HomeMy WebLinkAbout02. f. Music in the Gardens Supporting DocumentsShakedown Presents Survey Results
Summer 2020
Prepared for:
Shakedown Presents
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)………………………………………………………………………………………….10
Event Performance……………………………………………………………………………………………………………………………12
Media/Awareness …………………………………………………………………………………………………………………………….16
Spending Habits ………………………………………………………………………………………………………………………………..18
Attendance/Revenue Generation ……………………………………………………………………………………………………..21
Accommodations ……………………………………………………………………………………………………………………………..23
Geographical Data …………………………………………………………………………………………………………………………….26
Demographical Data ………………………………………………………………………………………………………………………….28
Favorite Summer-time Activities …………….…………………………………………………………………………………………34
Vail Visitation……………………………………………………………………………………………………………………………………..36
Covid-19 Precautions ………………………………………………………………………………………………………………………..38
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail had invested in the third party research company, Intercept Insight, LLC, to conduct
research during the Shakedown Presents Concert Series to help quantify decisions and increase
performance related to the series. With this insight, the Town and Shakedown Presents are able to
evaluate the economic contributions from the series, develop objectives to increase the overall
performance, market effectively, and provide sponsors with valuable data regarding the series. The
Town of Vail and Shakedown Presents identified several objectives for this study.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intention 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.
Lifestyle categories
Covid Precautions
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail, Shakedown Presents, 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.
Email addresses collected during ticket sales were used as the sample set. Email invitations including
the survey were distributed following each concert.
Reminder notifications were delivered periodically, and the study was closed on October 1st, 2020.
The data was downloaded, and the results were prepared for analysis and reporting.
Methodology
2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
It is important to remember that this is a tool for gathering attendees’ opinions and feedback. Many of the results are pres ented 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 sam ple sizes,
proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appro priate
to focus attention on the general trends and patterns in the data rather than on the individual percentages.
The Town of Vail engaged Intercept Insight, LLC for research services during the 2020 Shakedown Presents Concert Series. The se services
included strategy and execution, survey development, programming, analysis, and reporting. There were 1,412 people in attendance
over the course of the events. 84 surveys were completed, which provides a 10.4% margin of error at a 95% confidence interval with the
data collected.
93% of the respondents came to Vail specifically for the event, and 96% of the respondents are “Very” or “Extremely likely” t o return in
the future. Shakedown Presents achieved a Net Promoter Score of 94, with 95% of the respondents classified as “Promoters”. Overall
Satisfaction was high with a mean satisfaction rating of 4.9 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extreme ly satisfied.
Of those who came to Vail for the Shakedown Presents Concert Series, 73% were locals and 19% were overnight guests. 92% of t he
attendees were from Colorado. The average number of nights stayed by those staying in paid lodging in Vail was 1.7 nights. T hese events
produced approximately 26 room nights in Vail, with an average nightly rate of $295.The estimated gross revenue generation for the
Town of Vail from the Shakedown Presents Concert Series was approximately $141K (+/-20%).
Social media and word-of-mouth were the most effective outlets for generating awareness. 33% attended with their friends/family,and
26% attended with their spouse/significant other. The average family included 2.0 children, and the average age of children under 18 in
attendance was 8.9. The average age of the respondents was 49.3. Music festivals, hiking, and attending festivals were the most
common summer-time activities among the respondents. The most frequently selected lifestyle categories were: Music Festival
Enthusiast, Outdoor Enthusiast, and Sports Enthusiast.
Overview and Summary
3
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Estimated Attendance –1,412
Total completed surveys –84
Sample size provides statistical validity with an error rate of 10.4% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$141K (+/-20%)
Net Promoter Score –94
Overall Satisfaction –4.9 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
93% of the attendees came to Vail, CO specifically for these events
“Social Media” was selected most when asked, “How did you hear about, and/or where did you see advertising for these events this year?”
96% are “Very” or “Extremely likely” to return in the future
Average nights stayed in paid lodging within Vail –1.7
Average group size of those lodging within Vail –2.0
Estimated number of room nights generated –26
Estimated average nightly rate within Vail -$295
Average age of respondents –49.3 | Average age of children under 18 –8.9
Favorite summer-time activities –Music Festivals, Hiking, Attending Festivals
Lifestyle categories –Music Festival Enthusiast, outdoor Enthusiast, and Sports Enthusiast
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendee Details
Attendance
93% of the attendees
came to Vail specifically for
this event in 2020.
In 2020, of those who
came to Vail for the event,
73% were locals, and 19%
were overnight guests.
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
93%
7%
Shakedown Presents -Reason for Visiting Vail
2020
N = 84
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
73%
8%
15%
4%
Shakedown Presents -Came for Event by Market Segment
2020
N = 78
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
One Two Three Four Five Six Seven Eight Nine
15%15%
25%
11%
4%2%2%4%
21%
Shakedown Presents -Concerts Attended
2020
N = 84
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%0%4%
23%
74%
Shakedown Presents -Intention to Return
2020 N = 84
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Unsure I am not aware
63%
8%
18%
11%
Shakedown Presents –Do you plan to attend a pop-up concert?
2020
N = 84
Recommendation
Recommendation
The Net Promoter Score is calculated via 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 this event 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.
10INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
94
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2020 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
2020 Shakedown Presents -Increase
Recommendation
•Get rid of having to walk on the white
lines while inside the venue
•Fix ticketing issues. I paid for a ticket, but
when I was leaving for the event, the
ticket was not in my app. So, I figured I
should buy a new ticket since my original
sale didn't go thru. I did...but when I got
to the gate they had 2 tickets under my
name. So I purchased two tickets and they
would not refund me, despite the fact
that the 2nd ticket was unused and the
error was the fault of the app, not me.
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. Satisfac tion 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
12
Attribute Satisfaction
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99%99%98%98%99%
4.9 4.9 4.9 4.8 4.9
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%
Overall satisfaction Knowledge of the
staff/volunteers
Friendliness of the
staff/volunteers
Parking/access Quality of the music
Shakedown Presents -Attribute Satisfaction Ratings
Percentage who rated a '4' or '5' 2020 Mean Rating 2020
One Change Comments
14
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Shakedown Presents -One Change Comments
•You nailed it
•Yes! Food Trucks serving HOT food!
•Yes I work weekends and unfortunately can not attend some of your great events
•Wine
•Water was a little pricey.
•Waitress service
•Umbrella raffles
•The food was not what I expected. Explain if you plan to have premade sandwiches rather than
the ability to order whatever you want.
•Super fun...keep doing it!
•Staff person in charge of making sure people wear masks/stay on white line at this event was
extremely rude. Appreciate her service and what she is doing, but there is a way to speak to
people instead of yelling. Big Shakedown fan here.
•Spot on. Social distancing and awesome music
•Sometimes it is hard to find how to buy tickets.
•Sell more tickets.
•Schedule more amazing outdoor music.
•Offer some sort of shuttle to and from the structure/ford park parking lot
•Nothing. Everything was well done!!
•Nope, it was awesome!
•Nope, it was a fun afternoon with great music
•More snack options
•More Reggae bands
•More reggae
•More outdoor concerts in field
•MORE of them!
•More of a food selection
•More music for liz and ted
•More music
•More funk and jam music!
•Maybe let people bring in snacks..really though, everything has been great! Thank you so much
for doing this for our community!
•Maybe have reasonably-priced (~$15) souvenir shirts with the date, location and performers
included
•Keep people from coming up front and standing in front of stage.
2020 Shakedown Presents -One Change Comments
•Keep it going!!
•Keep doing what you're doing! its working
•Keep bringing the great music events they are awesome
•It was a bummer seeing a lot of people not supporting Shakedown & Co by buying tickets while
sitting just outside the Ford Field perimeter... Shame on them in my opinion! We were surprised and
could see why they’d not pay for the cow when the milk was free but that’s not how we roll and we’d
pay again in the future knowing we could probably save a $100 on tix and drinks for two.
•Inform attendees via email that event is on flat ground And that you are welcome to bring lawn
chairs
•Improve food offering or allow outside food. picnic would be awesome
•Improve advertising and announcements of events, although I know that with the current Covid
restrictions that publicity must be minimized in order to minimize the crowd.
•I would offset the boxes. That way if people stand you, can still sit without them being an
obstruction.
•Have food available.
•Great layout, loved that it was an afternoon family event
•Get Orgone or Monophonics
•Free drinks! Nothing really. Amazing
•Free beer, just kidding, sort of.
•Food!!! Not much available and since we weren’t allowed to bring in 🤷♀️
•Everything was great!
•Enforce the mask protocol for when people are not eating or drinking. That was the only thing
keeping the experience from being a 10.
•Dry up the water from the grass... just kidding -I know you can’t. Thanks.
•Don't charge me twice for tickets and not refund the 2nd one that goes unused
•Do some more advertising so I am aware.
•Can’t think of anything...it was sooo nice to see live music
•Can’t think of anything it was great
•BYOB/food or allow dogs!
•Better publicity
•Allow patrons to walk around venue socially distant without making them walk in the white spray
painted lines
•Allow dogs
•All good
•Alcohol sales
Media/Awareness
Media/Awareness
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Shakedown Presents -Media/Awareness "Other" Comments
•Shakedown Trio show, during the banter between songs it was mentioned.
•Shakedown show in village
•Facebook -Shakedown “Like”
•Announce at concert at amp
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social Media Friends/Family Shakedown
website
Newspaper Email Other Other Website Radio Poster
57%
30%
18%17%
6%5%2%2%1%
Shakedown Presents -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
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This graph demonstrates the spending habits of those who came to Vail, CO specifically for
this event and stayed in paid lodging. The accommodation spend is equal to only those who
stayed in paid lodging in Vail, CO.
$0
$10,000
$20,000
$30,000
$40,000
$50,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$7,530
$14,360
$7,492 $5,151
$34,533
Shakedown Presents -Estimated Spending by Overnight Visitors Staying in
Paid Lodging
(Only those who came to Vail for this event)
Lodging revenue is based on
only those who stayed in paid
lodging within Vail
Spending Habits
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$10,000
$20,000
Dining Spend Retail Spend Activities Spend Total Spend
$8,077
$3,299 $4,536
$15,911
Shakedown Presents -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for this event)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
Dining Spend Retail Spend Activities Spend Total Spend
$30,008
$3,779
$3,435
$37,221
Shakedown Presents -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for this event)
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
21INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People (Came for Events), and Gross Revenue
Generation for the Town of Vail. The Total Attendance is equal to the total number of tickets sold to the
concerts. Total People (Came for Events) accounts for the percentage who came to Vail for the events, and is
the sample set used for the estimated Gross Revenue Generation.
2020 Estimate Gross Revenue Generation -$141K (+/-20%)
1,412
1,311
$140,753
$(200,000)
$(100,000)
$-
$100,000
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2020
Shakedown Presents -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
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0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 11 - 14 15+
69%
6%6%13%6%
Shakedown Presents -Nights Stayed Categories
(All Accommodations)
2020
N = 16
Average nights stayed (all accommodations)-3.4
Average nights stayed (paid lodging in Vail) -1.7
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Primary Residence Day Trip VRBO, Airbnb, Etc.
6%4%
13%
69%
7%1%
Shakedown Presents -Accommodations
2020
N = 84
Accommodations
24INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vail Edwards Arrowhead Beaver Creek Breckenridge Eagle Vail Frisco Minturn Other
57%
10%
5%5%5%5%5%5%5%
Shakedown Presents -Town Stayed In
(All Accommodations)
2020
N = 21
Geographical Data
Geographics
26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Texas Arkansas Florida Georgia Illinois Virginia
92%
2%1%1%1%1%1%
Shakedown Presents -State of Origin
2020
N = 84
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
69%
7%
15%8%
Shakedown Presents -Market Segment
2020
N = 84
Demographical Data
Demographics
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
89% of those attending with
“Family (including children)”
attended with children under 18.
The average number of children
under 18 in attendance per family
was 2.0.
The average age of children
under 18 in attendance was 8.9.
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and Family Family (including
children)
Family (not
including children)
6%
26%33%
21%
11%
2%
Shakedown Presents -With Whom Attended
2020
N = 84
0%
20%
40%
60%
80%
100%
Yes No
89%
11%
Shakedown Presents -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2020
N = 9
Demographics
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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
19%23%16%
4%1%
36%
Shakedown Presents -Family Status
2020
N = 77
0%
20%
40%
60%
80%
100%
Own Rent
70%
30%
Shakedown Presents -Own vs. Rent Primary Residence
2020
N = 77
Demographics
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
High School Some College Associates Degree (2
year)
Bachelor's Degree (4
Year)
Post Graduate Degree
4%11%5%
51%
29%
Shakedown Presents -Education Level
2020
N = 76
0%
20%
40%
60%
80%
100%
1%12%13%13%
33%
16%12%
Shakedown Presents -Income Categories
2020
N = 69
Demographics
31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
36%
64%
Shakedown Presents -Gender
2020
N = 77
0%
20%
40%
60%
80%
100%
25 - 34 35 - 44 45 - 54 55 - 64 65+
16%
9%
40%
28%
6%
Shakedown Presents -Age Categories
(Does not include children < 18)
2020
N = 67Average age of respondents -49.3
Average age of children < 18 -8.9
Demographics
32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music
Festival
Enthusiast
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Sports
Enthusiast
(hiking,
biking,
skiing)
Traveler Wine &
Foodie
Arts &
Culture
(dance,
music,
theatre)
Health &
Fitness
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Craft Beer
Enthusiast
Investment
& Money
Tech
Enthusiast
Hobbies &
Interests
(collector,
crafts, home
shop)
Other
(specify)
75%
52%
48%
44%
35%35%
31%
27%
16%13%
5%4%1%
Shakedown Presents -Lifestyle Categories
(Multiple Response)
2020
Favorite Summer-time Activities
Favorite Summer-time Activities
34
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music Festivals Hiking Attending
festivals
Camping Traveling Kayak/boat/raft Mountain Biking Grilling Cooking Golf
91%89%
65%
53%51%
44%
40%40%39%
33%
Shakedown Presents -Top 10 Favorite Summer-time Activities
(Multiple Response)
2020
Vail Visitation
Vail Visitation
36
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0%
20%
40%
60%
80%
100%
Yes No
88%
12%
Shakedown Presents -Summer Visitation
2020
N = 25
0%
20%
40%
60%
80%
100%
Yes No
84%
16%
Shakedown Presents -Winter Visitation
2020
N = 25
Covid-19 Precautions
Covid-19 Precautions
38
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0%
20%
40%
60%
80%
100%
Not at all Impactful Not very Impactful Somewhat Impactful Very Impactful Extremely Impactful
13%10%
31%31%
15%
Shakedown Presents -How impactful was Covid-19 to your
decision to attend events this year?
2020
N = 84
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat
Comfortable
Very Comfortable Extremely Comfortable
0%2%
31%29%
38%
Shakedown Presents -Based on your experience at this event,
please rate your level of comfort attending larger scaled events in
the future:
2020 N = 84
Covid-19 Precautions
39
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0%
20%
40%
60%
80%
100%
Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals
5%
20%13%13%11%11%13%
19%23%15%15%18%
19%
21%36%
26%20%26%
23%
12%
11%
23%
25%
21%
40%
27%18%23%29%24%
GRFA Movie Nights -How likely are you to attend the following types of events
in 2021, even if attendance exceeds 5,000 people?
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%
20%
40%
60%
80%
100%
I prefer events to get back to pre-Covid size and
scale
I prefer events to be smaller in scale and nature
in the future
42%
58%
Shakedown Presents -In general, would you like to see pre-Covid-
19 size/scaled events, or would you prefer events to be smaller
overall?
2020 N = 84
Covid-19 Precautions
40
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Shakedown Presents -Precautions that Made Respondents MOST Comfortable
•White lines
•When purchasing a ticket it stated that masks would be worn unless eating or drinking.
•The wind
•The squares work! People respect other people’s space.
•The squares made people feel comfortable which was awesome and there was ample room for
dancing.
•The Squares for seating
•The squares
•The squares
•The spray painted sections & directions to only walk on white lines.
•The spacing and everyone wearing masks when outside of their space
•The social distancing grass marked area was great.
•The separation of the audience into squares.
•The respect the staff has for us all
•The personal squares
•The little squares for all our friends.
•The grid!
•The grid system & security mandating that everyone have a mask on
•The grid lines all were supposed to follow; your staff doing their best to enforce them
•The grid and distancing enforcement
•The chalked separate seating areas
•The boxes are a great idea
•The boxes
•Squares
•Spacing on the field, the orange dots at concession line
•Spacing of groups.
•Spacing apart
•Spacing
•Spacing
•Spaces marked off, masks required
•Spaced out seating
•Space around seating area
•Space and mask
•Space
•Social distancing /masks/ being outside
•Separate seating squares
•Security watching the crowd to ensure compliance.
•Sectioned areas. Masks outside of protected areas.
2020 Shakedown Presents -Precautions that Made Respondents MOST Comfortable
•Plenty of space
•Personal space
•Outside concerts
•Outdoors, spacing
•Number of people
•Masks, distance/squares, protocols at bar area, etc.
•Masks requirement and white squares
•Masks
•Masks
•Mask..
•Lots of space and held outside and was able to byob so no close lines
•Limited capacity
•Limited attendance, masks required and individual squares
•Lawn spacing
•Large grids. It was so common having all of the person space. Would like to see this continue.
•I like the squares
•Grids
•Grid was good, I can get behind that
•Grid system
•Giving everyone a certain amount of space to be in
•Explanation of rules by staff upon entry.
•Everyone was wearing a mask, but the spacing was excellent.
•Everyone having their own squares to sit in.
•Everybody was spaced apart and it was outside
•Ensuring people wore their masks while walking around
•Efforts for social distancing and holding the event outside
•Distancing
•Distanced seating
•Distance seating. Bartenders coming to me in line to take my order.
•Distance from others at the event
•Distance enforcement.
•Distance
•Designated areas
•Boxed off spots
•Being escorted to our square while expected behavior was shared verbally
•Although I do not believe they were necessary, the demarcated group 'squares' allowed for a
feeling of having one's area, but not being segregated from the other folks attending, considering
it was on a lawn
•6 people to a square
Covid-19 Precautions
41
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Shakedown Presents -Precautions that Made Respondents Least Comfortable
•Walking on the white lines
•Walking on the lines did not make sense, it sometimes made you closer to other groups of people
•Walking along the lines of the squares but it wasn't a big deal at all, really no issues.
•Using the restroom.
•The wind
•The rudeness of the person enforcing protocol made me feel very uncomfortable. Again, there is a way
inform paying guests.
•The drinks
•That the white lines became party cities so you couldn't walk them in and out of your space
•That the above was not at all enforced. We left early because of it.
•Several spectators ignore the mask requirements
•People not following them
•People did not take wearing masks seriously. Felt bad staff had to enforce it
•Nothing...event was less crowded than the village
•Nothing, it was great
•Nothing -it was perfect
•None, I felt the precautions were very good.
•Need to have hand sanitizer near portable toilets
•Mask usage was overdone in an outdoor environment. Over nearly 40 years I have attended literally in the
1000's of concerts with (collectively) millions of other music lovers and only once (seeing Dark Star
Orchestra in February 2005 in San Francisco) did I ever take ill in any way as a result. Those with medical
vulnerability to any contagion should take precautions to avoid exposure, but forcing healthy people to
obstruct their faces and airways with any sort of device or appurtenance on the highly-dubious premise
that this will somehow make the slightest positive difference, given the physical reality in which we live, is
nothing but a form of control and coercion that belongs nowhere on this planet, much less at an outdoor
music concert.
•Lack of people following mask protection
•Lack of mask wearing.
•Intermingling among different groups without masks.
•I felt pretty comfortable with it
•I drunk lady fell into my partners lap...so much for distancing. :). No biggie, part of the deal. We enjoyed
the concert very much
•I don’t want prepackaged food from the bistro. Nothing made me feel uncomfortable.
•I didn't like the massive bunched up groups of people at the beer stand, try to keep those lines distanced
in the future maybe?
•Having to wear a mask when outdoors
•Having to exit event to go to restroom
•Few non-maskers
•Everything was great
•Bathrooms -but couldn’t help it.
•Attendees not wearing masks
End of Report
MARKETING + PR MEDIA NUMBER IMPRESSIONS NOTES
Facebook 50 posts
32 organic
18 promoted
74,927
55,887
12,597
117 shares
2,253 likes
170 comments
Instagram 29 posts
140 stories
6 IGTV videos
2,383 likes
2,196 views
5,780 followers
Radio | KZYR 80 :60 second
commercials
+ 2 interviews
1.2m Media
Sponsorship
Signage 4 @ 24 x 36”Attendees at Betty
Ford Alpine Gardens
+ Pop-Up events
Coroplast
printed signs
on A-Frames
PR 5 press
releases
11 stories in print @
Vail Daily =
275 –440k
Staff reports +
community
editorial
JULY 1 –SEPT 30
*With the exception of some social media posts onsite at
specific events, all Pop-Up and Lower Bench marketing and PR
efforts and messaging were combined for greater impact under
the Shakedown Presents umbrella of live music offerings in Vail.
Item Employees Quantity Hours Rate Expense Guarantee Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Net Bar Sales Merch Sales Charity Payout Bar Profit
GD Show Artists 8/12 ($- ) ($30.00) 149 ($10,000.00) ($4,470.00) ($2,181.00) ($416.00) ($422.74) ($2,597.00)
Scott Rednor 1 ($500.00) ($500.00)
Mark Levy 1 ($500.00) ($500.00)
Jake Wolf 1 ($500.00) ($500.00)
Jim Allard 1 ($500.00) ($500.00)
Wally Ingram 1 ($500.00) ($500.00)
Rob Eaton Jr 1 ($500.00) ($500.00)
Bill Mckay 1 ($500.00) ($500.00)
Ross James 1 ($500.00) ($500.00)
Field Hosts Amy 1 10 ($25.00) ($250.00)
Heidi 1 10 ($25.00) ($250.00)
ENTRY/EXIT Host Jared 1 10 ($25.00) ($250.00)
Nico 1 10 ($25.00) ($250.00)
Backstage Security Dre 1 10 ($25.00) ($250.00)
Field Manager Bryce 1 10 ($50.00) ($500.00)
Production/FOH 1 1 ($350.00) ($350.00)
Stage Manager 1 1 ($350.00) ($350.00)
Kaleidoscope Employee 1 1 ($440.00) ($440.00)
Insurance ($100.00)
Lodging ($600.00)
Advertising ($500.00)
Backstage Costs ($400.00)
($8,490.00) ($10,000.00) ($4,470.00) ($14,470.00) ($8,490.00) ($5,980.00) ($2,181.00) ($416.00) 422.74 ($2,597.00)
Totl Profit ($8,577.00)
Item Employees Quantity Hours Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Charity Payout Bar Profit
Talking Heads Show 8/16 ($20.00) 160 ($10,000.00) ($3,200.00) ($3,007.00) ($489.60)
Scott Rednor 1 ($350.00) ($350.00)
Brian Loftus 1 ($350.00) ($350.00)
Shawn Eckels 1 ($350.00) ($350.00)
Kramer Kelling 1 ($350.00) ($350.00)
James Dumm 1 ($350.00) ($350.00)
Eric Luba 1 ($350.00) ($350.00)
Wil Trask 1 ($350.00) ($350.00)
1
Field Hosts Amy 1 ($25.00) ($250.00)
Jay 1 ($25.00) ($250.00)
ENTRY/EXIT Host Jared 1 ($25.00) ($250.00)
Nico/Danimal 1 ($25.00) ($250.00)
Backstage Security Dre 1 ($25.00) ($250.00)
Field Manager Bryce 1 ($50.00) ($500.00)
Production/FOH Taylor 1 ($350.00) ($350.00)
Stage Manager Matt 1 ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee 1 ($440.00) ($440.00)
Insurance ($100.00)
Lodging ($600.00)
Advertising ($500.00)
Backstage Costs ($400.00)
($7,940.00) ($10,000.00) ($3,200.00) ($13,200.00) ($7,940.00) ($5,260.00) ($3,007.00) ($489.60) ($2,517.40)
Total Profit ($7,777.40)
Item Employees Quantity Hours Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Charity Payout Bar Profit
Bonfire Dub 8/19 ($1,500.00) ($20.00) 91 ($10,000.00) ($1,820.00) ($1,425.00) ($232.00) ($1,193.00)
Nikki Glaspie Band ($4,000.00)
Field Hosts Jared 1 ($25.00) ($250.00)
Niko 1 ($25.00) ($250.00)
ENTRY/EXIT Host Dre 1 ($25.00) ($250.00)
Bryce 1 ($25.00) ($250.00)
Backstage Security 1 ($25.00) ($250.00)
Field Manager 1 ($50.00) ($500.00)
Production/FOH Taylor 1 ($350.00) ($350.00)
Stage Manager Matt 1 ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee 1 ($440.00) ($440.00)
Insurance ($100.00)
Lodging ($1,000.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($11,390.00) ($10,000.00) ($1,820.00) ($11,820.00) ($11,390.00) [1]($430.00) ($1,425.00) ($232.00) ($1,193.00)
Total Profit ($1,623.00)
[1] Here
Item Employees Quantity Hours Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Bar Profits
TTR 8/23 ($750.00) ($30.00) 160 ($10,000.00) ($4,800.00) ($2,965.00) ($489.86) ($2,475.14)
Brothers Keeper 8/23 Michael Jude 1 ($350.00) ($350.00)
Scott Rednor 1 ($350.00) ($350.00)
John Michel 1 ($350.00) ($350.00)
Shawn Eckels 1 ($350.00) ($350.00)
Eddie Roberts 1 ($2,000.00) ($2,000.00)
1
1
1
1
Field Hosts Niko 1 ($25.00) ($250.00)
Jay 1 ($25.00) ($250.00)
ENTRY/EXIT Host Jared 1 ($25.00) ($250.00)
Qua 1 ($25.00) ($250.00)
Backstage Security Heidi 1 ($25.00) ($250.00)
Field Manager Bryce 1 ($50.00) ($500.00)
Production/FOH Taylor 1 ($350.00) ($350.00)
Stage Manager Matt 1 ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee 1 ($440.00)
Lodging ($600.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($9,540.00) ($10,000.00) ($4,800.00) ($14,800.00) ($9,540.00) ($5,260.00) ($2,965.00) ($489.86) ($2,475.14)
Total Profit ($7,735.14)
Item Employees Quantity Hours Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Profit from Bar
Opener 8/29 ($750.00) ($30.00) 175 ($10,000.00) ($5,250.00) ($3,230.00) ($525.00) ($2,705.00)
Brothers Keeper 8/29 Michael Jude 1 ($400.00) ($400.00)
Scott Rednor 1 ($400.00) ($400.00)
John Michel 1 ($400.00) ($400.00)
Rob Eaton Jr 1 ($400.00) ($400.00)
Popper 1 ($5,000.00) ($5,000.00)
Flights 1 ($650.00)
Hotels 1 ($500.00)
Food 1 ($200.00)
1
Field Hosts Heidi 1 ($25.00) ($250.00)
Niko 1 ($25.00) ($250.00)
ENTRY/EXIT Host Jared 1 ($25.00) ($250.00)
1 ($25.00) ($250.00)
Backstage Security 1 ($250.00)
Field Manager Bryce 1 ($50.00) ($500.00)
Production/FOH Taylor 1 ($350.00) ($350.00)
Stage Manager Matt 1 ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee 1 ($440.00)
Realm of Caring Payout
Advertising ($500.00)
Back Stage Costs ($500.00)
($13,590.00) ($10,000.00) ($5,250.00) ($15,250.00) ($13,590.00) ($1,660.00) ($3,230.00) ($525.00) ($2,705.00)
Total Bar Profits ($4,365.00)
Item Employees Quantity Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Bar Profits
Scott Rednor Band 9/5 ($800.00) ($25.00) 160 ($10,000.00) ($4,000.00) ($520.45) ($520.45)
Mark Levy and Friends ($3,000.00)
Field Hosts Niko ($25.00) ($250.00)
Jay ($25.00) ($250.00)
ENTRY/EXIT Host Jared ($25.00) ($250.00)
Qua ($25.00) ($250.00)
Backstage Security Heidi ($25.00) ($250.00)
Field Manager Bryce ($50.00) ($500.00)
Production/FOH Taylor ($350.00) ($350.00)
Stage Manager Matt ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee ($440.00)
Lodging ($600.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($9,190.00) ($10,000.00) ($4,000.00) ($14,000.00) ($9,190.00) ($4,810.00) ($520.45) ($520.45)
Total Profit ($5,330.45)
Item Employees Quantity Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Bar Profits
Shakedown Family Band 9/6 ($5,000.00) ($25.00) 160 ($10,000.00) ($4,000.00) ($622.98) ($622.98)
Field Hosts Niko ($25.00) ($250.00)
Jay ($25.00) ($250.00)
ENTRY/EXIT Host Jared ($25.00) ($250.00)
Qua ($25.00) ($250.00)
Backstage Security Heidi ($25.00) ($250.00)
Field Manager Bryce ($50.00) ($500.00)
Production/FOH Taylor ($350.00) ($350.00)
Stage Manager Matt ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee ($440.00)
Lodging ($800.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($10,590.00)($10,000.00) ($4,000.00) ($14,000.00) ($10,590.00) ($3,410.00) ($622.98) ($622.98)
Total Profit ($4,032.98)
Item Employees Quantity Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Bar Profits
Natural Selectah 9/13 ($3,000.00) ($25.00) 117 ($10,000.00) ($2,925.00) ($2,687.00) ($437.21) ($2,249.79)
Field Hosts Niko ($25.00) ($250.00)
Jay ($25.00) ($250.00)
ENTRY/EXIT Host Jared ($25.00) ($250.00)
Qua ($25.00) ($250.00)
Backstage Security Heidi ($25.00) ($250.00)
Field Manager Bryce ($50.00) ($500.00)
Production/FOH Taylor ($350.00) ($350.00)
Stage Manager Matt ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee ($440.00)
Lodging ($800.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($8,590.00) ($10,000.00) ($2,925.00) ($12,925.00) ($8,590.00) ($4,335.00) ($2,687.00) ($2,687.00)
Total Profit ($7,022.00)
Item Employees Quantity Rate Expense Ticket Price Tickets Sold Town Investment Total. Tix Sales Total Income Total Expense Profit from Concert Bar Sales Payout to Charity Bar Profits
Kory Montgomery Band 9/27 ($800.00) ($25.00) 160 ($10,000.00) ($4,000.00) ($2,724.53) ($442.88) ($2,281.65)
Other Brothers ($2,500.00)
Field Hosts Niko ($25.00) ($250.00)
Jay ($25.00) ($250.00)
ENTRY/EXIT Host Jared ($25.00) ($250.00)
Qua ($25.00) ($250.00)
Backstage Security Heidi ($25.00) ($250.00)
Field Manager Bryce ($50.00) ($500.00)
Production/FOH Taylor ($350.00) ($350.00)
Stage Manager Matt ($350.00) ($350.00)
Shaped Music ($1,000.00)
Kaleidoscope Employee ($440.00)
Lodging ($800.00)
Advertising ($500.00)
Back Stage Costs ($400.00)
($8,890.00) ($10,000.00) ($4,000.00) ($14,000.00) ($8,890.00) ($5,110.00) ($2,724.53) ($2,724.53)
Total Profit ($7,834.53)