HomeMy WebLinkAbout02. e. 2019 HSN Intercept Study - Final ReportVail Valley Foundation
Hot Summer Nights Survey Results
August 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
Recommendation (Net Promoter Score)………………………………………………………………………………………….12
Event Performance……………………………………………………………………………………………………………………………14
Media/Awareness …………………………………………………………………………………………………………………………….18
Spending Habits ………………………………………………………………………………………………………………………………..22
Attendance/Revenue Generation ……………………………………………………………………………………………………..25
Accommodations ……………………………………………………………………………………………………………………………..27
Geographical Data …………………………………………………………………………………………………………………………….30
Demographical Data ………………………………………………………………………………………………………………………….32
Favorite Summer-time Activities …………….…………………………………………………………………………………………38
Hot Summer Nights Preferences ………………….……………….…………………………………………………………………..40
Vail Visitation……………………………………………………………………………………………………………………………………..42
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation had invested in the third party research company, Intercept Insight, LLC, to
conduct research during Hot Summer Nights to help quantify decisions and increase performance
related to the concert series. With this insight, the VVF is able to evaluate year-over-year the
economic contributions from 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 visitation, loyalty)
Intention to return
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.
Music genre preferences
Lifestyle categories
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 event specific questions. Once the survey was approved, the
questions were programmed into a survey design tool, and uploaded on handheld devices (iPads).
The surveys were conducted in-person using the handheld devices to collect the data.
In-person intercepts were conducted each Tuesday evening during the Hot Summer Nights Concert
Series throughout the Ford Amphitheater. Surveyors were hired and trained to conduct the
intercepts in a way so that a random representative sample of the population was being collected.
Those surveyed must have been 18 years of age or older. After the daily sample was collected, 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 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 Hot Summer Nights Concert Series.
These services included strategy and execution, survey development, programming, analysis, reporting, and staffing. Surveyors using
handheld data collection tools (iPads) conducted in-person intercepts each evening of the concert series throughout the Gerald R. Ford
Amphitheater. There were approximately 18,765 people in attendance over the course of the event. 254 surveys were conducted during
the concert series, which provides a 6.1% margin of error at a 95% confidence interval with the data collected.
66% of the respondents came to Vail specifically for the event, and 97% of the respondents are “Very” or “Extremely likely” to return in
the future. 29% of the respondents had not attended in the past, and of those, 93% are “Very” or “Extremely likely” to return in the
future. Hot Summer Nights achieved a Net Promoter Score of 93, with 94% of the respondents classified as “Promoters”. Overall
Satisfaction with HSN was high with a mean satisfaction rating of 4.9 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely
satisfied.
Of those who came to Vail for the event, 70% were locals and 27% were overnight guests. 63% of the attendees were from Colorado, and
6% were from Texas. Of the overnight guests who stayed in paid lodging (17% of total accommodations), 77% stayed in Vail. The average
number of nights stayed by those staying in paid lodging in Vail was 5.6 nights. HSN produced approximately 1,670 room nights in Vail,
with an average nightly rate of $246.The estimated gross revenue generation for the Town of Vail from HSN was approximately $1.6M
(+/-20%).
Friends/Family and newspaper were the most effective outlets for generating awareness. 44% attended with their spouse/significant
other, and 12% attended with their family (including children). The average family included 1.9 children, and the average age of children
under 18 in attendance was 7.8. The average age of the respondents was 54.1. Hiking, mountain biking, and music festivals were the
most common summer-time activities among the respondents. The most frequently selected lifestyle categories were: Sports Enthusiast,
Outdoor Enthusiast, and Traveler. The most commonly selected preferred music genres were: Classic Rock, Bluegrass, and Jazz.
Overview and Summary
3INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Estimated Attendance –18,765
Total completed surveys –254
Sample size provides statistical validity with an error rate of 6.1% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$1.6M (+/-20%)
Net Promoter Score –93
Overall Satisfaction –4.9 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
66% of the attendees came to Vail, CO specifically for Hot Summer Nights
71% of the attendees had attended HSN in the past
“Friend/family” was selected most when asked, “How did you hear about, and/or where did you see advertising for Hot Summer Nights this
year?”
On average, 88% are “Very” or “Extremely likely” to return in the future
On average, 74% of the first-time visitors are “Very” or “Extremely likely” to return in the future
Average nights stayed in paid lodging within Vail –5.6
Average group size of those lodging within Vail –2.5
Estimated number of room nights generated by HSN –1,670
Estimated average nightly rate within Vail -$246
Average age of respondents –54.1 | Average age of children under 18 –7.8
Preferred music genres –Classic Rock, Bluegrass, and Jazz
Favorite summer-time activities –Hiking, mountain biking, and music festivals
Lifestyle categories –Sports Enthusiast, Outdoor Enthusiast, and Traveler
Highlights
4INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendee Details
Attendance
66% of the HSN attendees
came to Vail specifically for
the concert series in 2019.
In 2019, of those who
came to Vail for HSN, 70%
were locals, and 27% were
overnight guests.
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
70%
30%
75%
25%
56%
44%48%
52%
70%
30%
59%
41%
55%
45%
56%
44%
56%
44%
66%
34%
Hot Summer Nights -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
72%
1%
8%
19%
59%
3%
9%
30%
76%
2%
10%13%
69%
3%
10%
17%
1%
80%
3%7%11%
56%
8%12%
23%
1%
78%
2%5%
15%
1%
84%
2%3%
10%
1%
82%
1%5%
11%
1%
70%
2%
15%12%
Hot Summer Nights -Came for Event by Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 168
Prior Attendance
71% of the HSN attendance
consisted of returning
attendees, and 29% were first-
year attendees.
26% planned to attend just
one concert this year.
On average, respondents
planned to attend 2.8 concerts
in 2019.
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
First-time Attendees Returning Guests
28%
72%
39%
61%
40%
60%
45%
55%
37%
63%
49%51%
44%
56%
43%
57%
34%
66%
29%
71%
Hot Summer Nights -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days 8 Days 9 Days
44%
16%12%8%6%4%2%7%
56%
10%9%9%5%6%2%4%
32%
16%17%
12%
6%5%4%7%
43%
15%12%9%9%7%
1%5%
46%
12%16%
10%6%2%4%1%4%
39%
16%17%
8%7%
2%2%3%4%
28%
18%16%
9%8%
3%4%
14%
36%
15%
21%
6%10%12%
Hot Summer Nights -Concert Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
Intent to Return
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
1%1%
10%
25%
62%
3%2%
13%14%
68%
1%4%7%
38%
50%
1%3%
14%
34%
48%
2%6%
38%
54%
1%2%
13%
43%41%
3%3%
10%
36%
48%
1%
10%
44%46%
0%2%6%
27%
64%
0%2%
30%
67%
Hot Summer Nights -Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
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
4%5%
24%
37%
29%
7%4%
25%
21%
43%
3%7%
14%
45%
31%
3%4%
27%
49%
18%
6%
11%
37%
47%
3%4%
22%
45%
26%
6%7%
20%
36%32%
2%
21%
57%
21%
1%
6%
18%
26%
49%
1%5%
39%
54%
Hot Summer Nights -First-time Attendees Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 74On average, 74% of the first-time
attendees are 'Very' or 'Extremely
Likely' to return in the future.
Attendance
9INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No Unsure Don’t know the series
19%
53%
19%
9%
26%
49%
17%
8%
Hot Summer Nights -Will you attend a Whistle Pig concert this year?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Yes No
22%
78%
21%
79%
Hot Summer Nights -Will you attend a ShowDown Town concert this year?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
Attendance
10INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
31%
69%
25%
75%
Hot Summer Nights -Is this your first concert at the amphitheater?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Yes No
79%
21%
79%
21%
Hot Summer Nights -Do you feel the LED screen enhances your
experience?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
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 Hot Summer Nights 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
83 81 78 82 73
84 89 93 90 93
-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
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
Hot Summer Nights -Increase
Recommendation
Water stations
Nothing
More food
Has to see it first
Free beer
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
14
Attribute Satisfaction
Each person surveyed was asked to rate their satisfaction level with several attributes of Hot Summer Nights 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.
15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
99%98%94%98%98%99%
86%
90%
99%99%
90%
97%97%98%
91%88%
99%99%
92%
97%98%98%
91%93%
4.9 4.9
4.7
4.9 4.9 4.9
4.5 4.6
4.9 4.9
4.6
4.9 4.9 4.9
4.6 4.6
4.9
4.9
4.8 5.0 4.9 4.9 4.8 4.8
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 Available
space/seating
Quality of F&B Service from F&B staff Knowledge of staff Friendliness of staff Parking/accessability Variety of food
options
Hot Summer Nights -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
One Change Comments
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Hot Summer Nights -Preferred Menu Item
Wings
Vegetarian
Veggie burger
Vegetarian
Tacos
Sushi
Steak sandwich
Salad
Poke
Pizza
Pizza
Pizza
Pizza
Pizza
Pizza
Nachos
Nachos
More variety
More popcorn flavors
More kid options
More BBQ. Pizza
More alcohol
Moe's
Hot coffee
Healthy options
Good assortment
Gluten free
Free beer
Crawfish
Corn dogs
Chicken tenders
Chicken
Cheaper wine
Cheap pizza
Burger
Bbq
Hot Summer Nights -One Change Comments
Weather
Water stations
Variety
Trams for handicapped
Steelers walking around
So rent chairs
Music selection
More variety of music through the night
More variety of bands
More sun
More popcorn
More of them
More
Lower prices
Lower prices
Lobsteeeerrr omletteeas
Lines at beverage and food
Let own alcohol in
It's lovely
Heaters
Free parking everywhere
Free beer
Food preparation needs supervision because it is under
and over cooked
Crowd control
Complimentary borrow blankets
Comedy
Cheaper drinks
Ask seating ppl not to talk
Allow own alcohol
All is good
Media/Awareness
Media/Awareness
18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Hot Summer Nights -Media/Awareness "Other" Comments
Yeti grind
Work
Vail trail
Past time
Past time
Other events
Moe's
Many years
Info booth
Heard it
Experience
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friends/Family Newspaper grfavail.com Other Website Other (please
specify)
Poster Concierge Social Media Email Radio
34%
58%
14%
4%0%
4%6%
1%2%4%
28%
54%
16%
3%0%
6%8%
0%3%2%
42%46%
14%
3%1%5%
11%
2%5%2%
34%
46%
15%
7%
1%5%
15%
0%
5%1%
33%
50%
8%7%
3%4%7%4%
10%6%
32%
39%
15%
3%2%4%
14%
1%1%1%
37%40%
7%
14%
1%5%6%
1%1%
9%
35%32%
10%
5%
0%
5%
12%
5%2%3%
32%
44%
4%7%
1%
9%
2%
7%5%3%
37%33%
7%7%6%6%5%5%3%2%
Hot Summer Nights -Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Awareness
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0%
20%
40%
60%
80%
100%
Yes - VVF No No, mentioned Town
of Vail
No, mentioned Moe’s
Original Bar B Que
No, mentioned Vail
Resorts
No, mentioned Gerald
R. Ford Amphitheater
52%48%
22%
78%
64%
36%
60%
40%
72%
28%
62%
38%
66%
34%34%
49%
2%
11%
2%
25%
69%
1%3%0%0%
34%
56%
2%6%1%0%
Hot Summer Nights -Do you know the name of the organization that
produces this event?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Yes No
55%
45%
61%
39%
Hot Summer Nights -Were you aware that Moe’s Original Bar B Que is the title
sponsor for this event?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
Awareness
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
None of these GoPro Mountain
Games
Bravo! Vail Birds of Prey Other Vilar Performing
Arts Center
Vail Dance
Festival
Whistle Pig Vail YouthPower 365 ShowDown
Town
65%
14%14%
8%
1%
6%
12%
4%
69%
15%
19%
6%
1%
9%
15%
5%
28%
25%
21%
19%
1%
22%20%18%
64%
12%
14%
6%
3%
13%13%
7%
44%
32%
27%
21%
1%
15%
18%
6%
60%
21%
17%
8%
2%
9%
18%
6%
40%
31%
34%
25%
2%
25%
31%
17%
12%11%
33%
29%
22%
18%17%16%16%
14%
7%7%
Hot Summer Nights -Are you aware of any other projects of the VVF?
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Spending Habits
Spending Habits
22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates the spending habits of those who came to Vail, CO specifically for
Hot Summer Nights and stayed in paid lodging. The accommodation spend is equal to only
those who stayed in paid lodging in Vail, CO.
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$410,732
$155,914
$59,559 $90,432
$716,637
HSN -Estimated Spending by Overnight Visitors Staying in Paid Lodging
(Only those who came to Vail for HSN)
Lodging revenue is based on only
those stayed in paid lodging
within Vail
Spending Habits
23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Dining Spend Retail Spend Activities Spend Total Spend
$256,328 $199,304
$107,934
$563,567
HSN -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for HSN)
$0
$75,000
$150,000
$225,000
$300,000
$375,000
Dining Spend Retail Spend Activities Spend Total Spend
$147,518
$27,189
$156,300
$331,006
HSN -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for HSN)
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People (Came for Event), and Gross Revenue
Generation for the Town of Vail, year-over-year. The Total Attendance is equal to the total number of people
entering the gates of the GRFA (determined by staff using clickers at each gate). Total People (Came for Event)
accounts for the percentage who came to Vail for HSN, and is the sample set used for the estimated Gross
Revenue Generation.
2019 Hot Summer Nights Estimate Gross Revenue Generation -$1.6M (+/-20%)
30,193 30,067
27,494 29,276
17,234
22,837
17,212 18,172 18,76521,612
16,766
13,156
18,478
10,124 12,457 15,119 12,414 11,112
$1,111,926 $1,042,935
$1,297,755 $1,389,268
$802,343
$1,103,731
$954,470 $1,045,788
$1,611,210
$(200,000)
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
0
10,000
20,000
30,000
40,000
50,000
60,000
2011 2012 2013 2014 2015 2016 2017 2018 2019
HSN -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
27INTERCEPT 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+
12%16%
41%
8%8%
15%10%
24%
38%
7%6%
15%10%
30%
39%
7%4%
11%4%
24%
46%
6%8%11%10%
30%
37%
9%10%
3%
12%
26%
41%
5%
12%
4%7%
26%
46%
8%6%7%10%
35%37%
6%5%7%
15%
34%32%
5%6%9%10%
28%
40%
12%
6%3%
Hot Summer Nights -Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 99
Average nights stayed (all accommodations) -6.1
Average nights stayed (paid lodging in Vail ) -5.6
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other Day Trip VRBO, Airbnb, Etc.
13%
9%8%
13%
54%
0%2%
14%11%11%
16%
45%
0%2%
19%
6%9%
21%
42%
1%2%
22%
8%10%
24%
34%
0%1%
15%
7%11%7%
57%
1%3%
22%
6%
14%
19%
34%
5%
23%
6%
15%
10%
43%
1%3%
15%
6%
15%15%
47%
1%2%
21%
4%
14%11%
47%
1%2%
17%
5%
15%11%
46%
1%3%1%
Hot Summer Nights -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
Accommodations
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
57%
13%12%
6%
1%1%
55%
23%
6%7%
1%2%
69%
14%
3%
7%
2%1%
65%
20%
6%5%
2%0%
48%
22%
4%
17%
1%1%
47%
26%
6%
11%
2%2%
50%
21%
10%9%
3%3%
57%
23%
4%
7%
1%1%1%
69%
10%
3%
8%
2%3%1%3%1%
58%
17%
7%6%3%3%2%2%1%1%1%
Hot Summer Nights -Town Stayed In
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 121
Geographical Data
Geographics
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Texas Florida
65%
5%5%
60%
8%3%
61%
9%3%
50%
11%
3%
70%
5%2%
53%
9%4%
55%
7%6%
58%
7%5%
58%
9%6%
63%
6%5%
Hot Summer Nights -Top Three States of Origin
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
54%
2%
10%
33%
1%
45%
2%
13%
40%
0%
42%
2%
17%
39%
0%
34%
1%
15%
50%
1%
57%
3%
10%
29%
1%
34%
5%
15%
45%
1%
43%
3%
10%
42%
2%
47%
2%
11%
39%
1%
47%
2%
11%
39%
2%
46%
3%
15%
35%
Hot Summer Nights -Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
Demographical Data
Demographics
32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
83% of those attending with
“Family (including children)”
attended with children under 18.
The average number of children
under 18 in attendance per family
was 1.9.
The average age of children under
18 in attendance was 7.8.
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Group
7%
26%30%
23%
5%1%
8%7%
31%
22%24%
6%2%
8%9%
33%
20%23%
7%
0%
7%7%
45%
17%17%
6%8%
20%
30%27%
10%9%5%
0%
10%
42%
20%
6%
13%9%
0%
15%
40%
17%
8%
14%
6%
1%
11%
38%
20%
8%
19%
4%
16%
46%
13%9%
15%
2%
19%
44%
13%8%12%
4%0%
Hot Summer Nights -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Yes No
95%
5%
82%
18%
88%
12%
89%
11%
77%
23%
86%
14%
86%
14%
83%
17%
Hot Summer Nights -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 = 254
Demographics
33INTERCEPT 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
28%
18%
11%
3%4%
35%
26%23%18%
2%3%
28%29%
36%
8%2%5%
21%24%
37%
13%
1%5%
19%17%
25%
13%
2%5%
38%
22%
32%
11%
3%6%
25%25%26%
19%
3%2%
25%28%31%
13%
2%5%
21%26%31%
16%
3%7%
17%
26%
33%
15%
2%7%
17%
Hot Summer Nights -Family Status
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 248
0%
20%
40%
60%
80%
100%
Own Rent
75%
25%
70%
30%
84%
16%
87%
13%
82%
18%
79%
21%
83%
17%
82%
18%
84%
16%
88%
12%
Hot Summer Nights -Own vs. Rent Primary Residence
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 249
Demographics
34INTERCEPT 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
0%3%8%3%
60%
25%
1%5%9%6%
53%
27%
4%9%6%
43%39%
1%5%10%6%
59%
19%
0%
7%9%6%
45%
33%
0%2%5%10%
63%
20%
4%8%5%
54%
30%
1%1%
9%4%
62%
23%
0%4%
11%
3%
53%
28%
Hot Summer Nights -Education Level
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 221
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+
5%7%
18%15%14%
24%
11%
6%3%6%
13%17%16%
27%
11%7%3%3%
10%10%16%
40%
15%
5%3%1%8%11%
20%
36%
15%
6%8%
2%
10%10%13%
28%
22%
5%6%3%9%12%
18%
29%
17%
6%7%
1%6%
13%
20%
34%
14%
5%7%2%6%10%15%
32%
17%
10%
1%1%5%
13%13%
34%
20%
13%
3%5%
14%19%
31%
15%13%
Hot Summer Nights -Income Categories
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 160
Demographics
35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
50%50%55%
45%
56%
44%
59%
41%
55%
45%
56%
44%
57%
43%
57%
43%
56%
44%
60%
40%
Hot Summer Nights -Gender
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 252
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%3%
22%24%23%
17%
11%
0%3%
21%18%20%24%
13%
2%4%
11%
20%23%23%
16%
1%3%10%12%
24%30%
20%
4%6%
24%
15%
22%18%
10%
2%2%
13%15%
22%27%
18%
1%5%
17%16%
24%27%
10%
2%5%
15%17%21%17%23%
1%
7%
17%
23%27%25%
1%
11%
18%15%
27%28%
Hot Summer Nights -Age Categories
(Does not include children < 18)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 238Average age of respondents -54.1
Average age of children < 18 -7.8
Demographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sports
Enthusiast
(hiking,
biking,
skiing)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Traveler Wine &
Foodie
Health &
Fitness
Music
Festival
Enthusiast
Arts &
Culture
(dance,
music,
Theatre)
Craft Beer
Enthusiast
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Investment
& Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Tech
Enthusiast
Other
(specify)
43%43%
34%
30%28%
25%
10%
20%
7%
1%
35%
49%
44%
31%
23%
18%19%
12%12%
6%8%
5%
1%
45%
64%
21%
25%23%
15%
10%8%
13%
3%
9%
2%2%
60%
49%
56%
35%
40%
36%
31%
27%26%
11%13%
7%
3%
40%
65%
34%
21%
30%
25%
18%
11%13%
10%8%
3%2%
46%45%
42%
33%30%29%
24%
18%
13%
7%7%4%3%
Hot Summer Nights -Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Favorite Summer-time Activities
Favorite Summer-time Activities
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hiking Mtn Biking Music Festivals Fishing Golf Traveling Attending
festivals
Road Biking Swimming Camping
48%
29%
4%
11%
23%
5%6%
12%12%
8%
53%
23%
10%10%
27%
21%
3%
25%
13%
7%
36%
28%29%
10%
23%
20%
23%
16%
20%21%
66%
32%
23%
19%21%
16%
13%
20%
17%
14%
74%
32%
12%
25%
30%
23%
13%
22%
15%13%
67%
32%
36%
27%
32%
38%
27%27%
31%
21%
74%
37%
26%
16%
21%
17%
22%
29%
21%
18%
83%
36%
26%
23%22%22%21%
18%17%15%
Hot Summer Nights -Top Ten Favorite Summer-time Activities
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Hot Summer Nights Preferences
Hot Summer Nights Preferences
40
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
35%
21%
17%
21%
6%
20%
17%
11%
21%
12%
14%
12%11%
13%
8%
36%
13%
21%
14%
9%
16%
9%
6%
9%9%
4%
9%
6%
13%
4%
30%
9%
18%
8%
10%
30%
7%
3%4%
13%
7%
13%
6%
9%
1%
34%
15%
13%
9%10%
22%
12%
5%
17%
8%8%8%7%
9%
2%
39%
20%
21%22%
6%
22%
16%
12%
11%11%
6%
11%11%12%
3%
38%
16%15%15%
13%12%
11%
9%8%8%
7%
5%5%4%
3%
Hot Summer Nights -Preferred Genres of Music
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Hot Summer Nights -Preferred Genre "Other"
Comments
Real music
Quieter
Queen nation
Queen nation
Punk
Police cover band
Opera
No rap
No change good mix
Motown
Mix
Mellow and Broadway
Lady Gaga and Bradley cooper
Jam band
Imagine dragons
Folk
Folk
Folk
Folk
Different every time
Classical
Classical
Christian Rock
Blues
Big bands
All of it especially dance music ever
Vail Visitation
Vail Visitation
42
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
72%
28%
92%
8%
Hot Summer Nights -Vail Summer Visitation
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
0%
20%
40%
60%
80%
100%
Yes No
43%
57%
50%50%
Hot Summer Nights -Vail Winter Visitation
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N = 254
End of Report