Loading...
HomeMy WebLinkAbout5. RRC Chris Cares Special events presentation Feb 3 2016Economic Development Office February 3, 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 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 $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 n o m i c I m p a c t P a y b a c k R a t i o *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 impact per dollar of TOV funding Economic Impact 20 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) •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) Other Benefits of Special Events 21 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 22 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) 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 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) 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 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) 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 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 26 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