HomeMy WebLinkAbout03. b. 2020 Vail Wine Classic Study - Final ReportVail Craft Beer Classic
September 2020
Prepared for:
Town of Vail/Vail Wine
Classic
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……………………………………………………………………………………………………………………………13
Media/Awareness …………………………………………………………………………………………………………………………….19
Spending Habits ……………………………………………………………………………………………………………………………….20
Attendance/Revenue Generation ……………………………………………………………………………………………………..23
Accommodations ……………………………………………………………………………………………………………………………..25
Geographical Data …………………………………………………………………………………………………………………………….28
Demographical Data ………………………………………………………………………………………………………………………….30
Impact of Covid-19 …….……………………………………………………………………………………………………………………..37
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 a third party research company, Intercept Insight, LLC, to conduct a
post-event online survey following Vail Wine Classic to help quantify decisions and increase
performance related to the event. With this insight, the Town of Vail and the Vail Wine Classic is able
to evaluate the economic contributions of the event, develop objectives to increase the overall
performance, market effectively, and provide sponsors with valuable data regarding the event. The
Town of Vail identified several objectives for this study.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intent 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.
Impact of Covid-19
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail 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 provided to Intercept Insight to be used as the
sample set. The sample set was cleaned, uploaded into the survey tool, and prepared for
distribution. The survey was distributed on September 24th, 2020.
Reminder notifications were delivered periodically, and the study was closed on October 12th, 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
Overview and Summary
3
INTERCEPT 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 opinions and feedback. Many of the results are presented 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 sample sizes, proportion of responses, and number of answer
categories for each question. As a general comment, it is sometimes more appropriate 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 following the Vail Wine Classic. The services included strategy and execution,
survey development, programming, analysis, and reporting. There were 875 ticket holders over the course of the event. On average, the ticket
holders attended approximately 1.1 days, which identifies that there were approximately 804 unique individuals that attended the event. 135
surveys were completed, which offers a 17% response rate and provides a 7.7% margin of error at a 95% confidence interval with the data collected.
90% of the respondents came to Vail specifically for this event, and 69% of the respondents are “Very” or “Extremely likely” to return in the future.
The Vail Wine Classic earned a Net Promoter Score of 53, with 64% of the respondents classified as “Promoters”. Overall Satisfaction with the event
earned a mean satisfaction rating of 4.4 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied.
Of those who came to Vail for the event, 13% were locals and 80% were overnight guests. 85% of the attendees were from Color ado, and 5% were
from Texas. Of the overnight guests who stayed in paid lodging (46% of total accommodations), 94% stayed in Vail. The average number of nights
stayed by those staying in paid lodging in Vail was 1.8 nights. The Vail Wine Classic produced approximately 271 room nights in Vail over the course of
the event, with an average nightly rate of $318. The estimated gross revenue generation for the Town of Vail from the Vail Wine Classic was
approximately $278K (+/-20%).
Email and word-of-mouth were the most effective outlets for generating awareness. 43% attended with their spouse/significant other. The average
age of the respondents was 49.5. Most enjoy hiking and attending festivals during the summer months, and most of the respondents claimed “Wine
& Foodie” and “Traveler” as their lifestyle categories of choice. 74% visit Vail other times during the summer, and 61% visit Vail during the winter.
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Ticket sales –875
Total completed surveys –135
Sample size provides statistical validity with an error rate of 7.7% at a 95% confidence interval
Estimated revenue generated to the Town of Vail -$278K
Net Promoter Score –53
Overall Satisfaction –4.4 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
90% of the attendees came to Vail specifically for the event
91% of the attendees had attended 1 day
Email and word-of-mouth were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
69% are “Very” or “Extremely Likely” to return in the future
94% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –1.8
Estimated number of room nights generated in Vail by the event –271
Estimated average nightly rate in Vail -$318
Average age of respondents –49.5
Favorite summer-time activities: Hiking and Attending Festivals
Lifestyle Categories: Wine & Foodies and Traveler
Attendee Details
Attendance
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
90% of the respondents came to
Vail, CO specifically for the event.
80% of the respondents that
came to Vail, CO specifically for the
event were overnight visitors.
13% of the respondents that
came to Vail, CO specifically for the
event were local visitors.
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
90%
10%
Vail Wine Classic -Reason for Visiting Vail
2020
N = 135
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
13%7%
75%
5%
Vail Wine Classic -Came for Event by Market Segment
2020
N = 121
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1 Day 2 Days
91%
9%
Vail Wine Classic -Attendance
2020
N = 135
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
1%4%
27%30%
39%
Vail Wine Classic -Intention to Return
2020
N = 135
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Summer Visit Winter Visit
74%
61%
26%
39%
Vail Wine Classic -Vail Visitation
Yes No
N = 115
Recommendation
Recommendation
The Net Promoter Score is calculated using data collected from 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 the Vail
Wine Classic 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
53
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2020 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Score
Promoters Passive Supporters Detractors NPS
Recommendation
11INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -Increase Recommendation
•With as many nice winery's -1&1/2 hours is not enough time to enjoy it
•We really missed all the events at the Breck Wine Classic in 2019. Second, not enough time for the tastings. Third, needed so me cheese and crackers desperately. Fourth, needed many more chairs and tables.
•Variety of wines was disappointing. I found a few wines that were notable but most were not that impressive.
•Variety of food as well, like in Breckenridge last year.
•To continue to limit the number of tickets. It was so refreshing to have ample space and to not have to wait in line for drin ks.
•There was no place to sit, VERY little food (we managed to obtain four small cheese squares only), and it looked as if partic ipants from the wine tasting earlier in the day (Friday) were still there, which contributed to the seating
shortage.
•The wines were not up to par for the $75 charge. Two suppliers (Bell Glos and Piatelli) were worth admission but the rest we re (at best) 2nd tier wines
•The times were way to short, wasn't able to enjoy a lot of the wineries with only a 90 minute timeframe
•Restaurant participation
•Offer food (even if in sealed packages during COVID), make it longer than 90 minutes
•Nothing. Only complaint was wearing the mask for most of the event other than tasting the wines.
•Not enough time to try enough of the wines for the $79 price.
•Not enough seating, confusing mask requirements, lots of waste with plastic cups (even with compost)
•More vendors.
•More food on site
•More food
•Make the time slots longer so it doesn't feel so rushed. For the price we should have been able to stay longer.
•Make the sessions longer. Didn’t have enough time to experience all the vendors.
•Make the sessions longer and allow options for purchasing wines directly from vendors.
•Make it longer
•Lower price of tix
•Longer time slots
•Larger selection of high end wines and a wider variety of spirits
•It was probably because of COVID but 90 minutes was not long enough whatsoever. Way too expensive to only taste test 5 booths .
•Improve wineries being presented. Lots of non-wine-prefer you stick to wine
•I thought the event was too short. We only had an hour and half until we were told to leave I think it should have been 2 hours.
•I think it needs to be at least 2 hours, way too rushed. Would have liked to see a few more breweries.
•I have volunteered at prior events, so I understand what it takes to put this event on. I want to express how disappointed in the length of time. I felt rushed and it ruined the experience. I would love a refund or a free ticket for next
year.
•Have the booths more staffed so we could have tried more wine
•Have the ability to reserve table, perhaps at higher cost, improve quality of wines
•Have more tables if social distancing is still required. Have more food options even if for purchase.
•Have more snack food to offer at the event
•Get more vendors
•Few more food options, better trays (felt too slippery, high chance of dropping wine glasses)
•Encourage masks and distance when checking in/waiting in line
•Different wineries, liked that you included whiskey and cocktails and would like to have more of these types of vendors inclu ded
•Different music and more tables
•Decrease the price, add better wineries
•Decrease cost of entry; provide opportunity to purchase wine.
•Cost was a tad high for what we received however it was a nice event.
•Bought tix for Saturday afternoon bcs wanted last of the day—then another session was added later. Very disappointing.
•Better wines. Very weak lineup in terms of quality and reputation. Disappointed enologist.
•Better wine selections, skip the brewery, cocktail and canned food vendors.
•Be clearer in how you want people to behave inside the event. Most of us understood we were to pick out a designated square in the lawn to return to drink our samples. But two total strangers tried to share my little high-tops
table because they didn't understand they should pick their own spot. And encourage people to bring their own chairs. Some folks were smart enough to know that.
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
13
Attribute Satisfaction
14INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
89%92%
99%
85%81%
4.4
4.6
4.8
4.4 4.3
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 wine offered
Vail Wine Classic -Attribute Satisfaction Ratings
Percentage who rated a '4' or '5' 2020 Mean Rating 2020
One Change Comments
15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -One Change Comments
•Yes we thoroughly enjoyed it but the trays that were given to us the wine slipped on
them
•Two things actually, send map and directions to parking options in the 45 emails you
send before the event, and better signage from parking to the event.
•Time
•THIS YEAR.....it was PERFECT
•The trays this year were slippery, but no big deal! It was a great event during this crazy
year. We absolutely loved it!
•The ability to purchase bottles of wine at the event.
•The 90-minute time frame mandates that you have to guzzle the wine in order to be
able to have tastings from even half of the booths. There needs to be more time so
the wine can be enjoyed and still be able to visit at least half of the vendors
•Take it back to Breck!
•Sticky surface on trays to keep cups from sliding.
•Restaurant participation
•Quality wine and skip the non-wine vendors
•Provide packaged food--crackers and cheese.
•Provide more food
•Provide box lunches or cheese crackers grapes../
•Offer small snacks (crackers, nuts, etc.)
•Offer food next year
•Offer additional food items and/or allow to bring in picnic items
•No. It was great. Very well done
•No, under Covid restrictions, it was great
•No, I really liked this years format. It was not crowded and easy to get to all the tents.
•No masks! Haha
•Needed about 30-45 more minutes-only got through 4 booths
•Need more than 90 minutes for the tastings. Also need cheese and crackers and water
•Music was great. Wines offered were pretty bad.
•More wine varieties
•More vendors
•More time per session.
Vail Wine Classic -One Change Comments
•More time
•More than 90 minutes to taste
•More tables with umbrellas
•More tables and chairs!
•More tables and chairs to sit at, more food.
•More tables and chairs
•More snacks to eat
•More shade
•More seating options
•More seating -we stood at a cocktail table the entire time. More chairs & tables
would have been nice.
•More seating
•More food options? I know this year was likely different than others
•More food options
•More food
•More food
•Maybe make it two hours it was nice to be able to talk to the representative of each
winery
•Make the time slots longer
•Make the tasting window a little longer. We didn't have time to go to all the booths
•Make the sessions longer
•Make the sessions 2 hours long.
•Make sure all the vendors give the same type of experience ( share info on the
vineyards, pour the same amount of wine(not a couple sips worth), recognize there's
other people in line and excuse yourself or be staffed with more than 1 person. With
the 90 minute limit, we didn't get to try as many wines as we liked
•Make it longer, end social distancing
•Make it a little longer, since having to bring wine back to our section each time took
longer
•Lower price of tix. Spendy for the amount of wine one can safely consume.
Appreciated the link to rack rate at Hyatt!
•Longer time to stay and enjoy. Felt rushed
•Longer time to enjoy so many great wines and the entertainment
•Longer time slots
One Change Comments
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -One Change Comments
•Longer time for the experience, 1 1/2 hrs. was not enough
•Longer than 1.5 hour time slot
•Longer sessions. 1.5 hours was not long enough. 2 hours would have been better.
•Longer sessions
•Longer Session Time
•Limit the number of attendees so lines are not an issue.
•Let it be longer and with snacks
•Keep it small like this year!
•Keep it like it was this year! I know C19 stinks, but that was a GREAT event and I really liked having
one-on-one time to discuss the wines then go back to table and leisurely taste them!
•Just because we're in a pandemic doesn't mean vendors shouldn't explain what products they
have --some did not make us feel very connected to the wine.
•It was wonderful!!
•It was well done, please have more events
•It was really hard to carry the samples back to our spot. They slipped around on the tray
•It should have been longer. For the cost an hour and a half seemed rushed.
•It needs to be longer, at least by another thirty minutes to allow for setting up our seating section
and fast ore selections. My husband and I only attended 6 of the tents; we were discussing the
wines with the staff which took time and needed to juggle the cups on very slippery plates which
didn’t allow us to enjoy the full tasting experience in 1.5 hours.
•Interesting to have liquor at wine event? Improve wine selection and reserve table/chair
•Increase the length of time or decrease the price.
•Improve quality of wines
•I wish it were longer than 90 mins! We felt a bit rushed but overall the event was amazing!
•I wish I wouldn’t had about 30 more minutes. It was fantastic and I felt very safe!
•I understand why, however would love more time. Maybe the ability to buy a bottle and sit
outside the event and listen to the music
•Hold it in Breck where it belongs
•Higher end wines, more time to taste and enjoy the wines. We had 90 minutes.
•Have more seating tables available
•Have more food/snacks available at the event.
•Have longer tasting windows. I felt like I was power drinking with having only 90 minutes to try as
many wines as I could.
•Have better vineyards attending and more food/tapas available.
Vail Wine Classic -One Change Comments
•Have a place to buy the wine at the event
•Give more time for event, we were shuffled out very quickly and when we asked for a water at
a booth distributing them we were told they were for the next timeslot. Very rude
•Get rid of Covid
•For the price should have been longer than 1.5 hours. 2 hour minimum would be reasonable.
Definitely did not drink $75 worth of wine!
•Food
•Extend to 2 hours
•Extend the time
•Everything was lovely. Especially liked the band and their selection of music during Sat. 2:30-4.
•Everything was great!
•Clearer instructions. Also, many people in line were not wearing their masks and not social
distancing from unrelated groups. There was an event organizer that walked down the line
twice and never said a word to them.
•Better wineries
•Better selection of food
•Better quality wine. At $75 a ticket we shouldn't be drinking $15 bottles
•Better higher end wine selection
•Allow finger foods to be brought in.
•Additional Tables to utilize for guests.
•Add some food
•Add food tastings
•Add a wine expert that can rove around and advise on different wines
•Ability to order bottles of wine to take home/be delivered
•A little more food. Needed a half hour more, as we only had enough time to visit half the
vintners
•A little longer. 90mins was hard to get through the amount of offerings
•A few more standing tables or a way to reserve your table
•A few more food options; even pre purchase cheese and cracker platters, etc. The cheese and
sausage sticks were very nice just needed a few more food options.
•30 minutes longer
•2 hour window vs 1.5
Media/Awareness
Media/Awareness
18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -Media/Awareness "Other" Comments
Walked by and noticed setting up.
Town of Vail
Media
Friend saw it in Vail Daily
Fox 31 Denver morning program
Eventbrite
Denver morning news
Breckenridge wine classic
Attended in Breck in the past
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Friends/Family Social Media Vail Wine Classic
Website
Newspaper Other (please
specify)
Other Website
48%
23%21%
13%
7%7%4%
Vail Wine Classic -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$50,000
$100,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$86,194
$54,496
$22,420
$6,507
$169,617
Vail Wine Classic -Estimated Spending by Overnight Visitors Staying in Paid Lodging
(Only those who came to Vail for the event)
Lodging revenue is based on only
those who stayed in paid lodging
within Vail
Spending Habits
21INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$5,000
$10,000
$15,000
$20,000
$25,000
Dining Spend Retail Spend Activities Spend Total Spend
$21,532
$7,189
$4,118
$32,839
Vail Wine Classic -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for the event)
$0
$5,000
$10,000
$15,000
$20,000
Dining Spend Retail Spend Activities Spend Total Spend
$9,393
$1,821 $2,843
$14,057
Vail Wine Classic -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for the event)
Attendance and Revenue Generation
Attendance and Revenue Generation
23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross
Revenue Generation for the Town of Vail. Total Attendance is the number of people that attended over the
course of the event. Total People accounts for the average number of days people attended. Total People
(Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the event, and is
the sample set used for the estimated Gross Revenue Generation.
Vail Wine Classic estimated revenue generation for the Town of Vail: $278K (+/-20%).
875
804
720
$277,782
$-0
200
400
600
800
1,000
1,200
2020
Vail Wine Classic -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
25INTERCEPT 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 8 - 10 15+
67%
25%
5%2%2%
Vail Wine Classic -Nights Stayed Categories
(All Accommodations)
2020
N = 108
Average nights stayed (all accommodations) -2.4
Average nights stayed (paid lodging in Vail) -1.8
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary
Residence
Day Trip VRBO, Airbnb,
Etc.
46%
3%
20%
4%
12%7%9%
Vail Wine Classic -Accommodations
2020
N = 135
Accommodations
26INTERCEPT 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%
69%
7%4%4%4%3%3%2%2%2%2%
Vail Wine Classic -Town Stayed In
(All Accommodations)
2020
N = 112
Geographical Data
Geographics
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
12%7%
69%
13%
Vail Wine Classic -Market Segment
2020
N = 135
0%
20%
40%
60%
80%
100%85%
5%1%1%1%1%1%1%1%1%1%1%1%
Vail Wine Classic -State of Origin
2020
N = 135
Demographical Data
Demographics
30INTERCEPT 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%
Self Spouse or
significant other
Friends Only Friends and
Family
Family (including
children)
Family (not
including children)
Group
3%
43%
25%
20%
2%4%3%
Vail Wine Classic -With Whom Attended
2020
N = 135
Demographics
31INTERCEPT 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%
34%
21%
2%3%
21%
Vail Wine Classic -Family Status
2020
N = 128
0%
20%
40%
60%
80%
100%
Own Rent
89%
11%
Vail Wine Classic -Own vs. Rent Primary Residence
2020
N = 129
Demographics
32INTERCEPT 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
2%7%5%
46%39%
Vail Wine Classic -Education Level
2020
N = 130
0%
20%
40%
60%
80%
100%
1%3%6%3%
37%34%
16%
Vail Wine Classic -Income Categories
2020
N = 116
Demographics
33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
31%
69%
Vail Wine Classic -Gender
2020
N = 123
0%
20%
40%
60%
80%
100%
21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%
12%17%
31%34%
6%
Vail Wine Classic -Age Categories
2020
N = 109
Average age of respondents -49.5
Demographics
34INTERCEPT 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%
Hiking Attending
festivals
Traveling Music Festivals Grilling Cooking Golf Spa Camping Kayak/boat/raft
88%
63%62%61%
46%
39%
35%35%
30%30%
Vail Wine Classic -Top Ten Favorite Summer-time Activities
(Multiple Response)
2020
Demographics
35INTERCEPT 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%
Wine &
Foodie
Traveler Sports
Enthusiast
(hiking,
biking,
skiing)
Health &
Fitness
Music
Festival
Enthusiast
Craft Beer
Enthusiast
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Arts &
Culture
(dance,
music,
theatre)
Investment
& Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Tech
Enthusiast
Other
(specify)
81%
68%
48%
40%38%
32%30%29%29%
15%
8%7%
2%
Vail Wine Classic -Lifestyle Categories
(Multiple Response)
2020
Impact of Covid-19
Impact of Covid-19
37INTERCEPT 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
20%16%
33%
24%
8%
Vail Wine Classic -How impactful was Covid-19 to your decision to
attend events this year?
2020
N = 135
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat
Comfortable
Very Comfortable Extremely Comfortable
0%
7%
24%
46%
22%
Vail Wine Classic -Based on your experience at this event, please
rate your level of comfort attending larger scaled events in the
future:
2020 N = 135
Impact of Covid-19
38INTERCEPT 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
19%17%17%10%10%13%
22%28%27%
13%13%14%
24%21%25%
26%28%33%
16%16%15%
24%23%19%
19%18%16%27%26%21%
Vail Wine Classic -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
32%
68%
Vail Wine Classic -In general, would you like to see pre-Covid-19 size/scaled
events, or would you prefer events to be smaller overall?
2020 N = 135
Impact of Covid-19
39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -Protocols Which Made Respondent MOST Comfortable
•Thought it was all very well handled
•The spacing laid out in the grass
•The spaced out seating squares / masks while walking around
•The separated square, mask usage, and drink trays.
•The separate areas marked by painted squares was awesome.
•The methods used to create social distancing were clever and work great. Marking off squares
in the grass really was smart.
•The mask mandate and the enforcement of it
•The limited ticket sales
•The limited number of people.
•The limited number of people and spacing out of the seating sections
•The limited number of people
•The large spacing between tables
•The grids
•The grid laid out for groups and the limited number of people that kept any lines from forming
•The fact you had all of us 6 feet apart in a square we loved
•The event was outside and spread out
•The designated areas was helpful
•The boxes were excellent!
•That we had to take the wine samples back to our stations
•That it was outside.
•Temps and no close seating
•Temp taking
•Temp checks, masks, squares w/tables for social distancing
•Temp checks and mask wearing
•Tables socially distanced
•Squares for people to distance, people checking that distancing was followed
•Spacing.
•Spacing of tables and mask requirement
•Spacing, limited attendance, single serve cups. the ref making sure people wore masks when
outside pf sipping station
•Spacing of the groups
•Spacing of tables/field for guests to enjoy their wine
Vail Wine Classic -Protocols Which Made Respondent MOST Comfortable
•Spacing of tables
•Spacing of squares drawn on the grass
•Spacing of people, masks and reduced capacity
•Spacing and outdoor event
•Spacing and kindly-enforced keeping to one's own squad.
•Spacing
•Spacing
•Spacing
•Spacing
•Spaced out tables while drinking
•Space, mask wearing, disposable cups
•Space of tables, limited people. It felt very safe to me
•Space and masks
•Social distancing-great open space-not huge crowd
•Social distancing was good
•Social distancing and outdoor venue
•Social distancing and masks
•Social distancing -having people separated was very important (enforcement of this was great)
and having it outdoors
•Social distancing
•Smaller crowd. Multiple spaced out vendors. Ability to see everything. Loved live music.
•Separation of tables.
•Separated seating
•Separate spaces on the lawn and low crowd numbers
•Seating grid
•Requiring masks other than when in your own square
•Reduced crowd size, location allowed spreading out
•Precautions seemed silly, some booths held glass some said they could not.... what is the point if
only half follow the rule
•Pod sections, masks
•Outdoor, well spaced
•Outdoor venue
•Not many people
Impact of Covid-19
40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -Protocols Which Made Respondent MOST Comfortable
•Masks. And distance.
•Masks, stepping away from booths to taste, plastic taste cups
•Masks, socially distance tables
•Masks, distancing
•Masks mandatory
•Masks made a difference
•Masks and the spacing
•Masks and social distancing tables
•Masks and separation of groups
•Masks and grid seating areas. Also outside
•Masks and designated sitting areas
•Masks
•Mask, table placement and I loved the idea of the “referee”
•Marked seating squares
•Mandatory masks and designated private space
•Low density
•Loved the squares that were setup. Very ingenuitive setup. I was very impressed!
•Loved the setup and limited tickets and safety protocols that were in place. Thank you!
•Loved the gridded lawn
•Limiting the number of people, masks, and the distance between groups' spots on the lawn.
•Limited attendees and wide open spacing between tables.
•Limited attendance, staged seating areas
•Limit on the number of people
•It was outside so I felt there were too many precautions
•It was nice that the grids were in place for social distancing. Everyone knew where their space
was!
•It was all great!
•I’m not a fan of masks but realize it’s legally necessary right now.
•I was not uncomfortable at all.
•I liked that each group had their own "square"
•I liked having the designated squares that we had to sit in to remove our masks and drink.
There also weren't many lines which made me feel more comfortable getting up and visiting
the booths knowing I wouldn't be surrounded by people.
•Health screen
Vail Wine Classic -Protocols Which Made Respondent MOST Comfortable
•Having all the rules laid out prior to the event
•Grids, mask rules
•Good job
•Flagged out areas
•Fewer people, outdoors, specific areas that were distanced from others.
•Fewer people, less people in line
•Face masks and abundance of sanitizer
•Everything.
•Everything
•Everyone was Following protocol & respectful
•Entry and screening
•Entire system was very good.
•Distancing.
•Distance from others/dedicated space, being outdoors, mask wearing near vendors, small
crowd
•Distance between tables and booths
•Distance between groups
•Distance
•Designated spaces for groups or couples
•Check-in process
•Boxed out spaces for each group
•Blocked out lawn seating
•Being outside, distanced spaces, compostable cups
•Being outside with limited numbers, checking temperatures before entering, masks required,
set areas
•All were great. thank you
•All were good
•All were fine
•All the protocols
•All of the precautions taken were done very well, spacing out seating, using sample cups,
limiting the number of people.
•All of it. I felt very comfortable attending the event.
Impact of Covid-19
41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Wine Classic -Protocols Which Made Respondent LEAST Comfortable
•Would have liked more food
•Wish there were aisles between some of the squares so people don't cut
through as much
•Wearing a mask
•We were very comfortable
•Waiting link line to get in; but not too bad. Could have put Xs on the ground
to keep people in line spread apart.
•Vendors should have been wearing gloves -can't remember if they were or
not
•Those in line to enter not required to wear masks
•There wasn't clear areas of where to walk, lots of people still walking around
other peoples taped off areas with their masks off.
•There really weren't any
•The town of vail was very busy
•The time frame.
•The seating layout could be improved upon
•The line in was a little "bunchy". I don't think it was an error; I think people
were just excited. It still didn't feel awful, by any means!
•staff/volunteers not trying to enforce the safety rules
•Some of the vendors did not follow the protocols consistently.
•Poorly designated traffic patterns around the pod sections. It’s great to have
your own space, but then people are walking in everyone’s square. Seems to
defeat the purpose a bit.
•Poor spacing control at wine booths
•Plastic cups at each taste
•People walking through others squares
•People walking around without masks and through the seating areas
•People still shared the standing tables
•Outside line was not clearly spaced and no one enforcing
•Other guests not wearing masks
Vail Wine Classic -Protocols Which Made Respondent LEAST Comfortable
•Not being able to taste and talk to vintners while tasting
•None. The event was well managed.
•None -it was great
•No social distancing after the event-like outside the gates
•Never really felt uncomfortable.
•Needed more sanitizer stations
•Most vendors not wearing gloves. Most touching face/mask, hair etc. (you
know normal stuff!) Then handing off cup by rim
•Masks
•Line to get in
•Lack of masks
•Lack of enough tables to sit at
•If someone wasn’t wearing a mask while walking around not at their table
•I felt safe the entire time.
•I felt pretty comfortable; perhaps line could have been spaced better
•I feel it was a nice balance.
•I did not get to bring my non-drinking friend
•I did not feel uncomfortable at all
•I could care less about wearing a mask! Ugh! Government let us live our
lives.....lol
•I can't think of anything that did
•Felt rushed based on the length of the slot. The protocols were spot on.
•Check-in process.
•Nothing made me uncomfortable
End of Report