HomeMy WebLinkAbout03. c. Vail Automotive Classic Recap 2020 (Merged) copyVail Automotive Classic
Cultural, Recreational & Community Category
4 November 2020
Vail Automotive Classic - 13 September
2020
Mark Bergman
Phone: 518.232.6544
mark@VailAutomotiveClassic.org
2
Overall Event Highlights & Successes
3
•Successfully Produced a major event amidst pandemic
•Increased Lodging Impact to 300+ nights
•Successfully changed event venue with positive merchant response
•Reduced labor costs and retained sponsors when others were losing sponsors
•Received coverage by Race Central TV delivering national exposure
Questions from CSE
4
•The CSE will ask questions about your event and recap
•Leave this blank – it’s a placeholder
Attendance Estimate
5
•Attendance exceeded exceptions, but was
manageable with social distancing.
•Estimated attendance seems low compared
to our count of closer to 3000 spectators
•How would you impact attendance next year?
•Avoid changing venue at last minute
Attendance and Revenue Generation
22INTERCEPT 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 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 (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 Automotive Classic estimated revenue generation for the Town of Vail: $250K (+/-20%).
1,854
742
$250,090
$(200,000)
$(100,000)
$-
$100,000
$200,000
$300,000
0
500
1,000
1,500
2,000
2,500
3,000
2020
Vail Automotive Classic -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Visitor Type
6
•Was this the visitor type split you expected?
•A healthy mix of day trip and weekend visitors exceeded expectations
•What steps would you take to optimize visitor mix for future events?
•Increased national media exposure will draw more first time or
infrequent visitors to Vail
•Changing economic demographic will result in an even greater ROI
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only
7
•What measures did you take to
encourage attendees to book
lodging in the Town of Vail?
•Partnership with the
Sonnenalp Hotel included
exposure on our website,
multiple newsletters and
participant communications.
•National media exposure for
the Sonnenalp will enable us
to continue growing
overnight visitors in 2021
•
Overall Visitor Profile
8
•Who was your anticipated target
demographic?
•We target a diverse demographic to
keep our event accessible, however
we saw an increase in the value of
the cars exhibited which translates
to an increase in higher income
participants.
•What would you change to attract that
audience next year?
•Closer affiliations and sponsor
relations with luxury brands
Geographics
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado California Massachusetts Ohio Virginia
92%
2%2%2%2%
Vail Automotive Classic -State of Origin
2020
N = 49
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
27%
10%
55%
8%
Vail Automotive Classic -Market Segment
2020
N = 49
Role/Importance of Event in Intent to Visit Vail
9
•What actions did you take this year to generate the number of overnight guests?
•We vigorously encouraged participants to attend all 3 days of events resulting in
increased overnight guests.
•How would you increase the number of overnight Vail guests coming for the event next
year? - Sharing success stories from those who loved the entire 3 day event.
NPS (Net Promoter Score)/Likelihood to Recommend
10
•Do you think the NPS scores reflect the attendee event experience?
•Unknown - survey results were not provided in time for inclusion.
•What steps would you take to improve the NPS scores for your event next year?
Estimated Return on Investment (ROI) & Attendee Expenditures
11
•What did your event do to encourage spending
in Vail?
•We encouraged participants to spend the
weekend in Vail and support local
merchants. We invited local merchants to
participate in promotional efforts, but
none responded.
•Estimated spending $250,000 resulted in a
5000% ROI based on TOV support of $5000
•
Great ROI for minimal funding
Event Strengths & Weaknesses
12
•How did the event exceed expectations?
•Well attended and financially solvent
•Not cancelled like so many other events
•What are areas for event improvement?
•Continue to increase draw from out of state
•How did this year’s event compare to previous years?
•More profitable due to management efficiencies
Vail Brand Compatibility
13
•How did the event support the Vail Brand?
•Premier luxury event very consistent with the Vail brand
•Received very positive comments from industry experts who regularly
attend some of the top automotive events in the country.
•
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
14
•How did the event impact Vail’s sense of community?
•We presented the auto show in a manner that encouraged spectator
and exhibitor interaction; approachable and friendly
Topline Marketing Efforts
15
•Include overview of top 3 successful marketing tactics or executions
•Redesigned website - all event information accessible
•Nation automotive television coverage
•Engaged almost every car club in Colorado
Potential for Growth & Sponsorships/Media Exposure
16
•How do you see the event evolving or growing next year?
•Attendance from a national audience will continue to grow
•What sponsors do you plan to target next year? (Including existing and potential
sponsors)
•Addition of a title sponsor and more national and multinational sponsors
•How will you leverage media exposure and extend the marketing reach next year?
•Continued national automotive media partnership with show features earlier in
2021
Sustainability Efforts
17
•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
•Our event did not sell or distribute anything to the public thus creating
negligible waste.
•What waste reduction methods were used during your event/program?
•Unneeded - see above
•How could you improve on sustainability efforts for next year’s event?
•Electronic judging and scoring will result in a very small reduction in paper
used
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both
our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy,
Event Budget
18
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:65,000
CSE Funds:5000
Cash Sponsorship (not CSE):20,000
In-kind Sponsorship:40,000
Marketing Budget:45,000
Profit & Loss:$10,000
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Marketing
Event/Program Budget for Vail Automotive Classic 2020
> Expenses
Estimated Actual
Total Expenses $64,300.00 $54,220.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Rental fees $0.00 Social food + Beverage $5,400.00
Insurance $1,000.00 $500.00 Non-social food + Beverage $250.00
Sound/AV $0.00 <insert Other>$0.00
Construction or Equipment $0.00 <insert Other>$0.00
Trash/Composting $0.00 Total $5,650.00 $0.00
Utilities $0.00
Labor $0.00 Program/Lodging Estimated Actual
Traffic Control $0.00 Entertainment $0.00
Banners - Printing & $0.00 Speakers $0.00
Signage $0.00 Travel $0.00
<insert Other>$0.00 Hotel $0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
Total $1,000.00 $500.00 Total $0.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio $0.00 Prizes $300.00 $250.00
Advertising - Print $0.00 Cash Purse $0.00
Advertising - Social Media $1,000.00 $1,000.00 Total $300.00 $250.00
Public Relations $0.00
Sales Team Expenses $0.00
Media TV, Production & Distribution $0.00 $0.00
Graphic Design $500.00
Website $5,000.00 $2,000.00
Collateral Materials $0.00
Printing $250.00
1
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $6,750.00 $3,000.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $0.00
Transportation $100.00 $100.00
Permit Fees $0.00
Postage/Shipping $100.00 $20.00
In Kind Trades $50,000.00 $50,000.00
Supplies-Office or Other $400.00 $350.00
Demographic Survey $0.00
Sales Tax $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $50,600.00 $50,470.00
2
Event/Program Budget for Vail Automotive Classic 2020
> Income
Estimated Actual
Total Income $0.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
0 Adults @ $5.00 $0.00
0 Children @ $2.00 $0.00
0 Other @ $1.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Programs/Advertising
Estimated Actual Estimated Actual
0 Covers @ $0.00 $0.00
0 Half-pages @ $0.00 $0.00
0 Quarter-pages @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Exhibitors/vendors
Estimated Actual Estimated Actual
0 Large booths @ $0.00 $0.00
0 Med. booths @ $0.00 $0.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
1
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Revenue from other items
Estimated Actual Estimated Actual
0 Cash Sponsorships @ $0.00 $0.00
0 In Kind Sponsorships @ $0.00 $0.00
0 Donations @ $0.00 $0.00
0 CSE Funding @ $0.00 $0.00
0 Grants @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
2
Event/Program Budget for Vail Automotive Classic 2020
> Profit - Loss Summary
Estimated Actual
Total income $0.00 $0.00
Total expenses $64,300.00 $54,220.00
Total profit (or loss)-$64,300.00 -$54,220.00
$0.00
$17,500.00
$35,000.00
$52,500.00
$70,000.00
Es,mated Actual
Total income
Total expenses
1
Vail Automotive Classic
September 2020
Prepared for:
Town of Vail/Vail Automotive
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 …………………………………………………………………………………………………………………………….17
Spending Habits ……………………………………………………………………………………………………………………………….19
Attendance/Revenue Generation ……………………………………………………………………………………………………..22
Accommodations ……………………………………………………………………………………………………………………………..24
Geographical Data …………………………………………………………………………………………………………………………….27
Demographical Data ………………………………………………………………………………………………………………………….29
Impact of Covid-19 …….……………………………………………………………………………………………………………………..36
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 Automotive Classic to help quantify decisions and increase
performance related to the event. With this insight, the Town of Vail and the Vail Automotive Classic
are 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 from the participants 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 17th, 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 Automotive Classic. The services included strategy and
execution, survey development, programming, analysis, and reporting. There were approximately 1,854 attendees over the course of the event. 81
participants were emailed the online survey. 49 surveys were completed, which offers a 60% response rate and provides a 13.8% margin of error at a
95% confidence interval with the data collected.
94% of the respondents are “Very” or “Extremely likely” to return in the future. The Vail Automotive Classic earned a Net Promoter Score of 88, with
88% of the respondents classified as “Promoters”. Overall Satisfaction with the event earned a mean satisfaction rating of 4.7 on a scale of 1 to 5,
where 1=Not at all satisfied and 5=Extremely satisfied.
92% of the attendees were from Colorado, and 2% were from California. Of the overnight guests who stayed in paid lodging (55% of total
accommodations), 89% stayed in Vail. The average number of nights stayed by those staying in paid lodging in Vail was 2.9 nights. The Vail
Automotive Classic produced approximately 405 room nights in Vail over the course of the event, with an average nightly rate of $286. The estimated
gross revenue generation for the Town of Vail from the Vail Automotive Classic was approximately $250K (+/-20%).
The Vail Automotive Classic website and email were the most effective outlets for generating awareness. 39% attended with their spouse/significant
other, and 10% attended with their family including children. The average age of the respondents was 63.1, and the average age of children < 18 in
attendance was 9.8. Most enjoy hiking, grilling, and mountain biking during the summer months, and most of the respondents claimed “Sports
Enthusiast”, “Hobbies & Interests”, and “Traveler” as their lifestyle categories of choice. 69% visit Vail other times during the summer, and 53% visit
Vail during the winter.
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Estimated Attendance –1,854
Total completed surveys –49
Sample size provides statistical validity with an error rate of 13.8% at a 95% confidence interval
Estimated revenue generated to the Town of Vail -$250K
Net Promoter Score –88
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
Average days in attendance: 2.5
VAC website and email were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
94% are “Very” or “Extremely Likely” to return in the future
89% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –2.9
Estimated number of room nights generated in Vail by the event –405
Estimated average nightly rate in Vail -$286
Average age of respondents –63.1 | Average age of children < 18 –9.8
Favorite summer-time activities: Hiking, Grilling, and Mountain Biking
Lifestyle Categories: Hobbies & Interests, Sports Enthusiast, and Traveler
Attendee Details
Attendance
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
100%
0%
Vail Automotive Classic -Reason for Visiting Vail
2020
N = 49
0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days
10%
29%
61%
Vail Automotive Classic -Attendance
2020
N = 49
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%0%6%
27%
67%
Vail Automotive Classic -Intention to Return
2020
N = 49
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
69%
31%
Vail Automotive Classic -Summer Visitation
2020
N = 36
0%
20%
40%
60%
80%
100%
Yes No
53%47%
Vail Automotive Classic -Winter Visitation
2020
N = 36
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
Automotive 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
88
-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
Recommendation
11INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Vail Automotive Classic -Increase Recommendation
•Use main village for car shows
•Lodging and related costs are high
•Hold it in a better area of town. Grass is always nice but it was too closed in for a good
event.
•Have more car oriented events. I.e. the reception party lacked the energy I would have
expected. It was more like any reception and didn’t have the flair that would build the
excitement given the level of cars being shown
•Have it in Vail and have more cars show up similar to last year
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
96%96%98%
90%
98%
4.7 4.7
4.9
4.6
4.8
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 vehicles
Vail Automotive 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
2020 Vail Automotive Classic -One Change Comments
•Very well organized and a lot of fun -can't think of anything
•Trailer parking, locals will curse you block your vehicle or damage it.
•The Manager at Lionshead Jewelers was a real jerk. Came out yelling about cars parked in front of his store,
said he owned the sidewalk, and kept telling us to move our cars, once VAC had already parked us. Please,
either straighten him out on events, or don't let folks park on his property. He was a real a$$hat.
•Stage the cars in the Village
•Somehow provide flexible departure times for Sunday. The gondola parking at last years event worked well.
Many people can’t stay all of Sunday but want to show their cars.
•Share judging results with the car owner
•On your survey page, " Do you visit Vail ..." besides Yes and No, you need a "Sometimes" option
•More organized, professional judging expertise
•More 50's, 60's and early 70's cars.
•Maybe a map of the immediate area showing restrooms, food and or shop locations.
•Keep it in Lionshead
•Keep it in Lion’s Head
•It will be great to return to the main Vail village.
•Increase the number of cars on display. Make the event even larger.
•I was only there for the Sunday car s how, so my input only applies to that day. Lions Head walking street is a
really fine place to hold the car show.
•I was a bit disappointed that we couldn’t park all four of our cars in the same spot, but understand that
space was limited.
•Help marketing the event so it becomes more well known to create a national car event.
•Have it in the town of vail and more cars
•Food and beverage vendors during the event including staging
•Display cars together by category.
•COVID closures made getting a good meal difficult at best
•Car and food vendors
•Bicycle traffic through show area to gondola was a concern
•Better quality of Classic cars and better location
•Back to the village with more cars please!
•Already answered...
•All was great, but maybe a larger area for more vehicles. But it was awesome
•Absolutely not!!!!
Media/Awareness
Media/Awareness
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Vail Automotive Classic -Media/Awareness "Other" Comments
Sports Car Market magazine
Scoop magazine (Auto events)
Requested to attend
Past attendee
Mike Ward Aston Martin dealership
Mike Ward
Mike ward
Long time participant
Jaguar club
Have attended for years
Car magazine
0%
20%
40%
60%
80%
100%
Vail Automotive
Classic Website
Email Other (please
specify)
Friends/Family Newspaper Social Media Other Website
51%
33%
22%18%
8%8%8%
Vail Automotive Classic -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$100,000
$200,000
$300,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$115,878
$54,021
$26,586 $10,943
$207,427
Vail Automotive 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
20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$5,000
$10,000
$15,000
$20,000
Dining Spend Retail Spend Activities Spend Total Spend
$6,868
$2,010
$-
$8,878
Vail Automotive Classic -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for the event)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Dining Spend Retail Spend Activities Spend Total Spend
$16,389 $10,551
$6,846
$33,786
Vail Automotive 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
22INTERCEPT 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 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 (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 Automotive Classic estimated revenue generation for the Town of Vail: $250K (+/-20%).
1,854
742
$250,090
$(200,000)
$(100,000)
$-
$100,000
$200,000
$300,000
0
500
1,000
1,500
2,000
2,500
3,000
2020
Vail Automotive Classic -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
24INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Primary Residence Day Trip
55%
2%6%
27%
10%
Vail Automotive Classic -Accommodations
2020
N = 49
0%
20%
40%
60%
80%
100%
Vail Arrowhead Avon Dillon/Silverthorne Eagle Vail Edwards Other (please specify)
81%
3%3%3%3%3%3%
Vail Automotive Classic -Town Stayed In
(All Accommodations)
2020
N = 32
Accommodations
25INTERCEPT 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%
1 - 2 3 - 5
26%
74%
Vail Automotive Classic -Nights Stayed Categories
(All Accommodations)
2020
N = 31
Average nights stayed (all accommodations) -2.9
Average nights stayed (paid lodging in Vail) -2.9
Geographical Data
Geographics
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado California Massachusetts Ohio Virginia
92%
2%2%2%2%
Vail Automotive Classic -State of Origin
2020
N = 49
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
27%
10%
55%
8%
Vail Automotive Classic -Market Segment
2020
N = 49
Demographical Data
Demographics
29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and
Family
Family (including
children)
Family (not
including
children)
Group
12%
39%
12%18%
10%
2%6%
Vail Automotive Classic -With Whom Attended
2020
N = 49
0%
20%
40%
60%
80%
100%
Yes No
60%
40%
Vail Automotive Classic -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2020
N = 5
Demographics
30INTERCEPT 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
15%
39%
17%
4%
17%
7%
Vail Automotive Classic -Family Status
2020
N = 46
0%
20%
40%
60%
80%
100%
Own Rent
98%
2%
Vail Automotive Classic -Own vs. Rent Primary Residence
2020
N = 45
Demographics
31INTERCEPT 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
13%16%9%
36%
27%
Vail Automotive Classic -Education Level
2020
N = 45
0%
20%
40%
60%
80%
100%
$55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
3%
10%
41%
26%21%
Vail Automotive Classic -Income Categories
2020
N = 39
Demographics
32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
96%
4%
Vail Automotive Classic -Gender
2020
N = 45
0%
20%
40%
60%
80%
100%
25 - 34 45 - 54 55 - 64 65+
2%
14%
33%
50%
Vail Automotive Classic -Age Categories
(Does not include children < 18)
2020
N = 42Average age of respondents -63.1
Average age of children < 18 -9.8
Demographics
33INTERCEPT 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 Grilling Mountain
Biking
Golf Traveling Music Festivals Road Biking Attending
festivals
Fishing Cooking
62%
38%
33%31%31%31%29%29%
22%20%20%
Vail Automotive Classic -Top Ten Favorite Summer-time Activities
(Multiple Response)
2020
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%
Sports
Enthusiast
(hiking,
biking,
skiing)
Hobbies &
Interests
(collector,
crafts, home
shop)
Traveler Wine &
Foodie
Music
Festival
Enthusiast
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Health &
Fitness
Investment
& Money
Other
(specify)
Craft Beer
Enthusiast
Arts &
Culture
(dance,
music,
theatre)
Tech
Enthusiast
Home
Enthusiast
(gardening,
pet owner,
avid reader)
56%
31%
27%24%22%20%20%20%18%18%16%
11%9%
Vail Automotive Classic -Lifestyle Categories
(Multiple Response)
2020
Impact of Covid-19
Impact of Covid-19
36INTERCEPT 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
33%
22%
33%
4%8%
Vail Automotive Classic -How impactful was Covid-19 to your
decision to attend events this year?
2020 N = 49
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable
0%2%
27%
41%
31%
Vail Automotive Classic -Based on your experience at this event, please rate
your level of comfort attending larger scaled events in the future:
2020 N = 49
Impact of Covid-19
37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
50%
100%
Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals
16%18%10%14%6%4%
22%20%
14%
24%24%29%
22%31%
24%
22%35%37%
27%20%
37%29%27%20%
12%10%14%10%8%10%
Vail Automotive 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
69%
31%
Vail Automotive 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 = 49
Impact of Covid-19
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Vail Automotive Classic -Precautions that Made Respondents MOST Comfortable
•Would prefer more mask enforcement, but overall good adherence to the rules.
•Wore a mask in public but not afraid of virus
•Wearing a mask.
•Virus related protocols
•Use of masks by majority of attendees
•To many protocols. Be in ng able to remove masks
•The town's letter describing steps to be taken for prevention.
•Space
•Social distancing when possible.
•Outdoor event
•Outdoor event
•Outdoor and everyone wearing masks
•Not worried about Covid at all
•Most people wearing masks even in open air.
•Masks worn
•Masks were worn by the car owners and staff.
•Masks and good spacing between cars
•Masks
•Masks
•Masks
•Masks
•Mask wearing
•It being outside.
•I was comfortable
•Flyers/info about wearing a mask, social distancing, etc.
•Face masks and social distancing
•Everyone wearing a mask and social distancing
•Everyone does their best to deal with a political virus, that's all you can expect.
•Distancing
Impact of Covid-19
39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Vail Automotive Classic -Precautions that Made Respondents LEAST Comfortable
•The fact that Covid exists.
•So many people not wearing masks, not a lot of hand sanitizer available.
•Not a lot of people wearing masks
•Masks not worm
•Many of the visitors were not wearing masks.
•Indoor reception
•I was comfortable
•I did not attend any of the large social gatherings.
•Being asked to wear a mask
•Any precaution is a good one
•All OK
•A few spectators chose not to wear masks. maybe could add hand sanitizer station’s
throughout the display areas
End of Report