HomeMy WebLinkAbout2020 GRFA Movie Night Events Study - Final ReportVail Valley Foundation
GRFA Movie Nights Survey Results
Summer 2020
Prepared for:
Vail Valley Foundation
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Table of Contents
Table of Contents
Objectives …………………………………………………………………………………………………………………………………………………………..1
Methodology …………………………………………………………………………………………………………………………………………………….2
Overview and Summary …………………………………………………………………………………………………………………………………..3
Highlights …………………………………………………………………………………………………………………………………………………………….4
Detailed Findings
Attendee Details ……………………………………………………………………………………………………………………………...6
Recommendation (Net Promoter Score)………………………………………………………………………………………….10
Event Performance……………………………………………………………………………………………………………………………12
Media/Awareness …………………………………………………………………………………………………………………………….16
Spending Habits ………………………………………………………………………………………………………………………………..18
Attendance/Revenue Generation ……………………………………………………………………………………………………..21
Accommodations ……………………………………………………………………………………………………………………………..23
Geographical Data …………………………………………………………………………………………………………………………….26
Demographical Data ………………………………………………………………………………………………………………………….28
Favorite Summer-time Activities …………….…………………………………………………………………………………………34
Vail Visitation……………………………………………………………………………………………………………………………………..36
Covid-19 Precautions ………………………………………………………………………………………………………………………..38
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail had invested in the third party research company, Intercept Insight, LLC, to conduct
research during the GRFA Movie Night events to help quantify decisions and increase performance
related to the series. With this insight, the Town and the Vail Valley Foundation is 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 Valley Foundation 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, the Vail Valley Foundation, 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 and upon amphitheater entrance were used as the
sample set. The Vail Valley Foundation distributed the survey via email each week following the
concert series.
Reminder notifications were delivered periodically, and the study was closed on September 15th,
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 GRFA Movie Night events. These services included
strategy and execution, survey development, programming, analysis, and reporting. There were 766 people in attendance over t he
course of the events. 20 surveys were completed, which provides a 21.6% margin of error at a 95% confidence interval with th e data
collected.
70% of the respondents came to Vail specifically for the Movie Night events, and 89% of the respondents are “Very” or “Extrem ely likely”
to return in the future. Movie Nights achieved a Net Promoter Score of 80, with 90% of the respondents classified as “Promot ers”.
Overall Satisfaction was high with a mean satisfaction rating of 4.7 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 Movie Night events, 86% were locals and 14% were overnight guests. 80% of the attendees we re from
Colorado. The average number of nights stayed by those staying in paid lodging in Vail was 4.2 nights. These events produced
approximately 151 room nights in Vail, with an average nightly rate of $153.The estimated gross revenue generation for the Town of Vail
from the GRFA Movie Night events was approximately $75K (+/-20%).
Newspaper and social media were the most effective outlets for generating awareness. 28% attended with their spouse/signific ant other,
and 28% attended with their friends and family. The average family included 1.5 children, and the average age of children un der 18 in
attendance was 6.5. The average age of the respondents was 48.3. Hiking, music festivals, and mountain biking were the most common
summer-time activities among the respondents. The most frequently selected lifestyle categories were: Sports Enthusiast, Outdoo r
Enthusiast and Wine & Foodie.
Overview and Summary
3
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Estimated Attendance –766
Total completed surveys –20
Sample size provides statistical validity with an error rate of 21.6% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$75K (+/-20%)
Net Promoter Score –80
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
70% of the attendees came to Vail, CO specifically for these events
“Newspaper” was selected most when asked, “How did you hear about, and/or where did you see advertising for these events this year?”
On average, 89% are “Very” or “Extremely likely” to return in the future
Average nights stayed in paid lodging within Vail –4.2
Average group size of those lodging within Vail –2.0
Estimated number of room nights generated –151
Estimated average nightly rate within Vail -$153
Average age of respondents –48.3 | Average age of children under 18 –6.5
Favorite summer-time activities –Hiking, Music Festivals, and Mountain Biking
Lifestyle categories –Sports Enthusiast, Outdoor Enthusiast, and Wine & Foodie
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendee Details
Attendance
70% of the attendees
came to Vail specifically for
this event in 2020.
In 2020, of those who
came to Vail for the event,
86% were locals, and 14%
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
70%
30%
GRFA Movie Nights -Reason for Visiting Vail
2020
N = 20
0%
20%
40%
60%
80%
100%
Local In-State Overnight
86%
14%
GRFA Movie Nights -Came for Event by Market Segment
2020
N = 14
Attendance
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0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days 5 Days 6 Days
58%
11%16%
5%11%
GRFA Movie Nights -Attendance
2020
N = 19
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%5%5%
21%
68%
GRFA Movie Nights -Intention to Return
2020
N = 13
Attendance
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Unsure Don’t know the series
47%
16%
26%
11%
GRFA Movie Nights -Will you attend an Amp Summer concert this
summer?
2020
N = 19
Recommendation
Recommendation
The Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where
0=Not at all likely and 10=Extremely likely, how likely are you to recommend this event to a friend or
family member?
Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive
Supporters”, and those who rate ‘0’ to ‘6’ are called detractors.
The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the
percentage of Promoters.
10INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
80
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2020 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
2020 Movie Nights -Increase Recommendation
•Stop requiring masks outside. Allow guests to bring bags in
(that are not "clear"), unpleasant experience with staff
waiting in the parking lot to tell us to take everything out of
our bag and carry it in our hands, along with our children. Will
not return until these restrictions are lifted.
Event Performance
Hierarchy of Customer Satisfaction Needs
Basic Requirements Met
Promised Requirements Met
Satisfaction
Scores from
4.5 –5.0
Attractive Surprises Met
Satisfaction Scores from 1.0 –3.4
Satisfaction Scores from 3.5 –4.4
The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfac tion can be
measured along a continuum and can be broken out into three major points:
•Discontentment –customers needs are simply not being met.
•Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition.
•Delighted –meeting and exceeding the customers needs and expectations
Terry Keiningham and Terry Varva, 2001,The Customer
Delight Principle, Google Book Search, viewed 6/23/2008,
http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus
tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9
VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_
result&resnum=1&ct=result
12
Attribute Satisfaction
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89%94%
84%
95%100%
4.7 4.7
4.3
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 Friendliness of the food &
beverage staff
Knowledge of the
staff/volunteers
Friendliness of the
staff/volunteers
Parking/access
GFRA Movie Nights -Attribute Satisfaction Ratings
Percentage who rated a '4' or '5' 2020 Mean Rating 2020
One Change Comments
14
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2020 Movie Nights -One Change Comments
•Allow us to bring in food and drinks.
•During COVID, I strongly believe that there should be a variance for the 175 total. It should be 175 per section. that
would make the event less weird.
•Have Tom Boyd greet every attendee in person at the gate
•Keep up the great work! :-)
•More cowbell
•More food options! Maybe even food trucks in the parking lot!
•More information online. I was looking up the movie time online and it wasn't listed, so I went to the Facebook page and
it said 7:30, so when I got there at 7:30 the movie was almost over because it actually started at 6:30.
•More movies! We love them!
•Offer more events! The AMP was one of the highlights of the summer of 2020!
•Remove the restrictions that impose on a pleasant event experience. Masks outside are absolutely unnecessary. "Clear"
bags are unrealistic and carrying all of your gear and children necessities in hand is unreasonable to ask.
•Wish the shows could be a little longer. It’s tough with a 4:30/7:30.
2020 Movie Nights -Additional Comments
•Thankful for the VVF
Media/Awareness
Media/Awareness
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2020 Movie Nights -Media/Awareness "Other" Comments
•Tickets were given to me from media rep
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Newspaper Social Media grfavail.com Email Friends/Family Other (please
specify)
Poster Other Website Radio
60%
40%
25%
20%
15%
10%
5%5%5%
GRFA Movie Nights -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
$40,000
$50,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$23,092
$7,294
$4,147 $1,206
$35,739
GRFA Movie Nights -Estimated Spending by Overnight Visitors Staying in Paid Lodging
(Only those who came to Vail for Movie Nights)
Lodging revenue is based on only
those who stayed in paid lodging
within Vail
Spending Habits
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$0
$10,000
$20,000
Dining Spend Retail Spend Activities Spend Total Spend
$4,533 $3,961
$12,186
$20,680
GRFA Movie Nights -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for Movie Nights)
$0
$5,000
$10,000
$15,000
Dining Spend Retail Spend Activities Spend Total Spend
$9,674
$2,137
$-
$11,811
GRFA Movie Nights -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for Movie Nights)
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
21INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People (Came for Events), and Gross Revenue
Generation for the Town of Vail. The Total Attendance is equal to the total number of people entering the
gates of the GRFA. 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 -$75K (+/-20%)
766
536
$74,706
$(200,000)
$(100,000)
$-
$100,000
0
200
400
600
800
1,000
1,200
1,400
2020
GRFA Movie Nights -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%
3 - 5 6 - 7 11 - 14
33%33%33%
GRFA Movie Nights -Nights Stayed Categories
(All Accommodations)
2020
N = 3Average nights stayed (all accommodations) -5.3
Average night stayed (paid lodging in Vail) -4.2
0%
20%
40%
60%
80%
100%
Paid Lodging 2nd Home Primary Residence VRBO, Airbnb, Etc.
10%
25%
60%
5%
GRFA Movie Nights -Accommodations
2020
N = 20
Accommodations
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0%
20%
40%
60%
80%
100%
Arrowhead Beaver Creek Eagle Vail Vail
14%14%14%
57%
GRFA Movie Nights -Town Stayed In
(All Accommodations)
2020
N = 7
Geographical Data
Geographics
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0%
20%
40%
60%
80%
100%
Colorado California Georgia Massachusetts Minnesota
80%
5%5%5%5%
GRFA Movie Nights -State of Origin
2020
N = 20
0%
20%
40%
60%
80%
100%
Local In-State Overnight Out-of-State
60%
20%20%
GRFA Movie Nights -Market Segment
2020
N = 20
Demographical Data
Demographics
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80% 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 6.5.
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and Family Family (including
children)
Family (not
including children)
6%
22%
11%
28%28%
6%
GRFA Movie Nights -With Whom Attended
2020
N = 18
0%
20%
40%
60%
80%
100%
Yes No
80%
20%
GRFA Movie Nights -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2020
N = 5
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/o children
50%
11%11%6%
22%
GRFA Movie Nights -Family Status
2020
N = 18
0%
20%
40%
60%
80%
100%
Own Rent
89%
11%
GRFA Movie Nights -Own vs. Rent Primary Residence
2020
N = 18
Demographics
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0%
20%
40%
60%
80%
100%
Some High School Some College Bachelor's Degree (4 Year)Post Graduate Degree
6%6%
44%44%
GRFA Movie Nights -Education Level
2020
N = 18
0%
20%
40%
60%
80%
100%
$25,000-$54,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
6%13%
38%31%
13%
GRFA Movie Nights -Income Categories
2020
N = 16
Demographics
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0%
20%
40%
60%
80%
100%
Male Female
33%
67%
GRFA Movie Nights -Gender
2020
N = 18
0%
20%
40%
60%
80%
100%
25 - 34 35 - 44 45 - 54 55 - 64
18%12%
41%
29%
GRFA Movie Nights -Age Categories
(Does not include children < 18)
2020
N = 17Average age of respondents -48.3
Average age of children < 18 -6.5
Demographics
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sports
Enthusiast
(hiking,
biking,
skiing)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Wine &
Foodie
Arts &
Culture
(dance,
music,
theatre)
Music
Festival
Enthusiast
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Traveler Health &
Fitness
Tech
Enthusiast
Investment
& Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Craft Beer
Enthusiast
78%
56%56%56%
50%
39%
28%28%
17%17%
11%11%
GRFA Movie Nights -Lifestyle Activities
(Multiple Response)
2020
Favorite Summer-time Activities
Favorite Summer-time Activities
34
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%94%
72%
61%
56%56%56%
50%50%50%
39%
GRFA Movie Nights -Top 10 Favorite Summer-time Activities
(Multiple Response)
2020
Vail Visitation
Vail Visitation
36
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0%
20%
40%
60%
80%
100%
Yes No
100%
0%
GRFA Movie Nights -Summer Visitation
2020
N = 8
0%
20%
40%
60%
80%
100%
Yes No
100%
0%
GRFA Movie Nights -Winter Visitation
2020
N = 8
Covid-19 Precautions
Covid-19 Precautions
38
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0%
20%
40%
60%
80%
100%
Not at all Impactful Not very Impactful Somewhat Impactful Very Impactful Extremely Impactful
16%
5%
26%
47%
5%
GRFA Movie Nights -How impactful was Covid-19 to your decision
to attend events this year?
2020 N = 19
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat
Comfortable
Very Comfortable Extremely
Comfortable
11%6%
17%
28%
39%
GRFA Movie Nights -Based on your experience at this event,
please rate your level of comfort attending larger scaled events in
the future:
2020 N = 18
Covid-19 Precautions
39
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0%
20%
40%
60%
80%
100%
Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals
11%
28%22%17%6%6%
22%
17%33%
17%
6%11%
39%
33%22%
44%
44%
50%
6%
6%22%
22%
17%
22%17%
0%
22%22%17%
GRFA Movie Nights -How likely are you to attend the following types of events in
2021, even if attendance exceeds 5,000 people?
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
0%
20%
40%
60%
80%
100%
I prefer events to get back to pre-Covid size
and scale
I prefer events to be smaller in scale and
nature in the future
44%56%
GRFA Movie Nights -In general, would you like to see pre-Covid-
19 size/scaled events, or would you prefer events to be smaller
overall?
2020
N = 18
Covid-19 Precautions
40
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2020 Movie Nights -Precautions that Made Respondents MOST Comfortable
•Few number of people, mask required
•It's outdoors. I like that we had to wear masks while walking around, but still, seriously, its outdoors.
•Limit number of people
•Limited ticket sales, cleanliness of facilities
•Masks
•Number of hand sanitizer stations!
•Separation and being outside
•Social distancing (limited amount of tickets) masks
•Spacing
•Spacing and mask requirements
•Spacing, face masks.
•The social distancing on the lawn and required masks.
•There were only 175 tickets sold
•Trolls was only one we attended so far
2020 Movie Nights-Precautions that Made Respondents LEAST Comfortable
•Being followed by a staff member repeatedly asking to put my mask on, while I was carrying a child, chairs, a bag and0
umbrella in the rain. That was uncomfortable. Being stopped in the parking lot and asked to take my bag back to my car
and carry all of my items in my hands, also uncomfortable.
•Felt very safe all summer
•Having my dinner bag searched and having to unpack all my food and drinks.
•None -this was beautifully produced.
•None, felt very comfortable.
•The fact that it was limited to 175 total and I felt really bad for the samples. and TGR.
•Wearing face mask
End of Report