HomeMy WebLinkAbout2. 2015 RRC Event Survey Agreement- CSE Mtg 02.04.2015
Letter of Agreement:
SPECIAL RESEARCH
Town of Vail Commission on Special Events
Prepared 1/29/2015 for:
Town of Vail
Presented by:
RRC Associates LLC
4770 Baseline, Suite 360
Boulder, CO 80303
Town of Vail Commission on Special Events Letter of Agreement 2015
RRC Associates Page 3
December 22, 2014
Dear Town of Vail Staff and Members of the Commission on Special Events:
This document is intended to serve as a Letter of Agreement between RRC Associates LLC (RRC)
and the Town of Vail Commission on Special Events (TOV CSE). It outlines the agreed upon
approach to visitor/events research for the 2015 season.
The research project consists of conducting and analyzing the results of intercept surveys and
visitor counts (how will these be conducted?) at a pre-identified set of events taking place in
the town of Vail during 2015. The events scheduled for inclusion in the research are identified
in Attachment A. We would like to add Vail Beaver Creek Restaurant Week 9/25 – 10/4 and
America Cup Fly Fishing Tournament August 10 -16 with post trip surveys only.
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 The research program assumes that a goal of the RRC
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 include:
• Estimated attendance based on several different techniques that will be determined
based on specifics of events. Where events are ticketed, this will be the primary source
of information. For other events, RRC will conduct visitor counts and will take
photographs to further document crowd sizes. Where available, we would also
incorporate input from event promoters if they are conducting counts or have other
crowd estimation sources in place. Further, on selected dates, we will look for
assistance from Town staff to help with crowd estimation.
• 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 will need to be collected, among
others:
o Visitor type: day visitor, seasonal resident, full-time resident, overnight visitor to
the Vail Valley
1 Events receiving in excess of $10,000 are requested to collect additional independent survey data that goes
beyond that collected by RRC, substantiating these estimates, based on “Guidelines for Post-Event Recap from
Events Receiving Public Funding.”
Town of Vail Commission on Special Events Letter of Agreement 2015
RRC Associates Page 4
o Percentage of people coming to Vail specifically for the event
o Spend by visitors
o Party size
o Trip characteristics:
For overnight visitors staying in the Vail Valley:
• Previous visitation to event
• Nights staying in the area
• Type of lodging (paid/other)
• Lodging rate (if paid)
• Location of lodging
Deliverable products from RRC include:
• Within 30 days of each event RRC will report a limited set of survey results for
use by the event promoter and the Town. RRC will also provide a preliminary ROI
number based on available data. However, it is understood that these figures
may change at the end of the season when RRC prepares a final report based on
all available data including sales taxes, lodging occupancies, transportation
centers use, etc.
• The final deliverable from RRC will consist of a report providing an overview of
the findings, including comparisons between each individual event. The report
will address the range of topics addressed in the economic survey, including
economic impacts, and visitor and trip characteristics from the surveys.
RRC will work closely with the CSE and staff to finalize the events intercept survey form. RRC
will 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
electronic PDAs. Interviewing schedules will 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.
Town of Vail Commission on Special Events Letter of Agreement 2015
RRC Associates Page 5
• Sample size: The work program assumes a sample size range of 50 to 200 completions
per event would bracket a realistic range that should be considered. Note that the
target sample size will 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: RRC 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 27 events will be included in
the 2015 survey research program, based on he attached schedule.
• Analysis and reporting: The written analysis by RRC will address the economic
contribution of the events to the Town of Vail based on the topics described above.
It is noted 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.
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.
Agreed Upon 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
25 100 +/- 9.8%
2,500 -
3,000 $29,000 $20,900 $49,900
Additional Firm Information
Company Contact Information
Town of Vail Commission on Special Events Letter of Agreement 2015
RRC Associates Page 6
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
Authorization of Work
If the terms herein are acceptable, please sign below to authorize RRC Associates to proceed
with the project. Return one copy to RRC Associates for our records. We look forward to
working with you on this project.
TOWN OF VAIL RRC ASSOCIATES LLC
C. Chris Cares
December 22, 2014
DATE
SUMMARY OF INTERVIEWING/COUNTING PROGRAM - VAIL 2015
2015 Commission on Special Events Allocations:
Event: Producing Entity: Proposed Location: 2015 Dates: Start Date RRC interviews
Post-trip web survey
Counts by RRC interviewers
Assistance by TOV CEOs Ticketed event
Burton US Open Highline Golden Peak & Solaris Mar 2-7 X X X
Vail Film Festival Colorado Film Festival
Hotels & screening
venues Mar 26-29 26-Mar X X
Taste of Vail Angela Mueller Gore Creek Dr. & LH Apr 8-11 8-Apr X X X
Spring Back to
Vail Highline
Vail Village & Lionshead Mountain
base areas Apr 17=19 17-Apr X X X
Bravo! Vail Bravo! Vail GRFA Jun-Aug X
X
Vail Jazz Festival Vail Jazz Foundation Arrabelle & Farmers Market Jun ?? Sep 6 X X X
Go Pro Mountain Games Vail Valley Foundation
International Bridge,
Checkpoint Charlie,
Golden Peak, Mountain
Plaza Jun 4-7 4-Jun X X X
Hot Summer
Nights Vail Valley Foundation GRFA Tue: Jun 16-Aug 18 X
King of the Mountain
Volleyball Leon Fell
Vail Athletic Field, Eagle-Vail
Soccer/Softball fields Jun 19-21 19-Jun 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 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 X 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
Vail Summer Bluegrass
Concert Series
Lakeside Stride: Ariel
Rosemberg
Lionshead : Vail Square
@ Arrabelle Jul 1,15,29 and 8/12 1-Jul X X
Kick It 3v3
Soccer National Championship North American Sports Group Ford Park Fields Jul 31-Aug 2 31-Jul 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 X
The America Cup Fly Fishing
Tournament:
14th FIPS Mouch
World Youth Fly
Fishing
Championships John Knight
Aug 10-16 10-Aug
X
Vail Rocks Love Hope Strength Solaris Plaza, Vail Mtn CANCELLED 15-Aug
Gourmet on Gore Highline Vail Village Sep 4-7 4-Sep X X x
Oktoberfest Highline Vail Village & Lionshead Sep 11-13 + 18-20 11-Sep X X 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 x X
Vail-Beaver
Creek Restaurant Week Group 970
Sep 25-Oct 4 25-Sep X
Top Shelf
Harvest Eagle Valley Events Inc
Arrabelle at Vail Square
and Lionshead Mall 26-Sep 26-Sep X X X
Vail Snow Daze Highline
Solaris, Vail Village,
Vail Mtn and Lionshead Dec 7-12 (tentative) 7-Dec X X X
Vail International
Dance Festival Vail Valley Foundation GRFA ? X
X
2015 TIER IV Funding: Life Long Learning
Event: Producing Entity: Proposed Location: 2015 Dates: Start Date RRC interviews Post-trip survey
Counts by RRC interviewers
Assistance by TOV CEOs 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
1. Are you a:
Overnight visitor, spending 1 or more nights away
from home (GO TO Q. 2)
Seasonal resident of Vail Valley (GO TO Q. 2)
Full-time resident of Town of Vail (GO TO Q. 8)
Full-time downvalley resident (living in Avon,
Edwards, Eagle, Gypsum, etc.) (GO TO Q. 7)
Day visitor - left home today & returning home today (GO TO Q. 7)
OVERNIGHT VISITORS & SEASONAL RESIDENTS
ONLY ANSWER BOXED QUESTIONS BELOW:
2. ______ How many nights are you staying in the
area this trip?
3. Are your lodging accommodations located in:
Vail Eagle / Gypsum
Beaver Creek Summit County (Dillon,
Avon Frisco, Breckenridge, etc.)
Edwards Other: _____________
4. Are you staying:
In paid lodging (hotel, condo rental, etc.)
With friends/family who live in the area
In a vacation home or timeshare owned by you,
family or friends
Other:_____________________________
5. (IF PAID LODGING) What is the nightly rate of
your accommodations? (ENTER $0 IF NONE)
$_________ per night
6. Including yourself, how many people are
staying in your accommodations unit (room,
condo, etc.)? (ENTER 1 IF ALONE)
_________ people
7. How important was ____________ in your decision to visit Vail this trip, where 0 indicates it had no influence and you would have come to
Vail anyway, and 10 indicates that the ______ is your only reason for visiting Vail this trip?
None: Half of My only I would have my reason reason for come to Vail for coming to coming anyway Vail to Vail 0 1 2 3 4 5 6 7 8 9 10
8. 8. Please estimate how much money you will spend for yourself only today and tonight, either at this event or elsewhere in the Town of Vail.
• Exclude all spending made outside of Vail
• Enter $0 if none
• Full-time and seasonal residents of Vail:
answer for the event timeframe only
$_________ Restaurants / bars / food concessions
$_________ Shopping (groceries, souvenirs,
clothing, gifts, etc.)
$_________ Recreation (skiing, ski lessons/rentals,
etc.)
$_________ Other items, excluding lodging (gas,
parking, movie, etc.)
9. How likely are you to recommend the _____ to a
friend or family member, on a scale where 0 is not at all likely, 5 is neutral, and 10 is extremely
likely? Not at all Extremely Likely Neutral Likely 0 1 2 3 4 5 6 7 8 9 10
10. Approximately how many times have you attended this event?
None
One
2 - 4
5 - 7
8 - 10
More than 10
11. 11. How many people are in your travel party?
(ENTER 1 IF ALONE)
_________ people
12. What is the ZIP code of your primary residence (or country, if foreign)?
__________________________
THANK YOU FOR YOUR TIME!
Interviewer complete:
Gender (observation):
Male Female
Weather:
Clear Raining
Partly cloudy Snowing
Cloudy Windy
Survey location:
1.
2.
3.
8. Other: _______________________________
Survey completed by:
Respondent Interviewer
Date (month / day): ___ ____________
Time: ______:_______ AM / PM
Interviewer initials:
_______________________________
Example Survey w/RRC Questions
for TOV use - 2015
DRAFT
2015 Request Proposals: Attachment D
Guidelines for Post-event Recaps for All Events Receiving Public Funding:
A post-event recap is required from all events receiving Town of Vail funding or in-kind sponsorship. Please
schedule a presentation to the Commission on Special Events within 60 days of the close of your event.
The CSE has contracted RRC, a research firm out of Boulder, to perform independent, 3rd party surveys at all
events receiving an allocation greater than $10,000. If you are interested in “personalizing” the survey with
additional questions specific to your event, you may contract with RRC independently to augment the survey.
Please contact Sybill Navas, Special Events Coordinator, at snavas@vailgov.com for more information. Please
see Attachment A: 2015 CSE Event Tier Definitions for more information on survey requirements.
This presentation should be submitted on the PowerPoint template that will be provided upon scheduling your
recap and shall include the following information:
1. Survey results including the following information, per the CSE Criteria as described in the RFP:
a. Attendance numbers and demographic profile:
i. Estimated attendance. If your event is non-ticketed, please describe what method you
used to estimate the numbers of attendees.
ii. How important was the event in your decision to visit? What percentage of people has
attended the event in previous years?
iii. Where did attendees come from: local, zip code of origin, international?
b. Estimated spending by event attendees:
i. Lodging:
1. What percent of attendees stayed in the Town of Vail?
2. Type of lodging- paid vs. unpaid: (2nd home, family & friends)
3. Average amount spent on lodging per day in the Town of Vail?
4. Estimated total number of room nights booked in association with your event.
ii. Average spending per person on dining, shopping and/or other activities?
c. NPS (Net Promoter Score): Would you recommend this event to someone else?
d. Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional
spending within the Town of Vail was generated by the event? What is the ratio of increased
revenue to the amount of funding received? How much additional sales tax revenue generated
by the event accrued to the Town of Vail? (Town of Vail sales tax is 4%, lodging tax is an
additional 1.4%).
2. How did the event meet the standard of excellence expected of the “Premier International Mountain
Resort Community”?
3. An overview outlining the event’s strengths and weaknesses, specifically:
a. What parts of the event exceeded expectations?
b. What measures could be taken to improve the event
c. For existing events: an overview of how the event fared relative to previous years
4. An event budget showing actual profit and loss numbers and how the funding was utilized. Please
separate the in-kind support from cash revenues.
5. A detailed overview of the marketing that was implemented to promote the event.
6. Potential for growth and the development of sponsorships and media exposure.
7. Did the event impact Vail’s “Sense of Community”?
8. In light of the Vail Town Council’s commitment to a sustainable environment, please describe
any and all measures that were taken to produce the event in as “green” and environmentally friendly
manner as possible.
Recaps are to be submitted electronically in PDF format on the CSE’s PowerPoint presentation template which
will be emailed to you upon scheduling your presentation to the CSE. All information you wish to share with the
CSE must be received by the Special Events Coordinator at snavas@vailgov.com before 5:00 p.m. on the
Wednesday prior to your presentation.