Loading...
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