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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.