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HomeMy WebLinkAbout11. TOV Summer 2020 Post-Trip Results. 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. Town of Vail Summer Post-Trip Survey 2020 1 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. 450 Surveys through August 23, 2020 Table of Contents Demographics 2 Respondent Geography 3 Net Promoter Score & Ratings 4 Prior Visitation 5 Lodging 6 Trip Spending 7 Information Sources 8 Experiences & Activities 9 Vacation Preferences & Other Destinations Considered 10 Welcome Center 11 Pass Ownership & Vail as "Green Destination" 12 Covid-19 Special Questions 13 Selected Questions - US vs. International 14 - 15 Parking Counts 16 Town of Vail Summer Post-Trip Survey 2020 1 . Single, no children Single with children at home Single with children no longer living at home Couple, no children Couple with children at home Couple with children no longer living at home n= 16% 3% 4% 14% 41% 23% 275 Which category best describes your family status? Under $25,000 $25,000 - 49,999 $50,000 - 74,999 $75,000 - 99,999 $100,000 - 149,999 $150,000 - 199,999 $200,000 - 299,999 $300,000 - 499,999 $500,000 and over Prefer not to answer n= 2% 3% 6% 6% 16% 11% 13% 10% 9% 23% 263 Which category represents the annual income of your household before taxes? . Town of Vail | Summer Post-Trip Survey 2020 Demographics 2 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= 57% 18% 16% 8% 328 Which best describes you and your Vail visitation? Female 52% Male 48%n=278 Respondent Gender: Spouse/partner Children 17 and under Friends Children over 18 Other relatives No one, traveled alone Other n= 73% 35% 21% 18% 16% 6% 2% 260 Who did you travel with on your visit? (Please select all that apply) 2% 1% 9% 2%1%0% 3% 1% 1% 0% 0% 1% 0% 2% 2% 0% 1% 1% 0% 1%4% 1% 6% 41%5% 4%0% © 2020 Mapbox © OpenStreetMap US State Colorado Texas Florida Mexico California Illinois Arizona Ohio Massachusetts Other n= 41% 9% 6% 6% 5% 4% 4% 3% 2% 19% 241 State: Top 10 . Town of Vail | Summer Post-Trip Survey 2020 Respondent Geography 3 0% 0%1% 2% 0% 6%1% 5% 2% 4% 7% 1% 2%4% 7% 2% © 2020 Mapbox © OpenStreetMap Colorado County Arapahoe Denver Jefferson El Paso Boulder Douglas Adams Broomfield Eagle Out of state/foreign n= 7% 7% 6% 5% 4% 4% 2% 2% 2% 61% 224 Colorado County: Top 10 0%41% 0%9% Overall NPS Score 76% NPS score is the percent of promoters (9 & 10) minus the percent of detractors (0-6). Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= 83% 9% 7% 75.9 270 89% 7% 4% 85.1 101 78% 16% 6% 71.9 64 73% 15% 13% 60.0 55 92% 8% 83.3 48 . Rating Category Avg.n=Dissatisfied (1 & 2)Neutral (3)Satisfied (4 & 5) Cleanliness of the Town of Vail’s streets and outdoor spaces 4.8 273 Ease of public transportation 4.7 152 Lodging experience 4.6 194 Ease of finding parking in Vail 4.5 240 Interaction with local shops 4.5 253 Interaction with local restaurants 4.5 267 Visitor information (signage, brochures, maps, etc.)4.4 203 Interaction with town greeters and/or Welcome Center staff 4.4 112 Overall value you received for your money 4.2 270 1%2%97% 2%3%95% 2%6%93% 4%8%88% 2%8%91% 2%9%89% 2%9%89% 5%11%84% 3%17%81% 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. 5 - Extremely Satisfied 4 3 2 1 - Extremely Dissatisfied Town of Vail | Summer Post-Trip Survey 2020 Net Promoter Score & Ratings 4 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 OOS Overnight Colorado Overnight Day visitors Seasonal residents None, this was my first summer visit One 2-4 5-7 8-10 More than 10 n= 24% 12% 27% 9% 5% 24% 261 38% 15% 25% 11% 1% 10% 100 13% 8% 27% 8% 6% 38% 63 32% 16% 28% 4% 6% 14% 50 2% 7% 28% 9% 9% 46% 46 Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip?Overall First time 24% Repeat 76% . Town of Vail | Summer Post-Trip Survey 2020 Prior Visitation 5 Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents None One 2-4 5-7 8-10 More than 10 n= 33% 12% 19% 7% 2% 27% 233 45% 9% 21% 8% 18% 91 24% 21% 19% 7% 2% 28% 58 41% 11% 24% 9% 15% 46 8% 5% 8% 3% 8% 68% 37 Approximately how many times have you visited Vail in the winter and/or fall (November through April)?Overall None 33% Repeat 67% Town of Vail | Summer Post-Trip Survey 2020 Lodging 6 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 - 9 nights 10 - 14 nights 15 - 21 nights 45 - 90 nights Avg. n= 11% 19% 19% 14% 7% 6% 10% 3% 7% 2% 1% 5.0 174 How many nights did you stay in the Vail area on your most recent trip? 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% 14% 13% 9% 7% 3% 3% 2% 1% 1% 1% 7% 176 How did you book your lodging reservation? Town of Vail | Summer Post-Trip Survey 2020 Trip Spending 7 Overall OOS Overnight Colorado Overnight Day visitors Lodging (hotel/motel, camping fees, etc.) Restaurants / bars / food concessions 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 $67 $57 $34 $16 $4 $4 $181 $81 $61 $38 $23 $6 $6 $215 $96 $60 $35 $11 $2 $2 $207 $0 $45 $23 $8 $1 $1 $79 Spend Per Person Per Day (Average): . Town of Vail | Summer Post-Trip Survey 2020 Information Sources 8 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 Online ads Newspapers (online or publication) Other: None of the above n= 77% 53% 40% 20% 16% 14% 12% 9% 5% 5% 4% 3% 3% 7% 8% 266 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) Town of Vail | Summer Post-Trip Survey 2020 Experiences & Activities 9 Rest and relaxation Exercise (hiking, bike riding, etc.) Time in nature Family time Sightseeing Adventure Play Kid-friendly Other n= 77% 70% 61% 52% 42% 40% 30% 23% 9% 250 What types of experiences were you looking for in Vail? (Please select all that apply) . Dining out Shopping Hiking Vail Mountain (gondola ride, activities on top of mountain, etc.) Sightseeing Mountain Biking Road Cycling Water activities (rafting, fishing, stand up paddle boarding, etc.) Festivals, local events, or concerts Wedding or similar event Other n= 89% 71% 63% 38% 34% 25% 23% 18% 11% 2% 11% 238 Which of the following did you or your group participate in while in the area?   (Please select all that apply) Town of Vail | Summer Post-Trip Survey 2020 Vacation Preferences & Other Destinations Considered 10 Most of my vacations could best be described as: And how would you describe your recent Vail visit? 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= 14% 71% 14% 0% 228 15% 51% 31% 3% 228 Nowhere else, just considered Vail for this last trip Breckenridge Aspen/Snowmass Beaver Creek Telluride Other locations outside of Colorado Crested Butte Keystone Other locations in Colorado National Park Jackson Hole Park City/Deer Valley Steamboat Winter Park Copper Mountain Whistler n= 49% 23% 14% 11% 7% 5% 4% 4% 4% 4% 3% 3% 2% 2% 2% 1% 225 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) Town of Vail | Summer Post-Trip Survey 2020 Welcome Center 11 Yes No n= 10% 90% 255 Did you visit a Vail Welcome Center during your stay? Vail Welcome Center Lionshead Welcome Center Both n= 68% 16% 16% 25 Which Welcome Center(s) did you visit? 5 - Extremely satisfied 4 3 1 - Extremely dissatisfied Avg. n= 60% 28% 8% 4% 4.4 25 Please rate your overall satisfaction with your Welcome Center(s) experience: Town of Vail | Summer Post-Trip Survey 2020 Pass Ownership & Vail as "Green" Destination 12 Yes No n= 37% 63% 233 Do you own or have you owned any type of Epic season pass? Yes No Uncertain n= 76% 2% 22% 245 During your stay, did you find Vail to be an environmentally friendly (“green”) destination? Town of Vail | Summer Post-Trip Survey 2020 Covid-19 Special Questions 13 Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents % 10 - Extremely Safe & 9 % 7 & 8 % 0 - 6 Avg. n= 58% 21% 21% 8.1 261 69% 22% 8.7 9% 97 51% 11% 38% 7.2 63 59% 26% 15% 8.4 54 47% 27% 27% 7.8 45 How safe did you feel with the additional protocols Eagle County has put in place to address COVID-19? Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Full-time residents Moving too slowly About right Moving too fast Not sure n= 8% 60% 17% 15% 272 9% 66% 9% 15% 98 5% 52% 18% 25% 61 7% 67% 11% 15% 46 9% 63% 23% 5% 43 14% 32% 50% 5% 22 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 5 - Very Strong Compliance 4 3 - Some Compliance/Some Noncompliance 2 1 - Very Little Compliance Avg. n= 41% 26% 27% 4% 2% 4.0 281 55% 27% 16% 2% 4.3 98 37% 16% 34% 8% 5% 3.7 62 37% 31% 31% 2% 4.0 49 29% 33% 33% 2% 2% 3.8 45 28% 28% 36% 4% 4% 3.7 25 Using the following scale, how would you rate compliance with Vail safety protocols at this time? Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 14 International Mexico Canada n= 88% 12% 17 International Country of Origin Overall U.S.International Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= 83% 9% 7% 75.9 270 83% 10% 7% 75.8 207 79% 14% 7% 71.4 14 NPS Category / Score Overall U.S.International 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= 57% 18% 16% 8% 328 64% 21% 16% 224 29% 6% 65% 17 Which best describes you and your Vail visitation? Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 15 Overall U.S.International None, this was my first summer visit One 2-4 5-7 8-10 More than 10 n= 24% 12% 27% 9% 5% 24% 261 23% 12% 28% 10% 5% 24% 199 15% 15% 23% 8% 8% 31% 13 Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip? Overall U.S.International None One 2-4 5-7 8-10 More than 10 n= 33% 12% 19% 7% 2% 27% 233 35% 12% 20% 6% 2% 25% 179 8% 8% 8% 15% 62% 13 Approximately how many times have you visited Vail in the winter and/or fall (November through April)? Apr 8 Apr 23 May 8 May 23 Jun 7 Jun 22 Jul 7 Jul 22 Aug 6 Aug 21 -4K -2K 0K 2K 4K 6K Vehicles/TransactionsTown of Vail Parking Counts: 2020 vs. 2019 19/20 18/19 -3,996 724 YOY Difference Mar 24 Apr 8 Apr 23 May 8 May 23 Jun 7 Jun 22 Jul 7 Jul 22 Aug 6 Aug 21 Date: [2020] 0K 1K 2K 3K 4K 5K 6K Vehicles/TransactionsTown of Vail Parking Counts: 2020 by Lot Dashed verticle lines represent Saturdays Frontage Rd. Red Sandstone Lionshead: Transactions Vail Village: Transactions Town of Vail | Summer Post-Trip Survey 2020 Parking Counts: April 1, 2020 to Date 16