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HomeMy WebLinkAbout15. TOV Summer 2020 Post-Trip Survey Results1 Town of Vail Summer Post-Trip Survey 2020 Introduction and Methodology The Vail Summer Post Visit is a research project conducted by the Town of Vail and the Vail Local Marketing District (VLMD). It is intended to track information from guests that visited Vail during summer 2020 and that logged into the Discover Vail WiFi site. This report includes data collected through August 10, 2020. If you have questions the results please contact Chris Cares at RRC Associates: chris@rrcassociates.com. This survey will continue through September and a more comprehensive analysis of results will be presented in October. Updates to the survey data will also be provided to staff periodically and results can be probed if there are specific questions that can be addressed through the research. Select Key Findings • Net Promoter Score (NPS) is 75%, with particularly strong ratings from Overnight Out of State Visitors (84%). Note, the shift in survey methodology to all online surveying (no intercepts), coupled with the Covid-19 pandemic creates some loss in comparability. These changes will be further analysed in the end of season report. • Geographic origins of visitors are similar to past years with Colorado as the primary source of visitors followed by Texas, Florida and California. The market share from Colorado appears to be up at this time (to 42% of total visitors). • Mexico is a relatively strong market this year according to the survey responses (6%), but with a majority of these of visitors (63%) indicating that they are second homeowners. • Of overall responses, 59% are overnight visitors, and 16% are second home owners. • The percentage of first-time summer visitors is down year to date (24%), a finding that is consistent with other research indicating that first-time trial of new resorts may be down in response to Covid-19 concerns. • The survey included detailed questions on expenditures. These were new questions that had not been asked in recent years. Not surprising is the finding that overnight visitors from out of state are spending significantly more per person per day than other visitors (average of $216, or $135 excluding lodging) with overnight visitors from within Colorado spending slightly less ($207 on average). • The survey contains several questions that address Covid-19 related topics. In summary, a majority of respondents feel extremely or very safe (58%) with the Eagle County protocols. However, there are sharp differences in these ratings by visitor type, with overnight out of state most likely to feel comfortable and second homeowners and overnight visitors from Colorado providing lower ratings. • In a related finding, most respondents (60%) feel that the pace of lifting restrictions on businesses and public gatherings is “about right,” with 17% saying things are moving “too fast.” However, second homeowners and full-time residents that responded to the survey were especially likely to say “too fast,” (23% and 56% respectively). These responses will continue to be tracked. They represent an important finding in terms of community support for efforts to open the community and to welcome guests as the Valley moves forward in dealing with the pandemic. 2 Table of Contents Demographics 3 Respondent Geography 4 Net Promoter Score & Ratings 5 Prior Visitation 6 Lodging 7 Trip Spending 8 Information Sources 9 Experiences & Activities 10 Vacation Preferences & Other Destinations Considered 11 Welcome Center 12 Pass Ownership & Vail as “Green Destination” 13 Covid-19 Special Questions 14 Selected Questions- US vs. International 15-16 Parking Counts 17 Town of Vail | Summer Post-Trip Survey 2020 3 2% 3% 13% 10% 10% 247 Demographics Which best describes you and your Vail visitation? Overnight visitor (spent one or more nights away from home) Day visitor (left home today and returned home in the same day) Seasonal resident (second homeowner) in Vail/Eagle County Full-time resident of the Town of Vail/Eagle County n= 59% Respondent Gender: Male 48% Female 52% . Which category best describes your family status? Single, no children Single with children at home Single with children no longer living at home Couple, no children Which category represents the annual income of your household before taxes? Under $25,000 $25,000 - 49,999 $50,000 - 74,999 5% $75,000 - 99,999 6% $100,000 - 149,999 16% $150,000 - 199,999 12% $200,000 - 299,999 Couple with children at home Couple with children no longer living at home n= 41% $300,000 - 499,999 $500,000 and over Prefer not to answer n= 23% . Who did you travel with on your visit? (Please select all that apply) Spouse/partner 72% Children 17 and under 34% Friends 20% Children over 18 17% Other relatives 15% No one, traveled alone 6% Other 2% n= 247 15% 3% 4% 14% 24% 258 18% 16% 7% 303 n=261 Town of Vail | Summer Post-Trip Survey 2020 4 © 2020 Mapbox © OpenStreetMap © 2020 Mapbox © OpenStreetMap 5% 4% 2% 2% 2% 220 Respondent Geography US State State: Top 10 Colorado Texas Florida Mexico California Illinois Ohio Arizona Massachusetts Other n= 42% . Colorado County Colorado County: Top 10 Arapahoe 7% Denver 7% Jefferson 6% El Paso 5% Boulder Douglas Adams Broomfield Eagle Out of state/foreign n= 60% 2% 2% 0% 6% 1% 1% 0% 3%1% 3% 0% 1% 2% 0% 1% 3% 0% 0% 2% 1% 9% 1% 0% 1 1% % 6% 42% 0% 42% 9% 6% 6% 6% 3% 3% 3% 2% 19% 236 2% 5%2% 1% 2% 0% 7% 6 % 2% 7% 0% 4% 1% 1% 0% 5% 0% 10% Town of Vail | Summer Post-Trip Survey 2020 5 Net Promoter Score & Ratings On a scale from 0 to 10, where 0 is Not at all likely and 10 is Extremely likely, how likely are you to recommend Vail to friends and family, as a summer destination? Overall NPS Score 75% NPS score is the percent of promoters (9 & 10) minus the percent of detractors (0-6). Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= OOS Overnight 88% 7% 4% 84.2 95 Colorado Overnight 78% 16% 6% 71.9 64 Day visitors 73% 13% 13% 59.6 52 Seasonal residents 91% 9% 81.4 43 . Using a scale from 1 to 5, where 5 is "extremely satisfied," how satisfied are you with the following? *Categories are sorted in descending order by the average rating. Rating Category Avg. n= Dissatisfied (1 & 2) Neutral (3) Satisfied (4 & 5) Cleanliness of the Town of Vail’s streets and outdoor spaces 4.8 254 0% 2% 98% Ease of public transportation 4.7 141 1% 1% 97% Lodging experience 4.6 183 1% 6% 93% Ease of finding parking in Vail 4.5 223 4% 9% 87% Interaction with local shops 4.5 237 2% 8% 91% Interaction with local restaurants 4.5 249 2% 9% 89% Visitor information (signage, brochures, maps, etc.) 4.4 190 2% 9% 89% Interaction with town greeters and/or Welcome Center staff 4.3 102 6% 12% 82% Overall value you received for your money 4.2 251 2% 17% 81% 5 - Extremely Satisfied 4 3 2 1 - Extremely Dissatisfied Overall 83% 9% 8% 75.0 256 Town of Vail | Summer Post-Trip Survey 2020 6 Prior Visitation Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip? Overall None, this was my first summer visit One 2-4 Overall 24% 12% OOS Overnight 38% 15% 23% Colorado Overnight 13% 8% 27% Day visitors 29% 17% 29% Seasonal residents 2% 7% 27% 5-7 8-10 More than 10 n= 12% 1% 11% 94 8% 6% 38% 63 4% 6% 15% 48 7% 7% 49% 41 . Approximately how many times have you visited Vail in the winter and/or fall (November through April)? Overall Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents None 34% 47% 24% 41% 9% One 11% 8 % 21% 9 % 6% 2-4 20% 21% 19% 25% 9% 5-7 8-10 More than 10 n= 7% 2% 26% 222 8% 15% 85 7% 2% 28% 58 9% 16% 44 3% 9% 65% 34 First time 24% Repeat 76% None 34% Repeat 66% 26% 9% 4% 25% 248 Town of Vail | Summer Post-Trip Survey 2020 7 Lodging How many nights did you stay in the Vail area on your most recent trip? How did you book your lodging reservation? 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 - 9 nights 10 - 14 nights 15 - 21 nights Avg. n= 20% 20% Directly with hotel/lodge property Another person (spouse, child, friend, etc ) Directly with a property owner (VRBO, Homeaway, Airbnb, etc ) Online travel agency (e g , Expedia, Travelocity) Direct to timeshare Did not make advance reservations Directly with a management company Vail Central Reservations My companys travel department Travel agent/tour company Dont recall Other: n= 40% 11% 13% 7% 6% 10% 3% 8% 2% 4.7 168 14% 12% 9% 7% 3% 3% 2% 1% 1% 1% 8% 170 Town of Vail | Summer Post-Trip Survey 2020 8 Overall OOS Overnight Colorado Overnight Day visitors Lodging (hotel/motel, camping fees, etc.) $66 $81 $96 $0 Restaurants / bars / food concessions $57 $61 $60 $46 Shopping / retail purchases (groceries, clothing, gifts, etc ) Recreation / sightseeing / entertainment(golf, gondola/on-mountain activities, movies, etc ) Local transportation (gas, taxi, Uber, etc ) Other (excluding lodging) Total $181 $216 $207 $80 Trip Spending Spend Per Person Per Day (Average): $34 $38 $35 $24 $16 $23 $11 $8 $4 $6 $2 $1 $3 $5 $2 $1 . Town of Vail | Summer Post-Trip Survey 2020 9 53% 41% 21% 15% 14% 13% 10% 6% 6% 4% Information Sources When making decisions about where to go for leisure trips during the summer, what information sources do you use to decide where to go or what to do? (Please select all that apply) Recommendations from friends and family Google searches Review sites (TripAdvisor, Yelp, etc.) Specific destination websites Accommodation, air, or transportation sites (e.g., Airbnb) Social media Ski resort websites Online travel agents (Travelocity, Expedia, etc.) Magazines (online or publication) Travel books (e.g., Lonely Planet) Recommendations from a travel agency 77% Online ads 4% Newspapers (online or publication) 3% Other: 7% None of the above 7% n= 253 Town of Vail | Summer Post-Trip Survey 2020 10 Experiences & Activities What types of experiences were you looking for in Vail? (Please select all that apply) Rest and relaxation Exercise (hiking, bike riding, etc.) Time in nature Family time Sightseeing Adventure Play Kid-friendly Other n= 77% . Which of the following did you or your group participate in while in the area? (Please select all that apply) Dining out 88% Shopping 71% Hiking 61% Vail Mountain (gondola ride, activities on top of mountain, etc.) 36% Sightseeing 35% Mountain Biking 23% Road Cycling 22% Water activities (rafting, fishing, stand up paddle boarding, etc.) 19% Festivals, local events, or concerts 12% Wedding or similar event 2% Other 11% n= 226 70% 62% 53% 41% 39% 29% 22% 9% 237 Town of Vail | Summer Post-Trip Survey 2020 11 Vacation Preferences & Other Destinations Considered Fast-paced, full of many activities that keep me on-the-go A mix of slow and fast paced Slower-paced, full of relaxation and "treating myself" None of the above n= Most of my vacations could best be described as: 70% And how would you describe your recent Vail visit? 50% Did you seriously consider a different summer resort for this past trip, and if yes, which one or two resorts did you most seriously consider? (Please select up to two locations) Nowhere else, just considered Vail for this last trip 49% Breckenridge 22% Aspen/Snowmass 14% Beaver Creek 11% Telluride 7% Other locations outside of Colorado 6% Crested Butte 4% Other locations in Colorado 4% Keystone 4% Jackson Hole 3% National Park 3% Park City/Deer Valley 2% Steamboat 2% Copper Mountain 2% Winter Park 2% Whistler 1% n= 214 14% 15% 0% 216 15% 32% 3% 216 Town of Vail | Summer Post-Trip Survey 2020 12 Welcome Center Did you visit a Vail Welcome Center during your stay? Which Welcome Center(s) did you visit? Vail Welcome Center 71% Yes No n= 90% Lionshead Welcome Center Both n= Please rate your overall satisfaction with your Welcome Center(s) experience: 5 - Extremely satisfied 4 3 1 - Extremely dissatisfied Avg. n= 58% 10% 242 13% 17% 24 29% 8% 4% 4.4 24 Town of Vail | Summer Post-Trip Survey 2020 13 37% 222 Pass Ownership & Vail as "Green" Destination Do you own or have you owned any type of Epic season pass? Yes No 63% n= During your stay, did you find Vail to be an environmentally friendly (“green”) destination? Yes No Uncertain n= 75% 2% 23% 232 Town of Vail | Summer Post-Trip Survey 2020 14 How safe did you feel with the additional protocols Eagle County has put in place to address COVID-19? Overall OOS Overnight Colorado Day visitors Seasonal How would you rate the pace of lifting restrictions on businesses and public gatherings in Vail? Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Full-time residents Covid-19 Special Questions Overnight residents % 10 - Extremely Safe & 9 58% 69% 51% 59% 48% % 7 & 8 21% 22% 11% 27% 25% % 0 - 6 21% 9% 38% 14% 28% Avg. 8.1 8.7 7.2 8.4 7.8 n= 247 91 63 51 40 Using the following scale, how time? would you rate compliance with Vail safety protocols at this Overall Ov OOS ht Colorado Day visitors Seasonal Full-time ernig Overnight residents residents 5 - Very Strong Compliance 40% 54% 37% 34% 29% 21% 4 27% 28% 16% 32% 34% 32% 3 - Some Compliance/Some Noncompliance 27% 15% 34% 32% 32% 37% 2 4% 2% 8% 2% 2% 5% 1 - Very Little Compliance 2% 5% 2% 5% Avg. 4.0 4.3 3.7 4.0 3.9 3.6 n= 263 92 62 47 41 19 Moving too slowly 8% 9% 5% 7% 10% 13% About right 60% 66% 52% 66% 62% 31% Moving too fast 17% 9% 18% 11% 23% 56% Not sure 15% 16% 25% 16% 5% n= 254 92 61 44 39 16 Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 15 International 7 15% 8% 69.2 13 International Country of Origin Mexico Canada n= 88% NPS Category / Score Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= 83% 7% Which best describes you and your Vail visitation? Overnight visitor (spent one or more nights away from home) Day visitor (left home today and returned home in the same day) Seasonal resident (second homeowner) in Vail/Eagle County Full-time resident of the Town of Vail/Eagle County n= 65% 63% International 13% 16 U.S. 10% 7% 75.4 203 Overall 83% 9% 8% 75.0 256 U.S. 21% 15% 220 Overall 59% 18% 16% 7% 303 International 31% 6% 16 Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 16 Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip? None, this was my first summer visit One 2-4 5-7 8-10 U.S. 23% 11% 27% 10% 5% More than 10 n= 195 24% 33% Approximately how many times have you visited Vail in the winter and/or fall (November through April)? None One 11% U.S. 35% 2-4 5-7 8-10 More than 10 n= 6% 2% 177 20% 25% 58% International 17% 17% 25% 8% 12 International 8% 8% 8% 17% 12 Overall 34% 11% 20% 7% 2% 26% 222 Overall 24% 12% 26% 9% 4% 25% 248 Town of Vail | Summer Post-Trip Survey 2020 17 Parking Counts: April 1, 2020 to Date Town of Vail Parking Counts: 2020 vs. 2019 6K 4K 2K 0K -2K -4K Apr 9 Apr 24 May 9 May 24 Jun 8 Jun 23 Jul 8 Jul 23 Aug 7 19/20 YOY Difference 18/19 -3,996 -251 Town of Vail Parking Counts: 2020 by Lot 6K 5K 4K 3K 2K 1K 0K Mar 26 Apr 5 Apr 15 Apr 25 May 5 May 15 May 25 Date: [2020] Jun 4 Jun 14 Jun 24 Jul 4 Jul 14 Jul 24 Frontage Rd. Red Sandstone Lionshead: Transactions Vail Village: Transactions Dashed verticle lines represent Saturdays Vehicles/Transactions Vehicles/Transactions