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RRC Special events presentation Oct 2015Update on the Visitor Profile, Attendance and Economic Impact of 2015 Special Events Economic Development Office Oct. 7, 2015 Photo by Jack Affleck Visitor Profile, Attendance and Economic Impact of 2015 Special Events Economic Development Office Chris Cares David Becher RRC Associates Office: 303.449.6558 chris@rrcassociates.com david@rrcassociates.com 2Town of Vail | Economic Development Office | 10/7/15 Outline Purpose Review of 2015 work program Methodology Attendee profile Attendance estimates Economic impact Reporting and Evaluation 3Town of Vail | Economic Development Office | 10/7/15 Visitor Profile, Attendance and Economic Impact of 2015 Special Events 4Town of Vail | Economic Development Office | 10/7/15 5Town of Vail | Economic Development Office | 10/7/15 Purpose 6Town of Vail | Economic Development Office | 10/7/15 2015 Work Program •Measure visitor profile, attendance & economic impact at 26 TOV-funded special events •Summarize event results in “dashboard” format (18 events completed to date) •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 METHODOLOGY: Survey Questionnaires 7Town of Vail | Economic Development Office | 10/7/15 •Short, standardized questionnaires –largely similar across events •Key questions: •Visitor mix: TOV full-time residents, VV seasonal residents, FT downvalley residents, day visitors, overnight visitors •Overnight visitors/seasonal residents: lodging location, lodging type (paid/unpaid), nightly room rate, people/unit •Importance of event in decision to visit Vail (Full-time TOV residents: importance in decision to visit this part of town) •Spending today/tonight in Vail on restaurants/bars, shopping, recreation, other. (FT TOV residents: spending during timeframe only) Visitor Profile, Attendance and Economic Impact of 2015 Special Events METHODOLOGY: Survey Questionnaire 8Town of Vail | Economic Development Office | 10/7/15 •Additional questions: •Days attended event (multi-day events) •Likelihood to recommend event to friend/family member •Age •Annual household income •Zip code •Gender •Party size, and number of party members aged 18-34 •(Selected events) Party members who are registered participants in event (to infer participant/spectator mix) •(Selected large events) Transportation/parking characteristics (for triangulating attendance ests.) Visitor Profile, Attendance and Economic Impact of 2015 Special Events 9Town of Vail | Economic Development Office | 10/7/15 Intercept Survey Example 10Town of Vail | Economic Development Office | 10/7/15 Illustrative Screenshot of a Post-Trip Web Survey DEFINITION: Attendance=“attendee days” 11Town of Vail | Economic Development Office | 10/7/15 1 attendee-day = 1 unique person attending a specified event for any part of a day or night. •At multi-venue events, a person who attends multiple event venues in a single day is credited with one attendee-day. •At multi-day events, an individual is credited with one attendee-day for each day s/he attends the event. •Attendance estimates are typically limited to “consumers” of the event, i.e. spectators of or leisure participants in the event, as applicable. (Persons involved with event production & operations excluded.) •Casual passersby who don’t spend time at the event are excluded. Visitor Profile, Attendance and Economic Impact of 2015 Special Events METHODOLOGY: Attendance Estimates 12Town of Vail | Economic Development Office | 10/7/15 Approach varied depending on the circumstances of the respective events: •Events requiring tickets/registration: relied on counts from event organizers, supplemented as needed with survey data and/or other sources to convert counts into unique daily attendees •Events with a significant registered participant count (e.g. many sporting events): extrapolated attendance via survey data (i.e. ratios of registrants to total attendees) and counts •Unticketed events (e.g. Burton U.S. Open, Farmers Market, etc.): Manual counts (live and/or photo, usually done by RRC but sometimes provided by TOV police or organizers) Turnover/duplication controls as appropriate through survey research •Reasonableness checks: lodging occupancy rates and parking counts for very biggest events •Where possible, multiple methods used to cross-check estimates Visitor Profile, Attendance and Economic Impact of 2015 Special Events METHODOLOGY: Attendance Estimates 13Town of Vail | Economic Development Office | 10/7/15 •Surveys included questions for extrapolating attendance: •Turnover factors: How much total time do you expect to spend at (event/specific venue)? •Duplication factors (multi-venue events): What event venues have you visited or do you expect to visit today? •Registrant:attendee ratios: •Proportion of registrants and other attendees in attendee sample •Proportion of registrants and other attendees in travel party •Did you drive to or within Vail as part of your travel to this event? (If yes) Where is your vehicle parked? Visitor Profile, Attendance and Economic Impact of 2015 Special Events METHODOLOGY: Attendance Estimates 14Town of Vail | Economic Development Office | 10/7/15 •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 15Town of Vail | Economic Development Office | 10/7/15 Visitor Profile, Attendance and Economic Impact of 2015 Special Events 16Town 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 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 16 17 Dashboard Example For Discussion: Reporting of 2015 Special Events Results INDIVIDUAL EVENT RESULTS –Importance of Event in Decision to Visit Vail (Illustrative results from 2012/13) 18Town of Vail | Economic Development Office | 10/7/15 9.7 9.6 9.5 8.9 8.6 8.2 8.0 8.0 7.8 7.8 7.4 6.8 6.7 6.5 5.9 5.8 5.5 5.5 5.1 4.9 4.8 4.8 4.6 4.1 3.6 3.1 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 ) How important was this event in your decision to visit Vail this trip? (TOV full-time residents excluded) Overall average=6.6 Other Benefits of Special Events 19Town of Vail | Economic Development Office | 10/7/15 •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 (influences positive word of mouth, town reputation, likelihood of return) •Improve visitor experience among non-attendees •Marketing/PR impacts •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 Economic Development Office Chris Cares David Becher RRC Associates Office: 303.449.6558 chris@rrcassociates.com david@rrcassociates.com 20Town of Vail | Economic Development Office | 10/7/15 Thank you! Visitor Profile, Attendance and Economic Impact of 2015 Special Events