HomeMy WebLinkAbout02. 2019 SMG Study - Final Report1Vail Valley Foundation
Summer Mountain Games Survey Results
June 2019
Prepared for:
Vail Valley Foundation
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Table of Contents
Table of Contents
Objectives …………………………………………………………………………………………………………………………………………………………..1
Methodology …………………………………………………………………………………………………………………………………………………….2
Overview and Summary …………………………………………………………………………………………………………………………………..3
Highlights …………………………………………………………………………………………………………………………………………………………….4
Detailed Findings
Attendee Details ………………………………………………………………………………………………………………………………6
Intention to Return …..……………………………………………………………………………………………………………………..10
Recommendation (Net Promoter Score)………………………………………………………………………………………….12
Loyalty Index …………………………………………………………………………………………………………………………………….14
Event Performance……………………………………………………………………………………………………………………………16
Media/Awareness …………………………………………………………………………………………………………………………….21
Spending Habits ………………………………………………………………………………………………………………………………..24
Attendance/Revenue Generation ……………………………………………………………………………………………………..27
Accommodations ……………………………………………………………………………………………………………………………..29
Geographical Data …………………………………………………………………………………………………………………………….33
Demographical Data ………………………………………………………………………………………………………………………….35
Additional Data …………………………………………………………………………………………………………………………………41
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation invested in a third party research company, Intercept Insight, LLC, to
conduct intercept surveys during the Summer Mountain Games to help quantify decisions and
increase performance related to the Games. With this insight, the VVF is able to evaluate year-over-
year economic contributions of the event, develop objectives to increase the overall performance,
market effectively, and provide sponsors with valuable data regarding the event. The Vail Valley
Foundation identified several objectives for this study.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior attendance, loyalty)
Intent to return to the event
Quantify recommendations
Evaluate event performance
Estimate spending habits
Estimate revenue generation
Understand media effectiveness/awareness
Obtain demographical and geographical data
Determine accommodations, nights stayed, town stayed in, etc.
Concert attendance
Brand Awareness
Summer/Winter Vail visitation
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation and Intercept Insight designed a core set of questions intended
to meet the objectives of the study, including some event specific questions. Once the
survey was approved the questions were programmed into a survey design tool and then
uploaded to tablets. The surveys were then conducted in-person using the tablets to
collect the data.
In-person intercepts were conducted on Thursday, Friday, Saturday, and Sunday (June 6th
–9th, 2019) throughout the event locations. Surveyors were hired and trained to conduct
the intercepts in a way so that a random representative sample of the population was
being collected each day. Those surveyed must have been 18 years of age or older. A
sample plan was designed, and a daily quota was met to ensure statistical validity. Once
the daily quotas were met, the data was downloaded using a statistical software and
prepared for analysis and reporting.
Methodology
2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
It is important to remember that this is a tool for gathering event attendees’ opinions and feedback. Many of the results are presented in
terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the
statistics. Note that the margin of error is different for every single question response on the survey depending on the sample sizes,
proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to
focus attention on the general trends and patterns in the data rather than on the individual percentages.
The VVF engaged Intercept Insight, LLC for research services/in-person intercepts during the 2019 Summer Mountain Games. These services
included strategy and execution, survey development, programming, analysis, reporting, and staffing. Surveyors using tablets conducted in-
person intercepts throughout the various venue locations within Vail, CO. 351 surveys were conducted over the course of the event, which
provides a 5.2% margin of error at a 95% confidence interval with the data collected.
The Town of Vail provided the VVF with the total number of vehicle transactions within the parking structures, and the number of cars parked
along Frontage Road during the course of the event. Using the total transactions, car counts, and data from specific survey questions, the total
estimated attendance of the Summer Mountain Games was 83,327 with a +/-20% margin for error. Using the estimated attendance and
specific survey questions regarding accommodations, spending habits, and the percentage of those who came to Vail, CO specifically for the
Summer Mountain Games, an estimated revenue generation for the Town of Vail, CO was calculated. The Summer Mountain Games was
responsible for generating approximately $7.3M, within the Town of Vail, CO .
Overall Satisfaction with the Summer Mountain Games was extremely high with a mean satisfaction rating of 4.7 on a scale of 1 to 5, where
1=Not at all satisfied and 5=Extremely satisfied. The likelihood for the attendees to recommend the Summer Mountain Games was positive in
2019, earning a Net Promoter Score of 88. “Word of mouth” was the most selected option when asked “How did you hear about the Summer
Mountain Games?” The newspaper and Facebook were also popular channels for communication and information about the Games.
Locals made up 37% of the attendance, while 54% of the attendees were overnight guests, and 70% of the total attendees were from
Colorado. 78% of those staying in paid lodging stayed in Vail, CO, and stayed an average of 4.0 nights. The average age of the attendees was
42.8, and 68%/32% were male/female respectively. 21% of the population attended with a dog. The most recognized sponsors were GoPro,
Pacifico, and GMC. The most popular brand activation was GoPro.
Overview and Summary
3INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys –351
Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval
Estimated attendance –83,327
Estimated revenue generated to the Town of Vail -$7.3M
Net Promoter Score –88
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)
82% of the attendees came to Vail, CO specifically for the Summer Mountain Games
62% of the attendees had attended the Summer Mountain Games in the past
Average number of days attended –2.4
Favorite events –Kayaking, Dock Dogs, and World Cup Climbing
“Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the
Summer Mountain Games?”
78% of the attendees staying in paid lodging stayed in Vail, CO
90% are “Very” or “Extremely Likely” to return in the future
80% of the first time visitors are “Very” or “Extremely Likely” to return in the future
Average nights stayed in paid lodging in Vail, CO –4.0
Average group size of those lodging in Vail, CO –3.2
Average age of respondents –42.8 | Average age of children under 18 –8.5
Estimated number of room nights generated by the SMG –7,032
Estimated average nightly rate in Vail-$349
Highlights
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Attendee Details
Attendance
82% of the attendees planned
their trip to Vail, CO specifically for
the Summer Mountain Games.
Spectators attended the SMG an
average of 2.4 days.
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
90%
10%
86%
14%
94%
6%
85%
15%
83%
17%
86%
14%
84%
16%
76%
24%
77%
23%
82%
18%
SMG -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
0%
20%
40%
60%
80%
100%
One Day Two Days Three Days Four Days
21%
34%
27%
18%
27%
36%
24%
12%
24%
30%26%
20%
26%29%31%
13%19%
28%27%
17%
31%26%25%
15%
34%
26%
18%
13%
23%24%26%21%
30%32%
17%14%
23%
33%
23%21%
SMG -Days in Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
Attendance
In 2019, 38% were first-time SMG
attendees.
Retention remains strong with nearly
62% of the attendees returning to the
Games.
25% of the respondents had attended
the Games for 5+ years.
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
First-time Attendee Returning Guest
32%
68%
36%
64%
44%
56%
40%
60%
38%
62%
38%
62%
43%
57%
39%
61%
39%
61%
38%
62%
SMG -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
0%
20%
40%
First year 2 years 3 years 4 years 5 years 6 years 7 years 8 years 9 years 10 years 11 years 12 years 13 years 14 years 15 years 16 years 17 years
44%
14%14%
8%6%
3%2%1%0%2%
6%
40%
11%13%10%9%
3%4%
1%3%
9%
38%
15%
11%
8%9%
6%
3%2%1%2%1%
5%
38%
9%
12%10%10%
5%
1%2%5%
0%1%1%
6%
43%
14%
9%
5%
8%
3%3%3%2%3%
1%0%0%
6%
39%
12%10%
7%7%
5%
1%3%
0%
3%
6%
1%1%
5%
39%
11%12%
6%7%5%
2%1%0%
4%
1%2%1%1%1%
6%
38%
11%9%7%
10%
5%
2%2%1%
4%2%1%1%1%1%1%
5%
SMG -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
No Yes –Band of Heathens Citizen
Cope (Saturday)
Yes –Langhorne Slim & The Law
Joan Osborne (Friday)
Yes –Rapidgrass Melvin Seals
& JGB (Thursday)
Yes –Live Music in the Villages
54%
34%
8%
21%
61%
24%24%
9%
51%
34%
22%22%
48%
34%
39%
34%
54%
36%
15%12%
45%
36%32%
13%
76%
10%12%11%
52%
27%
20%
12%
6%
SMG -Concert Attendance
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Intention to Return
Intention to Return
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0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%1%
13%
29%
57%
2%2%
12%
26%
57%
0%2%
9%
39%
50%
1%4%7%
39%
48%
2%2%
10%
44%41%
0%1%
8%
34%
56%
0%3%
11%
39%
46%
0%1%5%
34%
59%
1%2%
12%
29%
57%
0%4%6%
33%
57%
SMG -Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
On average, 88% of the respondents are 'Very' or
'Extremely Likely' to return in the future.
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
1%1%
24%29%
44%
4%5%
20%
32%
39%
1%3%
17%
42%37%
1%
10%14%
45%
29%
6%4%
19%
49%
23%
1%4%
19%
41%36%
7%
19%
38%35%
3%
12%
41%44%
2%4%
28%32%35%
1%
9%10%
37%43%
SMG -First-time Attendees Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =135
On average, 75% of the first-time attendees are
'Very' or 'Extremely Likely' to return in the
future.
Recommendation
Recommendation
The Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where
0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Summer Mountain
Games to a friend or family member?
Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive
Supporters”, and those who rate ‘0’ to ‘6’ are called detractors.
The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the
percentage of Promoters.
12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
71 75 75 68
83 76
94 84 88
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Net Promoter ScoreRecommendation DistributionAxis Title
SMG -Net Promoter Scores
Promoters Passive Supporters Detractors Net Promoter Score SMG -Increase Recommendation
Word out
More free stuff/ MTB big air and slope
style
More food
More food
Map
Free swag
Cheaper beer
Bring cuter dogs
Intercept Insight Loyalty Index
Intercept Insight Loyalty Index
In order to improve on loyalty, you must be able to measure it. The Intercept Insight Loyalty Index is
designed to measure loyalty based on two questions: ‘How likely is it that you will return in the future?’,
and ‘How likely is it that you will recommend the SMG to a friend/family member?’
The Intercept Insight Loyalty Index bases loyalty on those who are highly likely to return and those who
are highly likely to recommend. The combined percentages are considered to be the loyalty index.
The 2019 Summer Mountain Games Intercept Insight Loyalty index is 83.
14INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
72 73
64
82 74
90
78 83
0
10
20
30
40
50
60
70
80
90
100
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Loyalty ScoreLoyalty DistributionSMG -Loyalty Index
Loyal Attendees Non-loyal Attendees Loyalty Score
Event Performance
Hierarchy of Customer Satisfaction Needs
Basic Requirements Met
Promised Requirements Met
Satisfaction
Scores from
4.5 –5.0
Attractive Surprises Met
Satisfaction Scores from 1.0 –3.4
Satisfaction Scores from 3.5 –4.4
The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfaction can be
measured along a continuum and can be broken out into three major points:
•Discontentment –customers needs are simply not being met.
•Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition.
•Delighted –meeting and exceeding the customers needs and expectations
Terry Keiningham and Terry Varva, 2001,The Customer
Delight Principle, Google Book Search, viewed 6/23/2008,
http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus
tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9
VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_
result&resnum=1&ct=result
16
Attribute Satisfaction
Each person surveyed was asked to rate their satisfaction level with several attributes of the Summer
Mountain Games on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays
the percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute.
According to the Hierarchy of Customer Satisfaction Needs, the VVF has “Delighted” the guests of the
Summer Mountain Games overall, and with all other attributes except for parking/access. The guests were
“Merely Satisfied” with the parking/access.
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
99%99%98%
91%92%92%
74%
83%
98%
89%
98%94%95%98%
68%
86%
93%
86%
98%95%99%94%96%99%
78%
88%
96%90%
4.9 4.7 4.8 4.7 4.7 4.6
4.3 4.4
4.7
4.5
4.8 4.7 4.6
4.9
3.9
4.5
4.6
4.4
4.7 4.7 4.8 4.7 4.7
4.9
4.2
4.5
4.7
4.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0%
20%
40%
60%
80%
100%
120%
140%
Overall satisfaction so
far
Ability to view
compeititions
Family friendly
activities
Availability of food &
beverages
Scheduling of events Friendliness of
staff/volunteers
Parking/access Quality of the website Music/Entertainment Quality of the online
map
SMG -Event Attribute Ratings
Percentage who rated a '4' or '5' 2017 Percentage who rated a '4' or '5' 2018 Percentage who rated a '4' or '5' 2019
Mean Rating 2017 Mean Rating 2018 Mean Rating 2019
Favorite Event
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0%
20%
40%
24%
33%
19%
0%
12%
0%0%
4%3%
16%
25%
19%
11%
16%
3%
2%1%1%
20%
31%
12%
16%
12%
2%
1%
2%
1%
30%
18%
20%
15%
3%
2%2%3%
0%0%
24%
27%
13%
20%
2%
3%
2%
3%3%
0%
18%
35%
9%
22%
2%1%1%
5%
2%1%0%
20%
26%
16%
18%
1%
5%
1%1%0%
3%
1%2%1%1%1%
15%
35%
16%
12%
4%4%
2%2%1%
6%
1%1%0%0%0%
23%
21%
17%17%
4%
3%3%2%2%1%1%1%1%1%1%1%0%
SMG -Favorite Event
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
“One Change” Comments
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SMG -One Change Comments
Zero waste movement
Work on website, not user friendly
Wet t shirt contest
Water stands
Televise
Sunscreen booths
Spread the word
Someone directing traffic
Some time that u can drug in to unload stuff for competitors
Rent chairs
Recommend parking online
Projection screen for the events
People wearing bikinis
Parking and shuttles
Parking
Parking
Parking
Parking
Parking
Parking
Parking
Parking
Parking
Open container areas are weird
Older age groups
No parking on frontage road
New events
MTB slope style
More water stations
More spectator space
More signs
More shade
More shade
SMG -One Change Comments
More seating
More seating
More places with hot coffee
More people in bikinis
More parking for people with dogs
More parking
More parking
More parking
More liquor booths
More golden peak events
More giveaways
More giveaways
More free stuff
More food options
More food options
More food for longer
More food and parking
More food
More food
More food
More dogs and parking
More bleachers
More beer
More affordable beer and earlier music
Mobility scooter
Ll bean provide the t shirts for the running
Live time events on website
Limits for beverages
Less trash
Less people
Less construction
Highlight map and make it more useful online
Have vendors be in bikinis
SMG -One Change Comments
GoPro games app
Free water
Free sunscreen
Free beer
Food on the map
Food in red cliff
Expand the place
Encourage local people to use the parking garage
Crowd management
Crowd control
Community high lining
Color light
Closer camp grounds
Cheaper food
Cheaper food
Cheaper beer and more
CBD products
Bring back freestyle biking
Bring back 100% synthetic shirt
Bleachers if u are short
Bikini models
Bikini contest
Bikini babes needed
Bigger maps
Better parking
Better parking
Better parking
Better navigation online
Bar open longer
Accessibility
Didn't put any effort into yoga stuff
Dog friendly hotels
More biking vendors
Spread out more Better visibility
Media/Awareness
Media/Awareness
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SMG Media/Awareness -"Other" Category
YouTube
Walking around town
Unidaze
Everywhere
Everywhere
Didn't
Competitor
Came up on
Came by
Bus
0%
20%
40%
60%
80%
100%
43%
48%
5%
8%
19%
9%8%
2%
12%
7%
2%
50%
37%
2%
8%
12%
2%
8%
3%4%5%
2%
61%
20%
5%5%
10%
8%
2%2%2%4%5%
2%
56%
33%
3%4%
15%
11%
3%3%3%1%2%
7%
60%
22%
5%3%
11%
7%
10%
2%2%1%3%4%
64%
24%
8%
3%
10%
5%4%4%3%2%3%4%
63%
18%
4%
7%
3%
6%
3%3%
8%
1%2%2%
7%
46%
26%
7%
13%
6%
9%
3%
11%
8%
3%4%
7%
9%
38%
16%16%
5%4%3%5%
2%
7%
5%
1%3%1%2%1%
45%
19%
9%8%7%7%5%4%4%3%3%2%1%0%0%
SMG -Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Vail Valley Foundation Awareness
22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Note: This question was changed to an “aided” question in 2014 to be consistent with other VVF events.
Past wording (Changed in 2017): Did you know this event is a project of the Vail Valley Foundation?
0%
20%
40%
60%
80%
100%
No No - mentioned GoPro Yes _ VVF Yes - Other No - mentioned Vail Resorts
71%
29%
55%
23%24%
56%
17%
48%
5%
46%
41%
2%
57%
46%
6%
45%
3%
33%35%
29%
2%
51%
30%
17%
1%
39%
34%
26%
1%0%
SMG -Do you know the name of the organization who produces this event?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
Spending Habits
Spending Habits (Multiply Spend X 1000)
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$0
$1,000
$2,000
$3,000
$4,000
$5,000
Lodging Spend Dining Spend Vendor Spend Retail Spend Activities Spend Total Spend
$973
$651
$223 $200 $111
$2,159
$1,169
$716
$370 $222 $166
$2,643
$1,051
$724
$219 $205 $51
$2,249
$1,054
$543
$148 $159 $75
$1,979
$879
$462 $209 $153 $178
$1,880 $1,716
$661
$206 $195 $112
$2,891
$1,719
$802
$115 $397 $181
$3,216
$2,456
$707
$130 $241 $235
$3,769
Summer Mountain Games-Household Spending of Guests Staying in Paid Lodging
(Only those who came for the Event)
2012 2013 2014 2015 2016 2017 2018 2019
Lodging Spend is equal to only
those who stayed in paid lodging
within Vail.
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
Dining Spend Gear Town Spend Retail Spend Activities Spend Total Spend
$389
$64
$186
$47
$686
$553
$269
$189 $192
$1,202
$557
$304
$149
$47
$1,058
$579
$436
$180
$105
$1,300
$694
$430
$229 $255
$1,609
$579
$327
$260 $233
$1,400
$819
$147
$266
$126
$1,358
$1,232
$187
$266
$169
$1,854
Summer Mountain Games -Household Spending of all other Overnight Guests
(Only those who came for the Event)
2012 2013 2014 2015 2016 2017 2018 2019
Spending Habits
25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
Dining Spend Gear Town Spend Retail Spend Activities Spend Total Spend
$45,169
$6,953 $14,407
$-
$66,530
$44,467
$23,039 $18,431
$-
$85,937
$31,661
$57,245
$13,517 $14,734
$117,158
$44,199
$28,834
$5,788 $5,426
$84,247
$60,373
$28,800
$19,916
$3,820
$112,909
$78,380
$66,878 $68,708
$24,623
$238,589
$113,906
$30,430
$45,640
$13,132
$203,107
$79,013
$4,626
$31,682
$3,231
$118,552
Summer Mountain Games -Household Spending of all In-state Day Visitors
(Only those who came for the Event)
2012 2013 2014 2015 2016 2017 2018 2019
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
Dining Spend Gear Town Spend Retail Spend Activities Spend Total Spend
$423,744
$163,032 $128,114
$37,651
$752,541
$381,639
$267,720
$161,274
$3,329
$813,962
$320,944
$188,498
$51,106 $8,018
$568,566
$434,112 $401,357
$112,515 $66,537
$1,014,521
$315,527
$229,233 $168,842
$39,551
$753,153
$324,494
$203,693
$89,754 $62,371
$680,313
$313,637
$70,108
$146,216
$53,042
$583,003
$334,035
$194,464
$122,783
$49,724
$701,007
Summer Mountain Games-Household Spending of all Local Visitors
(Only those who came for the Event)
2012 2013 2014 2015 2016 2017 2018 2019
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, and Gross Revenue Generation for the
Town of Vail, year-over-year. The “Total Attendance” estimation is based on the total number of vehicle
transactions within the parking structures (provided by the TOV), cars parked along Frontage Road during the
event, percentage of attendees who drove, average group size, and other survey data variables. “Total
People“ accounts for the average number of days in attendance. “Total People (Came for Event)” accounts for
the percentage of those who planned their trip to Vail for the event, and is the sample set used for the
estimated “Gross Revenue Generation”.
Gross Revenue Generation includes the estimated spending of sponsors on staff, lodging, athletes,
activation ($678K), and event direct spend ($192K).
35,037
42,051 43,889
53,579 53,862
62,079 67,128 72,764
80,672 83,327
14,599 17,521 18,287 23,066 21,806
31,039 33,264 29,340
37,176 34,613
13,139 15,068 17,190 19,705 18,194
26,743 28,090
22,377
28,731 28,301
$3,424,560 $3,747,104 $3,748,904
$4,745,013 $4,493,278 $4,877,499
$5,329,734
$6,184,515 $6,129,479
$7,313,231
$30,000
$1,030,000
$2,030,000
$3,030,000
$4,030,000
$5,030,000
$6,030,000
$7,030,000
0
20,000
40,000
60,000
80,000
100,000
120,000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Summer Mountain Games -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other (Please
specify)
Day Trip Camping VRBO/AirBnB RVing (Recreation
Vehicle)
29%
9%
5%5%
49%
3%
0%
21%
11%
5%6%
49%
2%
6%
26%
11%
4%2%
43%
6%8%
23%
9%
6%4%
45%
8%
5%
17%
11%9%
7%
46%
5%5%
16%
10%
8%7%
47%
8%
5%
17%
11%9%
6%
41%
9%7%
26%
7%
13%
4%
33%
7%8%
2%
23%
9%10%
4%
34%
9%
6%
2%2%
26%
5%
11%
1%
37%
0%
9%
4%5%3%
SMG -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
Accommodations
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
65%
9%
1%3%2%3%3%4%3%1%
71%
4%4%
6%
0%
3%1%3%2%1%
71%
12%
2%2%3%
1%1%
4%2%1%
66%
9%
5%
1%
4%
1%3%3%
1%1%
4%
54%
14%
6%
1%3%1%2%
9%
3%3%1%
51%
10%
4%3%4%
1%
5%6%
2%1%
4%4%
59%
11%
7%
3%1%1%2%4%4%
0%2%0%
61%
11%
3%3%3%2%2%
4%3%
1%1%2%
64%
8%
5%5%4%4%3%3%3%1%1%1%1%
SMG -Town Stayed In
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =151
Accommodations
31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
42%
38%
11%
5%
1%2%
43%
37%
14%
3%1%2%
45%45%
9%
1%0%0%
44%
38%
15%
1%1%1%
36%
45%
13%
3%2%2%
32%
45%
15%
4%3%1%
29%
51%
17%
2%1%
31%
51%
14%
4%1%
35%
43%
20%
1%1%1%
30%
46%
14%
4%3%3%
SMG -Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =145
Average nights stayed (all accommodations) -4.1
Average nights stayed ( paid lodging in Vail) -4.0
Geographical Data
Geographics
33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
47%
4%
28%
20%
2%
49%
5%
23%21%
2%
43%
9%
33%
15%
1%
45%
9%
24%21%
2%
46%
5%
26%22%
1%
47%
8%
23%21%
1%
41%
9%
24%26%
33%
7%
34%
24%
1%
34%
9%
28%28%
1%
37%
9%
24%28%
1%
SMG -Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
0%
20%
40%
60%
80%
100%
Colorado Texas Florida California Georgia
77%
4%0%1%0%
71%
3%1%2%1%
74%
3%1%2%0%
70%
4%2%3%0%
70%
3%3%2%2%
SMG -Top Five States of Origin
2015 2016 2017 2018 2019
N =351
Demographical Data
Demographics
35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
76% of those attending with their
family (including children), were with
children under 18 years of age.
The average family (including
children) attended with 1.6 children.
The average age of children under
the age of 18 in attendance was 8.5
years of age.
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Conference Group
19%20%
26%27%
4%1%4%
12%
22%
32%
26%
6%
0%2%
19%
26%28%
17%
8%
0%2%
13%
27%27%
21%
10%
2%
13%
20%
28%
11%16%
8%5%
14%
21%
27%
11%
16%
11%
0%0%
18%16%
26%
8%
23%
6%2%
19%
27%
16%12%
20%
6%0%
23%28%
11%10%
24%
4%0%
21%
37%
12%
5%
19%
4%1%
SMG -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
0%
20%
40%
60%
80%
100%
Yes No
96%
4%
72%
28%
82%
18%
75%
25%
86%
14%
77%
23%
89%
11%
76%
24%
SMG -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =66
Demographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Married w/ children living at
home
Married w/ children not
living at home
Married w/o children Single w/ children living at
home
Single w/ children not living
at home
Single w/o children
27%
12%15%
4%2%
41%
23%
11%14%
2%3%
46%
20%
11%15%
2%1%
51%
19%17%18%
2%2%
43%
20%
12%12%
2%3%
51%
21%18%
11%
2%5%
44%
26%
12%11%
2%1%
48%
26%
13%19%
6%3%
33%33%
15%16%
1%4%
31%26%
16%21%
2%3%
32%
SMG -Family Status
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =347
0%
20%
40%
60%
80%
100%
Own Rent
57%
43%
54%46%
65%
35%
64%
36%
60%
40%
70%
30%
72%
28%
78%
22%
74%
26%
SMG -Own vs. Rent Primary Residence
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =345
Demographics
37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Some High School High School Some College Associates Degree (2 year)Bachelor's Degree (4 Year)Post Graduate Degree
8%
15%
5%
50%
22%
4%
14%
7%
48%
26%
1%
11%11%5%
54%
18%
0%6%
13%10%
53%
19%
2%5%11%7%
59%
16%
2%
11%12%
56%
19%
0%3%
13%
3%
61%
20%
1%
8%7%8%
53%
24%
SMG -Education Level
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =348
0%
20%
40%
60%
80%
100%
Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
8%6%
21%18%16%
24%
5%3%
12%8%
20%15%15%
24%
4%1%
8%9%
21%15%19%18%
8%2%5%6%
17%14%17%
29%
9%
3%
12%9%
23%
13%
21%17%
4%1%
14%
6%
16%17%18%17%
9%3%
14%
5%
17%19%20%19%
5%2%
12%
5%
11%12%
20%25%
13%
2%1%2%8%14%20%
31%
17%
7%7%3%
9%9%
21%
30%
14%
6%
SMG -Income Categories
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =291
Demographics
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
54%
46%
57%
43%
56%
44%
58%
42%
50%50%54%
46%
60%
40%
58%
42%
54%
46%
68%
32%
SMG -Gender
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =349
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
2%6%
33%
26%
18%
11%
4%2%8%
36%
22%
15%13%
3%5%9%
36%
21%16%10%
3%2%5%
30%
21%23%
16%
3%8%9%
38%
17%16%
8%4%5%
13%
30%
18%16%11%6%6%8%
30%
21%21%
9%5%0%
10%
24%24%25%
10%7%1%3%
24%29%
22%
13%8%4%7%
23%25%19%15%
8%
SMG -Age Categories
(Does not include children < 18)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =341
Average age of respondents -42.8
Average age of children < 18 -8.5
Demographics
39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Sports
Enthusiast
(hiking, biking,
skiing)
Traveler Health &
Fitness
Craft Beer
Enthusiast
Wine &
Foodie
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Music Festival
Enthusiast
Hobbies &
Interests
(collector,
crafts, home
shop)
Arts
Enthusiast
(music, dance,
Theatre)
Investment &
Money
Tech
Enthusiast
Other
(specify)
71%
68%
45%
39%
26%25%
3%2%4%
0%
59%
65%
45%43%
33%
25%25%
12%
16%
1%
68%
50%
44%
28%27%28%
15%
24%
17%
13%
8%7%
0%
68%
59%
39%
26%
21%23%
12%11%12%
8%7%7%5%
66%68%
53%
45%
21%
35%
24%
18%
24%
16%
7%8%
1%
57%
41%
38%
33%
21%
17%
12%
16%
13%13%10%
7%
1%
62%
52%
41%39%
27%24%
18%17%15%
12%11%9%
0%
SMG -Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Additional Data
Additional Data
41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
GoPro Pacifico GMC Nature
Valley
L.L. Bean Other Yeti Costa Vail
Resorts
Go Rving Outside
Magazine
Bosch Casio/Pro
Trek
TIAA Bank Blue
Buffalo
Wild Tonic NA
81%
16%
5%2%
81%
21%
3%6%
96%
8%
14%11%5%9%
2%
15%
77%
27%
10%14%9%5%5%3%7%
74%
23%22%
9%
26%
16%14%
7%
15%
4%3%2%
12%
74%
28%27%22%21%20%14%14%11%9%8%6%4%3%3%2%2%
SMG -Top Three Sponsors Recalled
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
0%
20%
40%
60%
80%
100%
GoPro Other NA Pacifico GMC Nature
Valley
L.L. Bean Costa Yeti Go Rving Vail Resorts Bosch Outside
Magazine
Blue
Buffalo
Casio/Pro
Trek
Wild Tonic
42%
5%5%2%2%4%2%3%
37%
10%
17%
5%6%1%7%6%4%2%1%2%4%0%
34%
14%10%8%7%5%5%5%5%4%3%2%1%1%1%1%
SMG -Favorite Brand Activation
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Additional Data
42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
63%
37%
75%
25%
86%
14%
65%
35%
84%
16%
SMG -Other Summer-time Visits
(Asked only of non-locals)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =201
0%
20%
40%
60%
80%
100%
Yes No
57%
43%
57%
43%
54%
46%51%49%
55%
45%
SMG -Other Winter-time Visits
(Asked only of non-locals)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =201
Additional Data
43INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Buy your first GoPro camera Upgrade to a newer GoPro
camera
Receive GoPro technical support Attend a GoPro daily giveaway Purchase GoPro Accessories
6%7%3%
16%
9%
89%87%94%
79%83%
SMG -Regarding the GoPro booth, do you plan to:
Yes No
N =351
0%
20%
40%
60%
80%
100%
Yes No
22%
78%
29%
71%
19%
81%
20%
80%
23%
77%
24%
76%
18%
82%
21%
79%
SMG -Attended with a Dog
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =351
Additional Data
44INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
SMG Sponsor Recognition -"Other" Category
Wine ego
Winnebago
Vail
Titos, glycol flex
Titos
Titos
Titos
Tecnu zip line
Stingers kuwat catomg grip
Stinger
State Farm bourbon
State farm
State farm
Sportiva Isopure Adidas
Sportiva
SmartWool croquis
SmartWool
Smart wool isopure
Smart wool
Skull candy
Ripple vita coco
Red bull skull candy
Red bull keen
Red bull
Red bull
Red bull
Red bull
Red bull
Prontrek
Polaris
Polaris
Pit viper, la Sportiva
Patagonia
Outside tv
Outside tv
SMG Sponsor Recognition -"Other" Category
Osprey
On
Olsels
Nun
Noon Isopure keen
Nidiees
Maven osprey
Leather man ripple
Kodak cakes
Kind sportive honey stingers
Kind
Kind
Casio SmartWool
Just got here
Isopure northrace
Isopure kind design
Isopure kind
Isopure enterprises kind
Isopure climate klolow
Isopure
Isopure
Isopure
Isopure
Isopure
Isopure
Isoprene red bull La Sportiva
Howard head stead an
Gorsuch
Glycolflex
Fly raft dead drift van works
Edie Bauer Escape camper
Climbing
Chums, isoline
Kamboocha
Bundle
Adidas
Additional Data
45INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
SMG Coolest Sponsor Activation -"Other" Category
Zip line
Vita coco
Titos
Titos
Taco
Stranahans
Stinger
Sportiva
Slack line company
Ripple
Ripple
Red bull
Red bull and titos
Pit viper
Pit viper
Patagonia
On
Match your sock SmartWool
La Sportiva
Kodiak
Isopure
Isopure
Isopure
Ironies dog collars
Honeycomb
Free swag
Food
Dog treats
Dog town
Delly
David adventure
Boot barns
End of Report