HomeMy WebLinkAbout03. e. 2020 Jazz in the Park Events Study - Final Report (1)Jazz in the Park
Summer 2020
Prepared for:
Vail Jazz
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)………………………………………………………………………………………….9
Event Performance……………………………………………………………………………………………………………………………11
Media/Awareness …………………………………………………………………………………………………………………………….15
Spending Habits ………………………………………………………………………………………………………………………………..17
Attendance/Revenue Generation ……………………………………………………………………………………………………..20
Accommodations ……………………………………………………………………………………………………………………………..22
Geographical Data …………………………………………………………………………………………………………………………….25
Demographical Data ………………………………………………………………………………………………………………………….27
Favorite Summer-time Activities …………….…………………………………………………………………………………………33
Vail Visitation……………………………………………………………………………………………………………………………………..35
Covid-19 Precautions ………………………………………………………………………………………………………………………..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 the third party research company, Intercept Insight, LLC, to conduct
research during the Jazz in the Park events to help quantify decisions and increase performance
related to the series. With this insight, the Town and the Vail Jazz are able to evaluate the economic
contributions from the events, develop objectives to increase the overall performance, market
effectively, and provide sponsors with valuable data regarding the events. The Town of Vail and Vail
Jazz identified several objectives for this study.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intention to return
Quantify recommendations
Evaluate event performance
Estimate spending habits
Estimate revenue generation
Understand media effectiveness/awareness
Obtain demographical and geographical data
Determine accommodations, nights stayed, town stayed in, etc.
Lifestyle categories
Covid Precautions
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail, Vail Jazz, 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 upon entrance to the events were used as the sample set. Intercept
Insight distributed the survey via email each week following the concert series.
Reminder notifications were delivered periodically, and the study was closed on October 4th, 2020.
The data was downloaded, and the results were prepared for analysis and reporting.
Methodology
2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
It is important to remember that this is a tool for gathering attendees’ opinions and feedback. Many of the results are pres ented in terms
of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the
statistics. Note that the margin of error is different for every single question response on the survey depending on the sam ple sizes,
proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appro priate
to focus attention on the general trends and patterns in the data rather than on the individual percentages.
The Town of Vail engaged Intercept Insight, LLC for research services during the 2020 Jazz in the Park events. These services included
strategy and execution, survey development, programming, analysis, and reporting. There were 1,150 people in attendance over the
course of the events. 68 surveys were completed, which provides a 11.5 % margin of error at a 95% confidence interval with the data
collected.
62% of the respondents came to Vail specifically for the Jazz in the Park events, and 93% of the respondents are “Very” or “Extremely
likely” to return in the future. Jazz in the Park achieved a Net Promoter Score of 81, with 84% of the respondents classified as
“Promoters”. Overall Satisfaction was high with a mean satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all s atisfied and
5=Extremely satisfied.
Of those who came to Vail for the Jazz in the Park events, 55% were locals and 43% were overnight guests. 56% of the attendees were
from Colorado. The average number of nights stayed by those staying in paid lodging in Vail was 4.0 nights. These events produced
approximately 37 room nights in Vail, with an average nightly rate of $250.The estimated gross revenue generation for the Town of Vail
from the Jazz in the Park events was approximately $144K (+/-20%).
Email and newspaper were the most effective outlets for generating awareness. 51% attended with their spouse/significant other, and
22% attended with their friends and family. The average family included 1.5 children, and the average age of children under 18 i n
attendance was 10.2. The average age of the respondents was 63.6. Hiking, music festivals, and attending festivals were the most
common summer-time activities among the respondents. The most frequently selected lifestyle categories were: Sports Enthusiast,
Music Festival Enthusiast, and Arts & Culture.
Overview and Summary
3
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Estimated Attendance –1,150
Total completed surveys –68
Sample size provides statistical validity with an error rate of 11.5% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$144K (+/-20%)
Net Promoter Score –81
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
62% of the attendees came to Vail, CO specifically for these events
“Email” was selected most when asked, “How did you hear about, and/or where did you see advertising for these events this year?”
93% are “Very” or “Extremely likely” to return in the future
Average nights stayed in paid lodging within Vail –4.0
Average group size of those lodging within Vail –2.0
Estimated number of room nights generated –37
Estimated average nightly rate within Vail -$250
Average age of respondents –63.6 | Average age of children under 18 –10.2
Favorite summer-time activities –Hiking, Music Festivals, and Attending Festivals
Lifestyle categories –Sports Enthusiast, Music Festival Enthusiast, and Arts & Culture
Highlights
4
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Attendee Details
Attendance
62% of the attendees
came to Vail specifically for
this event in 2020.
In 2020, of those who
came to Vail for the event,
55% were locals, and 43%
were overnight guests.
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
62%
38%
Jazz in the Park -Reason for Visiting Vail
2020
N = 68
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
55%
2%
24%19%
Jazz in the Park -Came for Event by Market Segment
2020
N = 42
Attendance
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0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days
22%
12%
22%
7%9%7%
21%
Jazz in the Park -Attendance
2020
N = 68
0%
20%
40%
60%
80%
100%
Not at all likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%0%
7%
24%
69%
Jazz in the Park -Intention to Return
2020
N = 68
Recommendation
Recommendation
The Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where
0=Not at all likely and 10=Extremely likely, how likely are you to recommend this event to a friend or
family member?
Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive
Supporters”, and those who rate ‘0’ to ‘6’ are called detractors.
The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the
percentage of Promoters.
9INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
81
-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
•2020 Jazz in the Park -Increase
Recommendation
•We were annoyed at being told to put our masks
back on after we had well-socially distances from
the rest of the crowd in the park that was
sectioned off, and almost EVERYONE in the park
still had on their masks, and we did not see them
being harassed as we were.
•Sign up should open at exactly 9:00 am no earlier.
At 9:00 the event is already sold out. NOT FAIR!
•Play longer and later
•Nothing -perhaps some food or drink vendors
•I think there could more groups performing per
evening. Would have been nice to hear more
than one performance.
•Have more tickets available.
•Go back to amphitheater
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
11
Attribute Satisfaction
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97%95%95%94%
88%93%
4.7 4.7 4.7 4.8
4.4 4.6
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 Friendliness of the food &
beverage staff
Knowledge of the
staff/volunteers
Friendliness of the
staff/volunteers
Parking/access Quality of the music
Jazz in the Park -Attribute Satisfaction Ratings
Percentage who rated a '4' or '5' 2020 Mean Rating 2020
One Change Comments
13
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2020 Jazz in the Park -One Change Comments
•Would love to have heard some vocals like we heard in 2018 under the Lionshead tent
•We were soaked when sitting in previous sprinkler irrigation
•Use the stage at Ford Amphitheater for inclement weather
•This event is superb in every respect
•Staff hosting event should treat patrons with wisdom and respect
•Return to normal, use tent
•Post about it more so we could’ve gone to all events!
•Play longer or multiple bands
•People who Bring umbrella and regular sized chairs should use the squares along the sides so they don’t block the view of peo ple on
blankets.
•On site alcohol/food sales
•No, think it is working very well!
•No it was great given the circumstances.
•More real jazz .....while I enjoyed the music, we want more real jazz. The phunk was fun, the country was kind of boring albeit well
done
•More music
•More events!
•More and better musicians
•Make it easier to obtain tickets to the performances.
•Make it easier to contact staff for tickets
•Make Covid go away!! :>)))))))))
•Longer duration of the music
•Keep the concert show time a little later --6:30 p.m. or so
•In this time of Covid, you all did an excellent job of making us feel safe!
•I think you did s tremendous job of offering live music safely during a pandemic.
•I feel it has been well done as is
•Have the masking policy consistent with the county policy.
•have more of them
•Great job getting this done during Covid. making it free was wonderful but having a charge may keep down the no shows and give
more space to those who really want to attend
•Everything was pretty easy, considering Covid situation.
•Everything was perfect! Staff was so friendly!
•Easier access
•Do more events more often
•Bring higher quality jazz musicians
•Better music
•Better jazz groups
Media/Awareness
Media/Awareness
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2020 Jazz in the Park -Media/Awareness "Other" Comments
•We have been supporting Vail Jazz for years.
•Was walking home from tennis center and happened upon it a few weeks prior to the date I attended
•Vail.gov events
•Town of Vail government
•Fodors guide
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Newspaper Vail Jazz Website Friends/Family Social Media Other (please
specify)
Other Website
54%
40%
34%
15%
7%7%3%
Jazz in the Park -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
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This graph demonstrates the spending habits of those who came to Vail, CO specifically for
this event and stayed in paid lodging. The accommodation spend is equal to only those who
stayed in paid lodging in Vail, CO.
$0
$10,000
$20,000
$30,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$9,140
$2,590
$7,312
$3,217
$22,258
Jazz in the Park -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
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$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
Dining Spend Retail Spend Activities Spend Total Spend
$54,188
$21,943 $34,551
$110,682
Jazz in the Park -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
$7,252
$3,324
$124
$10,701
Jazz in the Park -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for event)
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
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This graph represents the estimated Total Attendance, Total People (Came for Events), and Gross Revenue
Generation for the Town of Vail. The Total Attendance is equal to the total number of people entering the
venue. Total People (Came for Events) accounts for the percentage who came to Vail for the events, and is the
sample set used for the estimated Gross Revenue Generation.
2020 Estimate Gross Revenue Generation -$144K (+/-20%)
1,150
710
$143,641
$(200,000)
$(100,000)
$-
$100,000
$200,000
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2020
Jazz in the Park -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
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0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 11 - 14 15+
4%
43%
18%21%14%
Jazz in the Park -Nights Stayed Categories
(All Accommodations)
2020
N =28Average nights stayed (all accommodations) -6.4
Average nights stayed (paid lodging in Vail) -4.0
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary
Residence
Other (Please
specify)
Day Trip VRBO, Airbnb,
Etc.
3%4%
41%
6%
34%
3%1%7%
Jazz in the Park -Accommodations
2020
N = 68
Accommodations
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0%
20%
40%
60%
80%
100%
Vail Edwards Avon Beaver Creek Eagle Vail Arrowhead Other (please
specify)
59%
16%
7%7%7%2%2%
Jazz in the Park -Town Stayed In
(All Accommodations)
2020
N =44
Geographical Data
Geographics
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0%
20%
40%
60%
80%
100%
Colorado Texas Florida New York Iowa
56%
19%
12%
3%1%
Jazz in the Park -Top Five States of Origin
2020
N =68
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
34%
1%
21%
44%
Jazz in the Park -Market Segment
2020
N = 68
Demographical Data
Demographics
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
9% of those attending with
“Family (including children)”
attended with children under 18.
The average number of children
under 18 in attendance per family
was 1.5.
The average age of children under
18 in attendance was 10.2.
0%
20%
40%
60%
80%
100%
Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
51%
16%22%
9%
1%
Jazz in the Park -With Whom Attended
2020
N = 68
0%
20%
40%
60%
80%
100%
Yes No
67%
33%
Jazz in the Park -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2020
N = 6
Demographics
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0%
20%
40%
60%
80%
100%
Married w/ children
living at home
Married w/ children
not living at home
Married w/o children Single w/ children
living at home
Single w/ children not
living at home
Single w/o children
6%
52%
11%6%
15%11%
Jazz in the Park -Family Status
2020
N =66
0%
20%
40%
60%
80%
100%
Own Rent
94%
6%
Jazz in the Park -Own vs. Rent Primary Residence
2020
N =64
Demographics
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0%
20%
40%
60%
80%
100%
High School Some College Associates Degree (2
year)
Bachelor's Degree (4
Year)
Post Graduate Degree
2%6%2%
35%
55%
Jazz in the Park -Education Level
2020
N =65
0%
20%
40%
60%
80%
100%
Student $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
2%7%4%
15%
28%26%
19%
Jazz in the Park -Income Categories
2020
N =5
Demographics
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0%
20%
40%
60%
80%
100%
Male Female
44%
56%
Jazz in the Park -Gender
2020
N =61
0%
20%
40%
60%
80%
100%
25 - 34 35 - 44 45 - 54 55 - 64 65+
5%5%3%
33%
53%
Jazz in the Park -Age Categories
(Does not include children < 18)
2020
N =58
Average age of respondents -63.6
Average age of children <18 -10.2
Demographics
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sports
Enthusiast
(hiking,
biking,
skiing)
Music
Festival
Enthusiast
Arts &
Culture
(dance,
music,
theatre)
Health &
Fitness
Wine &
Foodie
Traveler Outdoor
Enthusiast
(camping,
hunting,
fishing)
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Investment
& Money
Hobbies &
Interests
(collector,
crafts,
home shop)
Tech
Enthusiast
Craft Beer
Enthusiast
Other
(specify)
68%68%66%
57%
49%46%
28%25%
17%
9%
5%5%2%
Jazz in the Park -Lifestyle Categories
(Multiple Response)
2020
Favorite Summer-time Activities
Favorite Summer-time Activities
33
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hiking Music Festivals Attending
festivals
Road Biking Grilling Traveling Golf Cooking Mountain
Biking
Fishing
88%
72%
65%
42%40%
32%31%29%
23%22%
Jazz in the Park -Top Ten Favorite Summer-time Activities
(Multiple Response)
2020
Vail Visitation
Vail Visitation
35
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0%
20%
40%
60%
80%
100%
Yes No
93%
7%
Jazz in the Park -Summer Visitation
2020
N = 44
0%
20%
40%
60%
80%
100%
Yes No
73%
27%
Jazz in the Park -Winter Visitation
2020
N = 44
Covid-19 Precautions
Covid-19 Precautions
37
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0%
20%
40%
60%
80%
100%
Not at all Impactful Not very Impactful Somewhat Impactful Very Impactful Extremely Impactful
12%12%
32%29%
15%
Jazz in the Park -How impactful was Covid-19 to your decision to
attend events this year?
2020 N = 68
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat
Comfortable
Very Comfortable Extremely
Comfortable
0%6%
29%
43%
22%
Jazz in the Park -Based on your experience at this event, please
rate your level of comfort attending larger scaled events in the
future:
2020 N = 68
Covid-19 Precautions
38
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0%
50%
100%
Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals
10%
28%24%21%13%13%
15%
29%34%32%
19%28%
32%
25%24%21%
32%28%
26%
10%7%15%21%13%
16%7%12%12%15%18%
Jazz in the Park -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%
50%
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
44%
56%
Jazz in the Park -In general, would you like to see pre-Covid-19 size/scaled
events, or would you prefer events to be smaller overall?
2020 N = 68
Covid-19 Precautions
39
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2020 Jazz in the Park -Precautions that Made Respondents MOST Comfortable
•Wearing of masks
•The squares for guests
•The squares
•The spacing and masks
•The separation on the lawn and the number of people allowed at the concert.
•The marked squares to sit in
•The marked off seating areas
•The limited seating
•The lined-off squares for each party
•The lawn grid used to space each group attending
•The grid system to maintain distances between patrons
•The distance between sitting locations and the mask requirement
•The dedicated “pods”
•The chalk-marked cocoons for groups.
•Squares for social distancing
•Squares for distancing
•Square spacing
•SPACING ON THE GRASS
•spacing between parties
•Spacing and masks
•Spacing
•Spacing
•Spacing
•Social spacing
•Social distancing was very well done
•Social distancing squares, masks, location
•Social distancing squares
•Social distancing squares
•Social distancing created by the pods
•Social distancing
•Social distance
2020 Jazz in the Park -Precautions that Made Respondents MOST Comfortable
•Separate boxes with mandatory masks
•Sectioned off squares for seating
•Pods worked well. Appreciated the gentleman who was the mask police!
•Pods separating groups & masks
•Outside, limiting numbers
•Outdoors, spacing
•Outdoor, space
•Masks, reduced audience size, and squares for seating
•Masks except when eating/drinking, social distancing
•Masks and distancing
•Mask requirement outside of boxes and the boxes that were set up.
•Mask and social distance
•Mask and social distancing
•Marking o field
•Limited attendance numbers
•Large enough painted box and limited number of people
•Individual squares to sit in with your group.
•Individual squares blocked off
•I feel comfortable with minimal precautions.
•Having the squares on the field to keep people apart.
•Having the lawn spray painted in squares
•Having the "squares" lined out with white paint
•Existing protocols were fine
•Everything was fine
•Distancing in the grid
•Distancing and masks
•Distancing
•Defined spacing, masking, keeping it simple and controlling number of
attendees
•Creating the squares on the lawn
•Chalk boxes
•Audience spacing
Covid-19 Precautions
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INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 Jazz in the Park -Precautions that Made Respondents LEAST Comfortable
•Wearing mask
•We were vey comfortable at the events we attended
•We felt comfortable
•Ticket purchase
•The entrance kiosk
•Some people not wearing mask
•Some in the audience not following mask protocols
•Some guests had many people in their squares
•Restrooms
•People not wearing masks when walking around -not your fault
•PEOPLE NOT WEARING MASKS WHEN IN THE VICINITY
•People not wearing masks
•People
•Overcrowding
•Not enforcing the 4" chair leg rule
•Non jazz visitors to the park were congregating too closely without masks.
•In general, I find other people do not always keep their distance from me and others
•I felt safe
•Entry
End of Report