HomeMy WebLinkAboutDashboard Template and Explanation for Event ProducersDay visitorto Vail Full-timedownvalleyresident
Full-timeresident ofTown ofVail
Overnightvisitor tothe region
Seasonalresident ofVail Valley
0%
10%
20%
P e r c e n t R e s p o n d i n g
20%
25%25%
20%
10%
3. Visitor Type
0%20%40%60%80%
Percent Responding
Annual HouseholdIncome Under $50k
$50k-$100k
$100-$150k
$150k or more
Gender Female
Male
State/Country Colorado
Australia
Maryland
Texas
Ohio
Florida
Massachusetts
New York
Pennsylvania
Michigan
Minnesota
UK
All others
30%
50%
10%
10%
50%
50%
65%
5%
5%
5%
3%
2%
2%
2%
2%
1%
1%
1%
6%
8. Overall Visitor Profile
60K
70K
80K
90K
100K
110K
120K
130K
140K
A t t e n d e e -D a y s
100K
1. Attendance Estimate
0%20%40%60%80%
Percent Responding
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
Other
How many peopleare staying inyouraccommodationsunit?
Myself only
2
4
3
5
6 or more
Nights in the areathis trip 1
2
3-5
6-8
9-14
15 or more
Where are yourlodgingaccommodationslocated?
Vail
Avon
Beaver Creek
Summit County
Edwards
Eagle/Gypsum
Other
70%
15%
10%
5%
10%
35%
20%
15%
15%
5%
5%
13%
32%
18%
11%
21%
80%
2%
10%
2%
2%
2%
2%
Nightly RateAverage: $300Median: $250
7. Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
0: None, Iwould havecome to Vailanyway
1 2 3 4 5: Half myreason forcoming toVail
6 7 8 9 10: My onlyreason forcoming toVail
0%
20%
40%
60%
80%
P e r c e n t R e s p o n d i n g 64%
59%
46%
44%
4%4%4%5%14%
0%0%4%2%
31%
30%
24%
4. Importance of Event in Decision to Visit Vail Today
Promoter (% 9 & 10)Passive (% 7 & 8)Detractor (% 0 - 6)NPS (Promoters minusdetractors)
10%
20%
30%
40%
50%
60%
70%
P e r c e n t R e s p o n d i n g [0 =N o t a t
a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ]66%
10%
24%
42%
5. Likelihood of Recommending Event to a Friend or Family Member
Total Lodging Restaurants/ Bars/Prepared FoodVendors
Recreation (skiing,lessons, rentals,etc.)Shopping Other items
excluding lodging
$0
$100
$200
$300
E c o n o m i c I m p a c t
p e r A t t e n d e e -D a y
$210
$75 $60 $40 $25 $10
6. Direct Economic Impact to TOV per Attendee-Day
A. 2015 event funding
B. Direct economic impact to TOV
C. Economic impact payback ratio(incremental community economicimpact per dollar of event funding)
$210.00
$21,000,000.00
$100,000.00
2. Return on Investment: Funding vs. Impact
Summary of Key Survey Results
Event Visitor Summary: [Name of Event Here]
Overnight Only
Day visitor to Vail
Full-time downvalley resident
Full-time resident of Town of Vail
Overnight visitor to the region
Seasonal resident of Vail Valley
Average
Day visitor to Vail
Full-time downvalley resident
Overnight visitor to the region
Seasonal resident of Vail Valley
8.0
8.0
4.0
3.0
Vail Event Dashboard: Explanation of Data Items
RRC Associates, 4/22/2015
1. Attendance Estimate
RRC has defined attendance as “attendee days.” This represents the number of unique
individuals attending the event each day, summed across the days of the event. The
calculation takes into account daily crowd counts at the respective venues of the event
(based on manual crowd counts, counts from photos, ticket/registrant counts if
available, and/or other sources), and factors in duplication (i.e. the same visitors
attending multiple venues on a given day, if a multi-venue event) and turnover
(turnover of the crowd at a given venue on a given day), based on survey results, data
provided by the event organizer, and/or other data as available. Depending on the
nature of the event, other extrapolation techniques may be used, e.g. spectator vs.
registered participant ratios (for selected sports events), factors to convert “registered
participants” to “participant-days,” etc.
2. Return on Investment: Funding vs. Impact
A. Event funding is the amount the Town of Vail (TOV) provided to the event in 2015.
B. Direct economic impact is the total economic impact per attendee-day (see #6 for more
information on this metric) multiplied by the number of attendee days (as explained in
#1).
C. Economic impact payback ratio is the direct economic impact divided by the amount of
event funding. It indicates the dollars of economic impact in Vail generated per dollar of
TOV event funding.
3. Visitor Type
This reflects results of the survey question asking what best describes the respondent on their
visit to Vail this trip.
4. Importance of Event in Decision to Visit Vail Today
This reflects results to question “How important was (name of event) 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 (name of event) is your only reason for visiting Vail this trip?” The
dashboard shows the distribution of responses by respondent visitor segment, as well as
average importance ratings by segment.
5. Likelihood of Recommending This Event to a Friend or Family Member
The survey question “How likely are you to recommend (name of event) to a friend or family
member, on a scale where 0 is not at all likely, 5 is neutral, and 10 is extremely likely?” is the
question that drives this block of the dashboard. This question is used across a wide variety of
industries to develop the “Net Promoter Score” or NPS. NPS is the percentage of respondents
who are “promoters” (responding “9” or “10=extremely likely”) minus the percentage of
respondents who are “detractors” (responding “0=not at all likely” through “6”).
6. Direct Economic Impact to TOV per Attendee-Day
This measure is calculated from survey data, and represents the product of per capita daily
spending in Vail, the importance of the event in driving the decision to visit Vail (converted to a
0-100% scale), and stays beyond the event timefame (in the case of overnight visitors and
seasonal residents staying in Vail). Expenditures made outside of the Town of Vail are excluded
(e.g. lodging spend by overnight visitors not staying in Vail is excluded). Town of Vail residents
are assumed to generate $0 in incremental economic impact, insofar as it is assumed they
would spend money in Vail at another time or place if the event did not take place.
“Economic impact” differs from “gross visitor expenditures”, insofar as economic impact
excludes expenditures taking place outside of Vail, and economic impact takes into account the
importance of the event in the decision to visit and stays beyond the event timeframe.
It should be noted that the economic impact calculation only includes economic impacts
associated with visitor spending during or around the event timeframe. Other categories of
economic impact are excluded, including economic impacts associated with event production
and staging, and the economic value of media exposure associated with the event.
7. Overnight Visitor Profile
These data points profile overnight and seasonal residents only. These are results to survey
questions asked only of these two visitor segments.
8. Overall Visitor Profile
This shows key demographic variables probed on the survey, for all visitor segments combined.