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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 7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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. 8INTERCEPT 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 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 9INTERCEPT 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 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 10INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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