HomeMy WebLinkAbout02. f. 2019 VDF Study - Final ReportVail Dance Festival
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……………………………………………………………………………………………………………………………16
Media/Awareness …………………………………………………………………………………………………………………………….24
Spending Habits ……………………………………………………………………………………………………………………………….27
Attendance/Revenue Generation ……………………………………………………………………………………………………..31
Accommodations ……………………………………………………………………………………………………………………………..33
Geographical Data …………………………………………………………………………………………………………………………….36
Demographical Data ………………………………………………………………………………………………………………………….38
Donor Preferences …………………………………………………………………………………………………………………………….45
VDF In-person Intercept Results ……………………………………………………………………………………………………….47
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 a post event online survey for the Vail Dance Festival to help quantify decisions and increase
performance related to the event. With this insight, the VVF will be able to develop objectives to
increase the overall performance, market effectively, provide sponsors with valuable data regarding
the event, and evaluate the revenue generation and spending habits of the participants.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intent 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.
Venue access (e.g. drove, bussed, walked, etc.)
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation and Intercept Insight determined that a post-event online survey was the
best method fit for obtaining feedback from the attendees of the Vail Dance Festival . The VVF 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 an online survey design tool.
The 2019 Vail Dance Festival was held July 26th –August 10th. Each performance during the Festival
was a ticketed event, therefore email addresses were required when ticket reservations were made.
The VVF provided those email addresses to Intercept Insight to use as the sample set for this study.
The online survey was distributed to 2,230 email addresses on August 16th. The survey was closed on
September 5th, and the data was exported into 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
Overview and Summary
3
It is important to remember that this is a tool for gathering 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 attendance during the Vail Dance Festival was approximately 20,084 over the course of the Festival. On average, the ticket holders attended 2.3
performances, which identifies that there were approximately 8,821 individuals who attended performances during the VDF. 429 responses were
collected via a post-event survey, which provides a 4.6% margin of error at a 95% confidence interval with the data collected.
90% of the respondents came to Vail specifically for the VDF. 92% of the respondents are “Very” or “Extremely likely” to return to the VDF in the
future. 15% of the respondents had not attended in the past, and of those, 78% are “Very” or “Extremely likely” to return in the future. The VDF
achieved a Net Promoter Score of 82, with 86% of the respondents classified as “Promoters”. Overall Satisfaction with the VDF was high with a mean
satisfaction rating of 4.6 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 VDF, 26% were locals and 69% were overnight guests. 63% of the attendees were from Colorado, and of the
overnight guests who stayed in paid lodging (30% of total accommodations), 75% stayed in Vail. The average number of nights stayed by those
staying in paid lodging in Vail was 3.7 nights, and the VDF produced approximately 3,639 room nights over the course of the event with an average
nightly rate of $341. The estimated gross revenue generation was approximately $4.7M (+/-20%) for the Town of Vail.
Email, VDF website, and word-of-mouth were the most effective outlets for generating awareness, and 91% knew the VVF was the producer of the
VDF. 45% attended with their spouse/significant other, and 20% attended with family (including children). The average age of the respondents is
59.4, and the average age of children under 18 in attendance was 10.3. 72% earn a household income of over $100K. 92% have at least a four year
degree, and 93% own their home. The most commonly selected lifestyle categories were: Art/Culture, Traveler, and Sports Enthusiast.
Highlights
4INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys –429
Sample size provides statistical validity with an error rate of 4.6% at a 95% confidence interval
Attendance –20,084
Estimated revenue generated for the Town of Vail -$4.7M (+/-20% error level should be considered)
Net Promoter Score –82
Overall Satisfaction –4.6 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
90% of the attendees came to Vail, CO specifically for the VDF
85% of the attendees had attended the VDF in the past
Average number of performances attended –2.3
92% are “Very” or “Extremely Likely” to return in the future
78% of the first-time visitors are “Very” or “Extremely Likely” to return in the future
Email, VDF website and Word-of-mouth were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
Locals –26% | Overnight Guests –69% (Came specifically for event)
75% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –3.7
Estimated number of room nights generated by the VDF –3,639
Estimated average nightly rate -$341
Average age of attendees –59.4 | Average age of children < 18 in attendance –10.3
Lifestyle categories –Arts/Culture, Traveler, and Sports Enthusiast
Attendee Details
Reason for Visiting Vail, CO
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
90% of the respondents came to
Vail, CO specifically for the VDF in
2019.
69% of the respondents that
came to Vail, CO specifically for the
VDF were overnight visitors.
26% of the respondents that
came to Vail, CO specifically for the
VDF were Local visitors.
0%
20%
40%
60%
80%
100%
Came for the Festival Heard about the Festival after I arrived
75%
25%
77%
23%
67%
33%
70%
30%
89%
11%
93%
7%
92%
8%
93%
7%
92%
8%
90%
10%
VDF -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
47%
3%
23%26%
0%
49%
8%
21%21%
1%
51%
5%
25%
18%
1%
44%
6%
27%21%
2%
27%
6%
42%
24%
1%
39%
4%
31%
25%
1%
26%
6%
39%
28%
1%
23%
8%
42%
27%
0%
25%
8%
35%31%
1%
26%
5%
36%32%
0%
VDF -Came for Event by Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =387
Attendance
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0%
20%
40%
60%
80%
100%
Reserved seating Lawn seating Both reserved and lawn seating
71%
14%15%
66%
18%16%
58%
26%
15%
66%
20%
14%
69%
18%13%
VDF -Ticket Type
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
International
Evenings of
Dance I
International
Evenings of
Dance II
Opening
Night
American
Ballet
Theatre
NOW:
Premieres
Dance for
$20.19
BalletX: The
Little Prince
Martha
Graham
Dance
Company
Closing Night
Celebration
with Ballet
Hispanico
UpClose: Just
Dances
Malpaso
Dance
Company
Dancing in
the Park:
Colorado
Ballet &
Alonzo Kin
LINES Ballet
40%34%26%34%24%26%22%14%10%
39%37%31%29%29%27%26%24%23%17%12%7%
VDF -Event Attendance
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Prior Attendance
85% of the VDF attendees are returning guests.
15% of the VDF attendees are first-time attendees.
Respondents attended approximately 2.3 performances over the course of the
Festival.
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0%
20%
40%
60%
80%
100%
First-time Attendees Returning Guests
29%
71%
37%
63%
30%
70%
31%
69%
21%
79%
2%
98%
18%
82%
23%
77%
18%
82%
15%
85%
VDF -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
Intent 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
3%3%
10%
17%
69%
1%2%
19%17%
61%
0%1%5%
37%
56%
2%
12%
28%
58%
1%1%
7%
17%
74%
1%1%5%
15%
78%
0%1%5%
16%
78%
0%1%6%
22%
71%
0%1%
7%
17%
74%
0%0%
7%
16%
76%
VDF -Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
On average, 90% 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
9%7%
28%
17%
40%
0%6%
39%
20%
35%
5%
13%
55%
28%
5%
32%
38%
25%
2%
10%
88%
20%
40%40%
2%2%6%
31%
60%
3%
15%
32%
50%
1%3%
18%
34%
44%
2%
20%
29%
49%
VDF -First-time Attendees Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =65
On average, 76% of the first-time
attendees are 'Very' or 'Extremely
Likely' to return in the future.
Travel/Access
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0%
20%
40%
60%
80%
100%
Yes No
22%
78%
27%
73%
28%
72%
28%
72%
34%
66%
VDF -Shuttle Usage
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
Drove Flew to Denver,
rented car
Flew to Denver,
other access
Flew to Denver,
took shuttle
Flew to Eagle/Vail,
other access
Other access
(specify)
Flew to Eagle/Vail,
rented car
Flew to Eagle/Vail,
took shuttle
73%
10%5%3%4%2%3%1%
70%
15%
5%4%2%2%2%1%
73%
15%
4%2%1%2%2%1%
61%
19%
6%4%3%3%2%1%
67%
18%
5%4%3%3%1%1%
VDF -Destination Access
(Asked only of destination guests)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =308
Recommendation
Recommendation
The Net Promoter Score is calculated using data collected from 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 Vail
Dance Festival 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 84 87 85 84 79 89 87 83 82
-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
Vail Dance Festival -Net Promoter Scores
Promoters Passive Supporters Detractors Net Promoter Score
Recommendation
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Vail Dance Festival -Increase Recommendation
•When I become more familiar with it I would probably share more.
•We really enjoyed the more Latin dancing and tv dancing shows you had in the years past
•We felt like we didn't have very much information on masterclasses and events outside of the main performances before arriving in Vail.
•We did not enjoy the dances we saw this year except for one. There were too many premiers of modern dances with terrible music
•Waiting and entry was chaotic
•Vary companies showcased
•Too much modern dance; not enough classical ballet; miss having an entire evening of ballroom dance; miss DanceTV
•The program this year was good in parts. We did not like the 2 extremely obscure pieces by Martha Graham and were not excited about the Cuban group Malpolisa (or whatever). Ballet Hispanics was fantastic
•The advertising for Just Dance was very misleading. It was anything but Just Dance. It was mostly just talking.
•Tell audience to shut their cells phones off during the performance!!!!!
•Price
•Nothing, this fest is not for everyone.
•Not start so late. By the time everyone talks it is almost 8:00 and it does not finish until after 10:00. Also, do not show the same dance more then once.
•Move the performances earlier -if they started at 6pm like Bravo would be better for my children
•More variety of dancing and specifying what type of dancing is going to be performed...modern...tape...ballet...or variety
•More variety
•More variations during performances
•More modern dance, less ballet
•More classical ballet. Less funky stuff
•More classical ballet
•Makes it a little less political
•Make more daytime events available to serious dance lovers. The afternoon rehearsal on Saturday was great.
•Lower prices
•Limit the number of repeat performances. The Swan, Swan Lake etc. all been performance many times,
•Less traditional ballet
•Less expensive
•Less crowded
•Just Dance was not appealing to the audience, Martha Graham’s night was not appealing to the general audience
•Invite real professionals and bring back high end ballroom dancers
•Improve $20.19, very disappointing this year with too few dances, Lil Buck not breakdancing and rehearsal appeared to be a filler act
•I feel there are some VERY strong shows and some less so.... Thus I do recommend certain performances more than others.
•Have more dancer from other companies then ABT and NY
•Get rid of some of the nasty volunteers. They don’t belong. Angry old women.
•Get new blood on stage & running it
•Fewer weird/unappealing performances.
•Fewer long, very modern, edgy dances
•Earlier show times.
•Don’t do it when soccer competition is going on at the same time
•Did not like that a few of the performances were repeated multiple times
•Change the time to 7 pm, get more variety, DW does the same formula year after year
•By reducing the gymnastics and increasing the tap, juken and classical
•Bring back the bigger names to the 20.19 event, vary the dances for people who attend multiple nights (half of opening night andhalf of the 20.19 were the same)
•Bring Back Dancing with the Stars
•Bring back Ballet Hispanico
•Better performance
•Be closer to Seattle!!
•Ask people to kindly remove their hats. Could not see easily more than once.
•Bring back the International Ballroom dancers in their beautiful costumes that you previously had to do dances other than ballet.
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
15
Attribute Satisfaction
Each person surveyed was asked to rate their satisfaction level with several attributes of the Vail Dance
Festival 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.
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
96%88%93%98%
89%
75%75%
93%
69%77%
91%87%95%
87%
95%87%94%
71%72%
93%
62%
72%
87%85%93%89%92%95%
87%
76%
89%89%
67%
76%
89%89%
4.7
4.5 4.6
4.8
4.5
4.1 4.1
4.6
3.9
4.1
4.5 4.4
4.7
4.5
4.8
4.4
4.7
4.0 4.1
4.6
3.8
4.0
4.4 4.44.6 4.5 4.6 4.7
4.4
4.1 4.0
4.5
3.9
4.1
4.4 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%
160%
Vail Dance Festival -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
Dance Preferences
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0%
20%
40%
60%
80%
100%
2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019
Classical Ballet Contemporary Ballet Hip Hop/Street Dancing Tap Dance Modern Dance
14%13%16%14%15%16%12%9%16%20%21%17%10%18%21%23%14%20%15%14%
80%73%72%77%82%79%81%83%70%66%65%69%73%
75%71%70%79%71%77%71%
6%14%12%9%3%5%7%7%14%14%14%14%17%7%8%7%7%9%8%15%
VDF -Dance Styles Preferences
Not Enough Just About Right Too Much
0%
20%
40%
60%
80%
100%
Yes No (please explain)
88%
12%
VDF -Did you enjoy the diversity in programming this year?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
Dance Preferences
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Vail Dance Festival -Did you like the diversity in programming this year? -"No" Comments
•Yes!!! Loved it! However some of the contemporary music is so depressing and disjointed...
•Yes, but would love ballroom back
•Would have appreciated more African and Latin and contemporary dance. Also I recall years ago there were ballet dancers from Asia.
•We would like to see more Latin and hip hop dancing
•We all loved the choreography of Balanchine and Macmillan and no one liked the choreography of Cunningham We had 12 people ranging in age From late 20s to early 70s. Please
no more Merce Cunningham
•Was not that diverse; lots of modern, not enough classical ballet
•Too much repetition of what we have seen , too many pas de duex of people not with regular partner, so it is a weak pas de 2,lack of exciting interesting dancing,
•Too much modern, same dancers
•Too gimmicky
•I hated Martha Graham if that helps.
•The music for the modern dance was unpleasant
•Somewhat but I didn’t attend very many performances
•Some of it was too Avant garde
•Some dances too long
•Political at times and too not appealing to new attendees
•Only went once.
•Only saw 1 performance
•One reason I love the Vail Dance Festival is that my kids: two boys and a girl now aged 14, 13, and 12 have gone for years and love it. Because they love the hip/ hop, Lil Buck, the
former (and sadly gone) team dance competition, they have learned a love of ballet and modern dance (they wouldn't tell you that but the seed is planted). The diversity of the
festival has allowed me to introduce guests year after year after year to the magic of the event. Every year I have guests visiting who say "why are we going to a dance festival?" And
by the end of the night -or earlier -they are on their feet and ready to plan to come back the next year. This year was VERY ballet heavy; I am sure that you have strong voices who
love the ballet (which is great) but more diversity is specifically what has made this festival so magical.
•One event
•Not diverse enough
•Misses the TV dance and Ballroom
•I would like to see MORE diversity on a consistent basis. Or have one week where the nights consist of all dance forms and another week where it focuses on different types of ballet
•I would like a lot more classical ballet
•I thought it was not quite as good as previous years, esp. 2017 which was outstanding.
•I really come for the ballet
•I didn't see enough to comment
•For thee last 3-4 years the festival has been going down the hill
•Don’t understand the question.
•Diversity? It's the same dancers every year.
•But some segments are too long
•Ballet is high art; it transcends the transient nature of current trends , including political agendas.
Dance Preferences
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0%
20%
40%
60%
80%
100%
Yes No Other (please specify)
80%
11%9%
79%
11%10%
VDF -Did you feel our new LED screen at the Gerald R. Ford
Amphitheater enhanced your experience?
(Asked only of those who sat in the lawn)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
0%
20%
40%
60%
80%
100%
Extremely good Somewhat good Neither good nor bad Somewhat bad Extremely bad
46%
33%
9%10%3%
51%
26%
14%8%1%
VDF -Please rate how well your sight line was to the new LED screen
(Asked only of those who sat in the lawn)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
One Change Comments
20
Vail Dance Festival -One Change Comments
•You do a fabulous job!
•YES! Tell the sound man to turn it down! especially the bass. Caroline Shaw's and Kate's pieces were absolutely painful
and deafening!
•Yes more classical ballet more Balanchine more like it was in the 1990's
•Would have liked better selection of merchandise
•Work some on VVF ticket website--bought 15 tickets in 10 minutes when tickets went on sale and still had problems
getting all the seats we hoped for
•With the limited menu, and my wife and I vegetarian, we found it best to bring our own food after eating the same salad
for three nights.
•Wish there would be a higher quality choice for wines by the glass. Dining out before concert and driving to Breckenridge
after doesn't allow a bottle purchase.
•Wish the DOT would improve Highway 70 between Vail and Frisco--no white dividing lines--cones confusing at night, etc.
•We would like to see the ballroom dance come back.
•We sat off isle 5 for Ballet X and the set on stage blocked our view considerably. I feel these should have been marked
down quite a bit or just completely blocked for this performance
•We sat in section 4 and were unable to see the dancers at times as the pillar of lights were blinding to us.
•We never saw the merchandise--don't know if we didn't know where to look, or if it was all gone at that point. We
probably would have purchased souvenirs if we had seen them.
•We loved the old format of Dance $20.xx where you had much more variety of dances. This year, while good, was a
surprise in that you really only had two performances (both of which were way too long and not our favorites
unfortunately). Loved Lil Buck's performance (although it was only minutes long). Really, the variety was missing. Talked
to many who also felt that many more shorter performances like you used to do would be MUCH better. I get that the
tickets are very inexpensive, but.....this is the night that you can impact so many young people and people who don't see
much dance.
•We had front row seats in section 1. There were some tall (but not dense) plants that might it slightly harder to see.
Seems like right in front of the stage is perhaps not the best place to have tall plants.
•We are so lucky to have this event in our valley. Best of the year!!!
•Volunteers not friendly. One example, my family were in lawn waiting for crowds to leave before departing. Volunteer
approached us as and told us it was time to leave and that she would like to leave too and we were holding her up. Also
came across unfriendly food & beverage service, perhaps they are over worked and need additional help? Also,
volunteers for golf cart line abrupt & unnecessarily unfriendly. Maybe more paid positions and more support next year.
This was the first year I've noticed the service was bad.
•Volume was a smidgen too loud
•Vilar temperature is too warm; don't appreciate paying for a seat to see a movie (Lil Buck) that I can see online!
•Use the big tickets like they use for bravo so I don’t have to get reading glasses out to see them
•Use the big screen to show close-ups rather than entire stage
•Umbrellas to loan
•Ticket availability
•Turn down the live music before performance and during the intermission
•There is not enough seating for enjoying food and beverages from the concessions. In particular, the Borden Family
pavilion is often completely blocked off for seating although sparsely occupied. At least the seats around the outside
perimeter towards the theater and the lower concessions should be open to the public all the time
•The merchandise is so overpriced it’s ridiculous. $40 for t-shirt??? And no kid size merchandise? Do you realize half your
audience is girls who are aspiring dancers?
•The food selection could be taken up a notch
•Stop cell phone usage at concert.
•Start the show earlier bc it lets out too late
•START THE PROGRAMS EARLIER!!!! 7 PM would help and you would not lose so many people at intermission.
•Start the performances earlier last till 10pm!
•Sell stickers in the gift shop :)
•Sell or rent umbrellas? We always had ours but felt badly for the people on the lawn who sat in the rain unprepared.
Vail Dance Festival -One Change Comments
•Run on time
•Return to a more diverse program for $20.19
•Reduce reserve seat prices a bit
•Put up shades to keep sun out of the seating section
•Provide more of the dance performance in the videos shared online
•Please provide more classical ballet programming. I felt this year was heavy into contemporary/modern. Also,
provide more Master Class opportunities (perhaps two a day?). They are so amazing, but most were full within ten
minutes of the ticket availability.
•Please keep doing the wonderful work exemplified by this year's festival.
•Please consider not allowing food in the reserved seating area. It is very frustrating to be disturbed by the smells
and sounds (crunching wrappers) of people snacking when trying to focus on the performances. When spending
not an insignificant amount on tickets and to be disturbed by these noises is very upsetting. People can certainly do
without food for 1 1/2 to 2 hours!
•Please bring back ballroom dancing. It was a nice complement to the other offerings and I think the festival is more
well rounded with it.
•Options for when it rains for people with lawn seats. Theater have some sort of moveable cover like stadiums
•One of the pieces that was a collaboration between your musical artist in residence and LINES was so acoustically
disturbing that I would have left the venue if I could. Never before have I experienced this in any performance.
While not having as extreme a reaction as I did, my friends agreed, including one friend from the Colorado
Symphony who noted that a score to a dance piece should not be annoying. O
•On stage explanations of the next performance ..like Edwardo Vilar
•Offer The Little Prince ballet again next year.
•Offer student pricing on reserved seats
•Offer a generous portion cheese/fruit plate at a reasonable cost
•Nothing. All was great
•Not sure I was a fan of Martha Graham
•Not so many ‘slow’ modern dance pieces in a row. It gets boring to watch.
•Not repeat dance selections within a season. This season we saw some numbers twice.
•Not anything very happy
•No. Truly enjoyed our visit
•No; you can't control the weather.
•No Single use plastic water bottles
•No more post modern Mercedes Cunningham And move the children’s performances to Nottingham Park not at
the international dance festival where we come to see the best dancers in the world
•Move it to 7 pm. if Bravo can start at 6, why so late? You don't get home till 10:30 on work nights
•More variety in the International nights (has gotten too heavily weighted toward classical ballet)
•More Value prices for local families
•More toilets for women -I’m a man
•More tap and street dancing
•More talks by dancers. Loved the lunch.
•More tables available to eat dinner. The night we were there, there was an event on the top patio and it was
closed--so much seating taken away from an already small amount of seating
•More T-shirt options!
•More seating at Festival Forums
One Change Comments
21
•Vail Dance Festival -One Change Comments
•More Lil Buck;)
•More Latin and hip hop
•More international nights
•More international dancers and groups
•More international dancers
•More hip hop and break dancing. Dance for kids.
•More group classical repertoire (like Serenade, one of our favorite pieces of the entire festival)
•More fringe events and more affordable options
•More explanations of styles and performers in the program, plus the continuation Conversations on Dance
interviews about the creative process.
•More diverse dance!!! Also, watching the event on social media (Instagram specifically) I learned so much about
the incredible collaborations taking place; somehow if some of that could be made slightly more accessible to the
public that would be incredible.
•More daytime events for serious ballet lovers
•More day time events
•More Damian rehearsals on stage
•More classical ballet/ more principal dancers
•More classical ballet
•More bathrooms for women -more golf carts to and from parking lot
•More ballet less kids on stage and no Merce Cunningham
•More ancillary events to meet cast and producers and learn from them.
•Maybe limit lawn ticket sales
•Make the festival longer!!!!
•Make reserved seating more available.
•Make dance 2020 more of a variety show...this year 30minutes were not even dance. Didn’t come to see an
explanation of rehearsals.
•Maintain your current effort and hard work
•Lower tix prices -add the complimentary lawn tix back into the fan subscribers package
•Lower ticket prices
•Lower the price of food!
•Loved the new music/dance during intermission! What a bonus!
•Loved the Graham Co performance and hope they will be back
•Love every bit of it
•Longer performances
•Lighting on some of dances make it hard to see the dancers on stage
•Light the walkway
•Let us know the specific programming per event. It will make choosing events easier...
•Less repetition when it comes to the performances
•Less of the "old" pas de deux on one evening: Les Sylphides plus the Garden was too much
•Less extreme gimmicky stuff
•Less electronic music
•Less classical ballet and more variety. Why did you get rid of the Hip Hop and Dance TV?
•Lawn Guest have to be cognizant of their umbrellas. We watch 2 families fight because they decided their being
dry was more important then the view of the kids behind them. At that time workers should have told ppl that
umbrellas are only allowed in the back
•L'il Buck dying swan -fantastic!!!!! & Damian Woeztzel's Rehearsal & Dance Lesson for Audience -so fun!!!!!
•Keep value and offer other affordable shows
•Keep up the good work, but bring back the strength of programs like 2017.
•Keep up the good work
Vail Dance Festival -One Change Comments
•Keep the reserved parking for patrons!!
•Keep the lighting brighter when you have a black performer, wearing black with black background. The Swan should have
been well lit and, as you can see in newspaper photo, all most people could see was his shoes and gloves. That was a
disservice to an amazing artist and performance. happened with Dogood too.
•Keep Damian in charge of Festival FOREVER!!! He is brilliant...
•Just dance. Skip the commentary and social issues.
•It isn't really very international anymore, mostly New York and other U.S. companies
•It is disappointing to find that seating is limited/not available when tickets for performances are released to the public.
•It is a true "festival of dance!"
•Invite world recognized performers( increase the price if necessary), bring back ballroom dance. The actual performance
lasted 35 minutes total, the rest was unnecessary talk
•Increase capacity. Performances usually sold out.
•Improve online seating system. Within minutes of online system opening for $20.19 evening, “best seating” was in the
worst possible location. And there is no online chart to show exact seating location prior deciding whether to buy.
•If you are going to offer more premiers make sure the music is something one can listen to. It was terrible this year.
Very disappointing.
•I would love further information on how dance students can be involved, such as masterclasses and other events in
which intermediate and advanced students can participate.
•I would like to see more young people.
•I would like to be able to buy tickets in the center, rows c-h or so, but those seem to be held back for big donates.
•I would have liked more variety of food for purchase= perhaps more finger foods but that are healthier than popcorn
and pretzels
•I wish seats were less expensive, especially on a night when it's not sold out. Could you offer last minute seats for less?
•I truly enjoyed the master classes. As a teacher, I gained valuable insight in observing these classes.
•I tried to get the shuttle but was misdirected as to where they pick up by an usher/volunteer so we just walked
•I took my 5 year old with me (she loves to dance). I purchased reserved seating mostly because I wanted not to freeze on
the lawn if it rained. I booked front row seats. She did not use her seat the whole time and had to sit on my lap because
she was below the stage and couldn't see. I did feel like it was a waste of money to purchase that seat for her. So maybe
an option of under 5's to sit on a lap would be a good idea?
•I think with a contemporary choreographer like Pam Tanowitz, the audience needs more education as to what they are
looking at. How does this work fit into the history of dance? What is innovative? Her 2 pieces were difficult and I know I
would have enjoyed them more if I knew more about them. Education could come directly from Damien on stage or
even in a pre-performance video. I actually think a series of videos could be a great benefit for donors or even just be
available to all to increase interest in the festival
•I REALLY appreciated being able to upgrade my Lawn ticket last year, and this year to Handicap seating!!!
•I missed Misty Copeland the year she was at the festival. It would be great to have an opportunity to see her in Vail.
•I miss Savion Glover.
•I loved the intermission dancing and music at the Ford Amphitheater
•I love what you guys do! Would like to see some upgraded food choices....perhaps a charcuterie board, too go with the
wine?!
•I joined Fan Club to get access to early ticket sales. We used to sit in row C, aisle, pavilion 2 or 3, but now those tickets
seem to go to bigger donors (who often don't show up). Would like access to row C for Fan Club members (whose price
keeps going up and up). I DO appreciate the big donors who make the festival possible.
•I have been coming for 3 years in a row and it gets better and better and fortunately I have had a very positive
experience all three years so please keep up what you're doing.
•I enjoyed it all
•I did enjoy the dance critique at the beginning of the dance 2019 session
One Change Comments
22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Dance Festival -One Change Comments
•I can't think of anything.
•I bought the lawn pass but knew I would be out of town for part of it. I think the festival is amazing
but I wish there was a pass that was somewhere between all or nothing... I would have saved money
paying performance by performance and will re-think buying the full pass.
•I am happy with my experiences so far.
•I absolutely love it when live music is incorporated into the event!
•Healthier food choices
•Go back to more diverse programing,
•Get the program up ahead of time, have you tube videos with rehearsal clips and interviews w/
dancers. I’m a huge ballet fan and enjoy researching what I’m going to see.
•Get rid of the mean volunteers. I have pictures of the two angry women that should be fired ASAP.
•Get rid of spotlights on the stage. We were front row on the right and our view was blocked.
•Get a new artistic director with new ideas, not the same old same old. when Damien first came it was
a breathe of fresh air, now it is very stale, long past the past due date
•For the first time, I left at intermission for Martha Graham. I found the performance boring and the
music irritating. Not happy as I paid a lot for seats for this performance.
•Food & drink prices are high. (Working local) Frose should be available to get with the lawn pass.
•Focus the lights on the walls by the lawn steps down. They shine out & are a distraction.
•Fewer or no dark days given that we come for the festival -
•Fewer classical pieces, especially pas de deux.
•Everything was fine so keep on keeping on!
•Even as a VIP, it is challenging g to get tickets to certain performances. Can this be made any easier.
•Entry for lawn seats
•Ensure Martha Brassel remains on staff!!
•Either start earlier or do not “talk” so much for the intro of the show. Too long.
•Earlier start would be preferable.
•Don’t over sell the lawn
•Dancers from more countries
•Continue variety of dance
•Consider some performances to be shorter in length. Many felt some were too long.
•Can't think of a thing to make it better.
•Can you work on the weather?
•Bring back the tango dancers!
•Bring back the stars of TV dance theme for the closing
Vail Dance Festival -One Change Comments
•Bring back the big name dancers to the 20.19 event
•Bring back the Ballroom dancers
•Bring back shows like dancing with the stars..
•Bring back Ballroom Dancing
•Big screen -some performances there was a camera person working the camera, getting zoom shots,
etc. Other times, camera was stationery. There needs to be a camera person all the time.
•Better wine choices
•Better wine
•Better value on NA drink sales, or provision of potable water dispensers (not just fountains near
bathrooms)
•Better programming for 20.20
•Better parking for people driving to Vail on the evening of a performance.
•Better designed sweatshirts
•Ask dancers to perform front part of stage rather than all the way back due to side walls to stage
•Announce program for Int’l nights earlier
•Alvin Ailey
•Allow lawn sitting priority by when tickets are purchased which would avoid standing hours in line for
lawn and enhance pre-dance ticket sales
•Allow BYO wine
•Advertise the fringe festival sooner. we would have attended if we had known about it
•Adult and/or beginner friendly dance classes
•Add more events like the Heather Watts/Balanchine lunch/discussion
•A new cotton tee shirt design
•A matinee performance for parents and grandparents to be able to bring their children and
grandchildren would be fantastic.
•A longer festival
•A few of the dance performances were extremely long resulting in nearly 2.5 hour shows, which are
simply too long.
•A couple of the acts were way too long. like 30 min for the modern dance. We like live music on stage
and NOT recorded music.
•A bit less social commentary expressed in the dances
•A bit less modern ballet....e.g. Cunningham, Graham
•No rain
•More dancers from different companies
•Add a Q&A with the dancers and or Choreographers before the performance
Media/Awareness
Media/Awareness
24INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
14%
50%
14%
3%0%
6%
1%
14%
30%
14%
7%
2%
12%
2%
15%
4%
53%
15%
11%
1%0%
5%
1%
5%
10%
54%
5%
0%
17%
4%
1%4%1%
38%41%
27%
38%
2%
17%
9%7%
0%
6%
2%
61%
46%
18%
61%
3%
20%
6%7%
0%
4%2%
44%44%
25%
44%
6%
17%
6%
9%
4%2%0%0%1%
38%38%
26%
19%
5%
13%
5%
13%
3%2%1%0%1%
44%
39%
25%
17%16%
12%
6%5%
11%
5%3%4%
1%1%0%
47%
40%
21%20%20%
10%9%7%7%7%4%3%1%1%1%
VDF -Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Vail Dance Festival -Media/Awareness "Other" Comments
YouTube videos
YouTube
won from work
Vail Valley Dance Initiative
Used to live in Vail for 18 years
Through following work of specific dancers
Through Ballet X
Respite Care Ball
Regular visitor to Vail
Program
Pamphlet
Littleton ballet academy
Infectious disease conference
Donor
Dancer in show
Bravo vail
Ballet x
Ballet Hispanico
Social Media/VVF Awareness
25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
None of these Facebook Instagram YouTube Other (please specify)Snapchat
83%
27%
8%1%
63%
26%
12%
4%3%1%0%
64%
23%16%
7%3%0%0%
VDF -Social Media Usage
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
0%
20%
40%
60%
80%
100%
Yes No
67%
34%
62%
38%
77%
23%
73%
27%
90%
10%
98%
2%
86%
14%
85%
15%
86%
14%
91%
9%
VDF -Did you know the VDF is a project of the Vail Valley Foundation?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
Spending Habits
Spending Habits
27INTERCEPT 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
the Vail Dance Festival and stayed in paid lodging. The accommodation spend is equal to only
those who stayed in paid lodging in Vail, CO.
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$1,242,343
$536,268
$191,710 $183,259
$2,153,580
VDF -Household Spending of Guests Staying in Paid Lodging
Only those who came for the Event
Lodging Spend is equal to only
those who stayed in paid
lodging within Vail.
Spending Habits
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of those who came to Vail, CO specifically for the
Vail Dance Festival and stayed overnight somewhere other than in paid lodging (e.g. 2nd home,
timeshare, friends/family, etc.).
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
Dining Spend Retail Spend Activities Spend Total Spend
$506,505
$307,124 $328,534
$1,142,163
VDF -Household Spending of All Other Overnight Guests
Only those who came for the Event
Spending Habits
29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of Local and In-state Day visitors who came to Vail,
CO specifically for the Vail Dance Festival.
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Dining Spend Retail Spend Activities Spend Total Spend
$162,134
$45,573 $29,038
$236,746
VDF -Household Spending of Local and In-state Day Visitors
Only those who came for the Event
Attendance and Revenue Generation
Attendance and Revenue Generation
31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross
Revenue Generation for the Town of Vail. Total Attendance is the estimated number of people that attended
over the course of the Event. Total People accounts for the average number of days people attended. Total
People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the Event,
and is the sample set used for the estimated Gross Revenue Generation.
2019 Vail Dance Festival estimated revenue generation for the Town of Vail: $4.7M (+/-20%).
15,649 17,590 18,000 16,700
20,760 19,937
22,138 22,768 22,150
20,084
5,839 6,230
10,705 9,947 9,353 7,930 8,971 10,147 8,975 8,821
4,379 4,733
7,815 8,057 8,354 7,380 8,253 9,467 8,250 7,957
$1,045,683 $1,274,153 $1,731,422
$3,266,211 $3,434,455
$3,058,615
$3,660,166 $3,819,892 $3,998,155
$4,748,890
$(1,500,000)
$(500,000)
$500,000
$1,500,000
$2,500,000
$3,500,000
$4,500,000
$5,500,000
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
VIDF -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for VIDF)Gross Revenue Generation
Accommodations
Accommodations
33INTERCEPT 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 (specify)Day Trip VRBO/AirBnB
23%
10%14%
5%
48%
2%
23%
13%15%
7%
37%
6%
20%
8%
17%17%
34%
1%4%
26%
7%
19%
11%
31%
0%5%
36%
7%
21%
7%
24%
1%5%
22%
5%
28%
4%
36%
1%4%
35%
7%
22%
6%
24%
1%6%
38%
9%
18%
6%
21%
1%
7%
33%
7%
23%
6%
23%
1%
7%
30%
5%
25%
5%
23%
1%5%5%
VDF -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
25%22%24%
10%6%13%19%
32%
23%
5%4%
18%
28%23%22%
4%2%
21%26%
15%22%
7%12%
19%
41%
27%
14%7%7%4%
34%
20%21%
10%7%9%
30%34%
15%8%7%5%
47%
26%
8%6%8%4%
32%32%
17%10%7%3%
33%33%
15%9%7%4%
VDF -Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =233
Average nights stayed (all accommodations) -4.7
Average nights stayed ( paid lodging in Vail) -3.7
Accommodations
34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Vail Avon Beaver Creek Edwards Arrowhead
57%
12%10%7%
0%
58%
5%
16%
9%
2%
61%
9%12%
3%1%
66%
8%7%3%1%
63%
9%5%8%
2%
59%
7%
13%
6%2%
65%
10%5%6%3%
59%
10%5%4%3%
59%
10%10%6%2%
61%
9%7%5%3%
VDF -Top Five Towns Stayed In
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =311
Geographical Data
Geographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Resident Non-Colorado Resident
68%
32%
64%
36%
67%
33%
63%
37%
67%
33%
70%
30%
67%
33%
68%
32%
63%
37%
63%
37%
VDF -State of Origin
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
44%
3%
22%
30%
1%
37%
6%
22%
34%
1%
34%
4%
28%32%
1%
31%
5%
27%
34%
3%
24%
5%
39%
30%
2%
36%
4%
30%29%
1%
24%
6%
37%32%
1%
21%
7%
40%
31%
0%
23%
7%
33%35%
2%
23%
5%
36%35%
1%
VDF -Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
Demographical Data
Demographics
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
63% of those attending with
“Family (including children)” were
attending 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 10.3.
0%
20%
40%
60%
80%
100%
Self Spouse/significant other Friends Only Family (including
children)
Family (not including
children)
Group/work colleagues
10%
34%31%
14%
6%1%6%
36%
21%14%8%
1%
9%
27%
20%25%
10%
1%
9%
36%
22%17%
9%
2%7%
42%
21%22%
6%2%4%
44%
26%
19%
7%0%
8%
39%
24%20%
9%
0%5%
37%
22%25%
9%
1%6%
40%
23%23%
7%1%7%
45%
22%20%
5%1%
VDF -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
0%
20%
40%
60%
80%
100%
Yes No
63%
37%
85%
15%
75%
25%
69%
31%
69%
31%
79%
21%
68%
32%
63%
37%
VDF -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 =84
Demographics
39INTERCEPT 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
20%
39%
10%
3%5%
23%19%
41%
11%
1%6%
22%28%
37%
8%5%5%
17%
24%
50%
11%
0%5%10%
18%
43%
14%
3%10%12%13%
52%
13%
1%6%
14%13%
44%
17%
3%8%15%17%
39%
16%
4%9%16%19%
41%
13%
3%10%14%15%
45%
15%
2%
10%13%
VDF -Family Status
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =416
0%
20%
40%
60%
80%
100%
Own Rent
82%
18%
86%
14%
91%
9%
95%
5%
92%
8%
97%
3%
91%
9%
90%
10%
90%
10%
93%
7%
VDF -Own vs. Rent Primary Residence
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =397
Demographics
40INTERCEPT 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
3%4%2%
48%43%
1%2%4%4%
41%
48%
3%4%2%
34%
56%
0%1%6%4%
33%
55%
6%3%
36%
55%
1%1%4%4%
32%
58%
0%7%4%
37%
53%
1%6%3%
36%
55%
1%4%3%
34%
58%
VDF -Education Level
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =413
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+
7%1%
10%10%13%
25%23%
12%
1%7%8%
19%
33%
22%
11%
2%3%6%9%14%
27%27%
13%
1%1%4%6%
15%
29%27%
18%
1%1%
9%9%15%
25%28%
12%
2%2%8%12%13%
30%24%
10%
2%1%7%8%13%
29%25%
15%
1%0%6%8%13%
27%29%
16%
VDF -Income Categories
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =333
Demographics
41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%4%
13%14%17%
28%22%
1%2%
15%17%15%20%
29%
0%3%9%9%
21%26%30%
2%6%
15%20%26%31%
0%1%3%
10%15%
33%37%
5%
15%
25%
54%
1%0%4%9%13%
32%
41%
2%4%8%
17%
25%
43%
0%1%3%8%
17%
26%
44%
1%0%3%7%13%
22%
54%
VDF -Age Categories
(Does not include children < 18)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =384Average age of respondents -59.4
Average age of children < 18 -10.3
0%
20%
40%
60%
80%
100%
Male Female
33%
67%
44%
56%
30%
70%
38%
62%
20%
80%
25%
75%
32%
68%
33%
67%
33%
67%
34%
66%
VDF -Gender
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =408
Demographics
42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
White/Caucasian Prefer not to answer Other (specify)Hispanic/Latino Asian American Indian or
Alaskan Native
Black/African
American
95%
1%2%1%
93%
2%2%1%
89%
5%1%2%2%
86%
7%3%2%1%1%
88%
5%2%2%1%0%0%
VDF -Ethnicity
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =403
0%
20%
40%
60%
80%
100%
English Spanish Russian German French Other (specify)
98%
1%
99%
1%1%
98%
0%0%0%1%
98%
1%0%0%0%
98%
1%0%1%0%0%
VDF -Primary Language
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =412
Lifestyle Categories
43INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Arts & Culture
(dance, music,
Theatre)
Traveler Sports
Enthusiast
(hiking, biking,
skiing)
Health &
Fitness
Wine &
Foodie
Music Festival
Enthusiast
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Investment &
Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Craft Beer
Enthusiast
Tech
Enthusiast
Other (specify)
70%
46%
51%
44%42%
30%
21%
12%
7%7%7%
77%
51%
58%
44%
38%
34%
28%
15%13%
7%
3%4%2%
80%
44%47%
42%39%
36%
25%
20%
10%
7%6%6%6%
79%
47%
44%
40%
44%
29%26%
21%
9%9%7%
3%5%
77%
45%47%
43%
39%
33%
26%
18%
10%
6%5%4%4%
80%
51%48%46%
41%
32%
25%
15%
11%
7%6%6%4%
VDF -Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Donors
Donors
45INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
37%
63%
22%
78%
20%
80%
26%
74%
29%
71%
VDF -Are you a current VVF donor?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =429
Vail Dance Festival In-person Intercepts
47INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendance
0%
20%
40%
60%
80%
100%
Lawn seating Reserved seating
45%
55%
67%
33%
75%
25%
66%
34%
VDF -Ticket Type
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
0%
20%
40%
60%
80%
100%
1 performance 2 performances 3 performances 4 performances 5 performances 6 performances 7 performances 8 performances 9 performances 11 performances 12 performances
44%
22%17%
7%3%3%2%1%2%
35%29%
15%9%4%2%2%1%2%1%1%
24%29%24%
4%7%4%2%2%3%2%
VDF -Performance Attendance
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
48INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Net Promoter Score
99 97 98
0
10
20
30
40
50
60
70
80
90
100
0%
20%
40%
60%
80%
100%
2017 2018 2019 Net Promoter ScoreRecommendation DistributionAxis Title
VDF In-Person Vail -Net Promoter Score
Promoters Passive Supportors Detractors Net Promoter Score
49INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Awareness
0%
20%
40%
60%
80%
100%
Yes, VVF No Yes, Other
80%
20%
67%
23%
10%
48%46%
6%
49%47%
4%
VDF -Do you know the name of the organization that produces this event?
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
0%
20%
40%
60%
80%
100%
Friends/Family Vail International
Dance Festival
website
Newspaper Vail Valley
Foundation website
Facebook Email Poster Concierge Other
58%
6%
31%
4%10%
16%
1%3%
43%
20%
1%3%3%5%2%4%
37%
5%
25%
6%8%
18%
7%2%2%
44%
16%15%
6%5%5%4%3%2%
VDF -Media/Awareness
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
50INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Who Attended With/Age Categories
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Group
9%
42%
21%
10%8%9%
1%6%
43%
19%13%12%6%1%
16%
53%
15%6%9%1%6%
62%
8%9%14%
1%
VDF -With Whom Attended
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =133
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
2%2%5%8%
17%21%
44%
2%7%11%
20%24%21%16%
1%3%7%10%
28%23%29%
1%1%
15%
25%27%
13%18%
VDF -Age Categories
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
N =124
Average age of respondents -48.7
End of Report