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HomeMy WebLinkAbout04. Vail Winter 2020 21_End of Season Report to Council._VAIL WINTER 2020/21 POST-VISIT ONLINE SURVEY RESULTS PRESENTATION TO VAIL TOWN COUNCIL –6/1/2021 Introduction to the 2020/21 Research •Winter 20/21 brought unique and unprecedented challenges to the Town of Vail. Along with changes in virtually every aspect of community life, the COVID-19 pandemic forced new approaches to visitor research. Starting in summer 2020, and continuing throughout this past winter, the research program adapted by changing the method of interviewing visitors and residents. Surveys were collected all online and were analyzed with attention to the overall visitation patterns observed from November through early April. The Town of Vail wifi gating capabilities have made this type of research possible. No intercept surveys were able to be collected because of the pandemic. •In the following report, some comparisons are made between winter 2020 to 2021, with particular attention to the time period before COVID-19 emerged in 2020 (early March). In this way, it is possible to make some general comparisons of the overall profile of visitors to town, to identify trends that were present prior to the pandemic, and to note changes that became evident post pandemic. In addition, this presentation includes some data from the entire winter season 2021. •The story that emerged from the overall winter visitor research program included notable themes: •The summer 2020 research indicated that, despite the pandemic, Vail had shown resilience in visitation from tourists. After a slow start, the summer season became (mostly) typical of past summers when measured in terms of demographics and visitor experiences. Based on the research, the overall visitor profile in summer 2020 compared to past years was remarkably stable. •In contrast, overnight winter visitation as recorded by Destimetrics, was down consistently in winter 2021, starting in early December and continuing through early March. These results are illustrated on a slide that follows. •Vehicle counts from the public parking areas in Vail provide another source of data showing visitation patterns. In general, parking counts were also down slightly, though not as much as the measures of overnight visitation. However, parking patterns did show changes, with more parking on the Frontage Road, particularly in after Christmas in the holiday period, and on weekends through the first of March. These findings are illustrated on a slide that follows. Introduction Continued Vail Occupancy Rate Source: Destimetrics and RRC Parking Counts Compared -Nov 20th to April 18th, 2021 2020/21 Parking Counts by Lot Source: Vail parking data graphed by RRC The Approach Summer and Winter Research •New data collection method in Summer and Winter 2020/2021. The change in how data was gathered was noted previously and should be considered in interpreting survey results. Starting in summer 2020, the Town of Vail WiFi users were the source of summer and winter data. Anyone that signed up to use WiFi received a request to complete a survey five days after their sign up. This method resulted in 825 surveys obtained over the winter season. This method has presented a new means of collecting data, and it will provide a source of comparable benchmarks season to season and year over year going forward. •In the report that follows, several key metrics are called out; they will be tracked in future reports. These metrics include: Geographic origins of visitors, Visitor type (Out-of-State Overnight, Colorado Overnight, Day Visitors, and Seasonal Residents), Net Promoter Scores (NPS), First-time/repeat visitor ratios. Table of Contents Demographics Respondent Geography Net Promoter Score & Ratings Prior Visitation Lodging Trip Spending Information sources & Other Destinations Considered Experiences & Activities Welcome Center &Vail as “Green Destination” Covid-19 Special Questions Selected Questions: US vs. International Parking Counts Example of Dashboard: RRC has provided TOV staff with bi-weekly dashboards that track visitation. These reports include contents as summarized on the left side of this graphic Example of Dashboard -Demographics Example of Dashboard –Respondent Geography State/Country of Origin 20/21 Post Visit Results Compared to 19/20 Intercept Results The figure at right shows the top 10 states/countries of origin in Winter 20/21/21 compared to season-to-date Winter 2019/20 results. The share of in-state visitation increased (+2 ppts), and visitation from Texas and Florida together were up 7 ppts. Mexico was down through the comparable period. Colorado County 20/21 Post Visit Results Compared to 19/20 Intercept Results The figure at right shows the top Colorado counties of origin in Winter 20/21 compared to Winter 2019/20. Percentage of visitation from Denver exceeds other counties. Boulder and El Paso counties were particularly strong this season. Visitor Type 20/21 Post Visit Results Compared to 19/20 Intercept Results Data suggest overnight visitors were up this season. However, the change in survey methods, from intercept surveys in 2020 to on-line surveys in 2021 may have influenced results. Percentages should be used with caution. Epic Pass Ownership Epic Pass ownership was tracked through the survey. The high use of Epic Passes by Vail visitors represents an important component of Vail visitation; as a part of the winter data analysis, many of the survey questions are cross tabulated by Epic Pass ownership. Pass holders are likely to be knowledgeable about Vail and are generally loyal and engaged. Use of Air Service The use of air service in winter 2020/21 was of particular interest in light on the pandemic. Data suggest that air travel remained strong as the primary method of travel for overnight visitors. With 81% of overnight out of state visitors reporting they travelled by air. LIKELIHOOD TO RECOMMEND AND SATISFACTION RATINGS NPS Category/Score The question illustrated below has been used as a metric for satisfaction measurements in Vail for some time. Not surprisingly, second homeowners report the highest scores overall, and this segment is especially likely to include “promoters.“ Overall, net promoter scores declined this winter indicative of a combination of frustrations with snowfall (early season) and the challenges of the pandemic. Net Promoter Category/Score 20/21 Post Visit Results Compared to 19/20 Intercept ResultsNote that this comparison of Net Promoter Scores is influenced by the source of the data. Winter 2020 data was obtained via intercept surveys; generally, NPS scores are higher when they are obtained from in person interviews. The overall score for winter 2021 is NPS 67. In the future, more reliance will be placed on post visit data and benchmarking will be consistent year over year and season to season. Satisfaction Ratings The survey tracked satisfaction across a number of different categories of the experience. In general, all categories are positive with no single element rated higher than 12% in the negative. Public transportation, finding parking, and value received the lowest ratings. Cleanliness is highest rated. Ratings of satisfaction are compared year over year. Note that the changes in survey methods between winter 2020 (Intercept) and 2021 (Online) may affect responses slightly. There were relatively weaker ratings of visitor information this year. It is unclear if COVID-19 protocols influenced these results. Satisfaction Ratings 20/21 Post Visit Results Compared to 19/20 Intercept Results PRIOR VISITATION & LIKELIHOOD TO RETURN Previous Winter Visitation First time visitors are a segment that is closely tracked. About 40% of Out of State Overnight Visitors reported that they were on their first trip; this figure was up somewhat from past winters. First timers were also up last summer, indicative of some of the shifts in visitation that occurred since the pandemic began. Intent to return to Vail next winter is high overall, with 70% overall indicating an intent to return of 8 or higher on the 10 scale. Not surprisingly, Coloradans report the highest levels of intent to return. Likelihood to Return ADDITIONAL QUESTIONS / ANALYSIS Lodging Booking Method Booking methods are of particular interest. While most respondents indicate they booked direct to hotels/lodges (31%), 21% reported they went direct to an RBO (Rent by Owner), and an additional 12% reported using online travel agencies like Expedia and Travelocity. These numbers showed increases this winter. Average Spending per Person per Day Calculations of spend per party per day and per party per trip can also be determined. Note that lift tickets were not called out as a category for spending. For more detailed analysis, estimates would take Epic Pass owners into account separated from skiers that did not report having a pass. The purpose of these questions is to track relative expenditures and not detailed spending which would require more specialized analysis. Activity Participation Dining and skiing/snowboarding are the most frequently identified activities among Vail visitors. Shopping and Sightseeing are next most cited, with day visitors least likely to ski but sightsee more. Use of Vail transit was tracked by visitor type. Seasonal residents were especially likely to use the services, but reported use is high across all groups (over 30%) with the exception of Day Visitors. Use of Vail Transit Welcome Center Visitation Overall, about one in ten visitors report using one of the Welcome Centers. Interestingly, use was lowest among Out of State Overnight guests suggesting that lodging and concierge services and other pre-trip sources of information are being used by this segment. Other Resorts Considered Respondents are generally positive in terms of evaluating Vail as a “green” destination, with 64% saying “yes” and 20% “uncertain.” The percentage uncertain represent candidates for further communications and information on Vail’s efforts; for example, OOS and Colorado overnight visitors that are uncertain could be reached through joint efforts with lodging properties. Seasonal residents could also be targeted although they are already relatively aware and positive about efforts. Vail as “Green” Destination Environmental Programs Open ended comments provided additional insights on perceptions of Vail’s environmental programs. Recycling around town was highly noticed and appreciated. Respondents noted that hotels and condos were participating as well. Recycling is amazing in the Valley. I am sorry to see that paper towels are back in the restrooms but I hope that can change when covid passes. I saw the posters about Epic + Vail's commitment to go carbon neutral by 2030 and was impressed. The clean fuel of the bus system is fantastic. Recycling programs on public walkways etc. people from out of town don't know what "qualifies" as recyclable in your town. Vail does a great job of using signs to make that very clear. Recycling in our condo was great to see COVID-19 COVID-19 related questions were tracked through the season. Ratings of compliance with safety protocols showed gradual improvement as the winter progressed. Responses by segment were generally similar although seasonal residents were less likely to identify “very strong compliance.”. Safety Protocol Compliance Most respondents felt good about the pace of lifting restrictions on businesses and public gatherings (71%). Among the minority that didn’t say, “about right,” more felt the pace was moving “too slowly” than “too fast.” Overall, there was strong support for management efforts related to COVID-19. Pace of Lifting Restrictions Feeling of Safety A strong majority of respondents felt very safe based on the Vail protocols. There were only slight differences in these results among different groups of visitors. 14. What actions should Vail consider to make you feel safer during your visit? Workers at chairs 3 and 4 were really good at telling people to pul up theirmasks, but workers at game creek bowl did not care at all about peoplewearing masks. There should be harsher consequences for people notwearing masks.More enforcement of masks in town. A significant number of comments were from respondents that felt safety protocols such as masks were unnecessary; however, even more commented that they appreciate Vail’s efforts towards safety. They suggest mandating mask wearing, especially in lift lines, encouraging social distancing and more sanitizer. You should Scan temperature. And encourage the social distance I didnt notice anyone cleaning door handles/etc when we had lunch on themountain, but that could have just been the timing. Had to hunt a bit forhand sanitizer when in mid Vail and Eagles Nest. Didnt notice anybodycleaning gondolas but may have just not noticed when I rode them Require masking in elevators, shuttle buses, lif t lines, and whencongregating outside. Limit number of people in the hot tub. Nobody wasenforcing this either at the resort or in the town. Pandemic’s Influence on Visit The pandemic did result in minor paranoia resulting in the prevention of doing certain indoor/"small-roomed" activities like bowling and ice skating. Would be comfortable with more relaxed COVD protocols There was not a strong consensus on the effect of the pandemic. Many people rescheduled their trip. Reservations were hard to get, lift lines were long and busses didn’t run frequently enough. Frustrations were expressed, as were positive comments about how safe many visitors felt. Difficult to eat in a nice restaurant, hard to get reservations if not made in advance Felt extremely safe and comfortable with my family in Vail. Wearing masks outdoors is not necessary and proven to be fruitless. It wasan unnecessary and extreme measure. Masks are only appropriate indoors orin extremely overcrowded areas outdoors. THANK YOU! QUESTIONS?