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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 13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 18INTERCEPT 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 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 23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 29INTERCEPT 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 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 INTERCEPT 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 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 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 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)