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HomeMy WebLinkAbout2020 GRFA Summer Events Study - Final ReportVail Valley Foundation GRFA Summer Events 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)………………………………………………………………………………………….11 Event Performance……………………………………………………………………………………………………………………………14 Media/Awareness …………………………………………………………………………………………………………………………….19 Spending Habits ………………………………………………………………………………………………………………………………..21 Attendance/Revenue Generation ……………………………………………………………………………………………………..24 Accommodations ……………………………………………………………………………………………………………………………..26 Geographical Data …………………………………………………………………………………………………………………………….29 Demographical Data ………………………………………………………………………………………………………………………….31 Favorite Summer-time Activities …………….…………………………………………………………………………………………37 Hot Summer Nights Preferences ………………….……………….…………………………………………………………………..39 Vail Visitation……………………………………………………………………………………………………………………………………..41 Covid-19 Precautions ………………………………………………………………………………………………………………………..43 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 summer events to help quantify decisions and increase performance related to the concert 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. Music genre preferences 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 summer events. These services included strategy and execution, survey development, programming, analysis, and reporting. There were 3,848 people in attendance over the course of the events. 131 surveys were completed, which provides a 8.4% margin of error at a 95% confidence interval with th e data collected. 85% of the respondents came to Vail specifically for the events, and 85% of the respondents are “Very” or “Extremely likely” to return in the future. 21% of the respondents had not attended in the past, and of those, 69% are “Very” or “Extremely likely” to retur n in the future. The events combined achieved a Net Promoter Score of 80, with 86% of the respondents classified as “Promoters”. Ove rall Satisfaction was high with a mean satisfaction rating of 4.8 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extreme ly satisfied. Of those who came to Vail for the events, 67% were locals and 25% were overnight guests. 85% of the attendees were from Colo rado, and 7% were from Texas. Of the overnight guests who stayed in paid lodging (13% of total accommodations), 75% stayed in Vail . The average number of nights stayed by those staying in paid lodging in Vail was 4.2 nights. These events produced approximately 416 room nights in Vail, with an average nightly rate of $223.The estimated gross revenue generation for the Town of Vail from the GRFA summer events was approximately $413K (+/-20%). Email and social media were the most effective outlets for generating awareness. 36% attended with their spouse/significant other, and 23% attended with their friends and family. The average family included 2.1 children, and the average age of children under 18 in attendance was 6.4. The average age of the respondents was 50.2. 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 Outdoor Enthusiast. The most commonly selected preferred music genres were: Classic Rock, Blu egrass, and Funk. Overview and Summary 3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Estimated Attendance –3,848 Total completed surveys –131 Sample size provides statistical validity with an error rate of 8.4% at a 95% confidence interval Estimated revenue generated for the Town of Vail -$413K (+/-20%) Net Promoter Score –80 Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied) 85% of the attendees came to Vail, CO specifically for these events 79% of the attendees had attended in the past “Email” was selected most when asked, “How did you hear about, and/or where did you see advertising for these events this year?” On average, 87% are “Very” or “Extremely likely” to return in the future On average, 74% of the first-time visitors 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 –3.7 Estimated number of room nights generated –416 Estimated average nightly rate within Vail -$223 Average age of respondents –50.2 | Average age of children under 18 –6.4 Preferred music genres –Classic Rock, Bluegrass, and Funk Favorite summer-time activities –Hiking, Music Festivals, and Attending Festivals Lifestyle categories –Sports Enthusiast, Music Festival Enthusiast, and Outdoor Enthusiast Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Attendee Details Attendance 85% of the attendees came to Vail specifically for GRFA events in 2020. In 2020, of those who came to Vail for the events, 67% were locals, and 25% 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 85% 15% GRFA Summer Events -Reason for Visiting Vail 2020 N = 131 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State International 67% 8% 22% 2%1% GRFA Summer Events -Came for Event by Market Segment 2020 N = 112 Attendance 79% consisted of returning attendees, and 21% were first- year attendees. 62% planned to attend just one event this year. On average, respondents planned to attend 1.8 events in 2020. 7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First-time Attendees Returning Guests 21% 79% GRFA Summer Events -Prior Attendance 2020 N =69 0% 20% 40% 60% 80% 100% 1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days 8 Days 9 Days 62% 19% 8% 2%4%4% GRFA Summer Events -Days in Attendance 2020 N =131 Intent to Return 8INTERCEPT 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 2%3% 11%13% 72% GRFA Summer Events -Intention to Return 2020 N =131 85% are 'Very' or 'Extremely likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 8%8% 15%15% 54% GRFA Summer Events -First-year Attendees Intention to Return 2020 N =1369% of the first-year attendees are 'Very' or 'Extremely likely' to return in the future. Attendance 9INTERCEPT 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% Yes No Unsure Don’t know the series 39% 24%23% 15% GRFA Summer Events -Will you attend an Amp Summer Concert this summer? 2020 N =75 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 these events 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. 11INTERCEPT 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 Recommendation 12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 GRFA Summer Events -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. •Screen performance •More rock and roll concerts, jam bands!!! •Merchandise •Make your tickets transferable. I have issued a charge back on my credit card. •Let more people in •I know the event is bound by local and state COVID laws, but opening the venue to more people as soon as possible. •I believe more people could have attended and they would have been able to social distance. Would have made for a better atmosphere •Get friendlier bar staff •Enforce your own rules of social distancing by attendees •Covid has made me very cautious about crowds. We decided not to attend the event because of the dramatic spike in cases in Eagle County the week of the first Hot Summer Nights. It is quite clear that local management of the crises has much to learn about containing the virus and safely handling the tourist population. We NEED to get our act together. Summer (tourist) season is almost over. I am unconvinced that current protocols and guidelines are adequate to manage the crisis that will allow for the much more important ($$) winter ski season (an opinion that appears validated by Rob Katz's last open letter to the ski communities). •Better music •Better monitoring of physical distancing and people wearing masks 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 14 Attribute Satisfaction 15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 96%97%94%95%95% 4.8 4.9 4.8 4.7 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 Summer Events-Attribute Satisfaction Ratings Percentage who rated a '4' or '5' 2020 Mean Rating 2020 One Change Comments 16 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 GRFA Summer Events -One Change Comments •You’re perfect •You cant improve on perfection •Wish the shows could be a little longer. It’s tough with a 4:30/7:30. •Was great •Unknown •Try and get attendees to actually follow Covid protocols. a large group kept gathering and forced us to move •The lights keep shining in my eyes and stay there for a while, we were sitting on the lawn. Would recommend keep lights moving or adjust so this doesn't happen to others •Security people need to enforce no-smoking laws in AMP, and enforce 'distancing' of "dancers". •Return of the crowd:) •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. •Promo code for locals to get tickets before they sell out. •Offer more events! The AMP was one of the highlights of the summer of 2020! •Nothing! Always the best! •Nothing, great experience! •Not that I can think of, it was a great night •Nope, everything was amazing. We love VVF for putting on these events even through all the crazy challenges this summer. A thousand thank yous! •Nope place is perfect •More ticket availability •More shows! The COVID protocols seemed to be followed very well. Let's keep the trend going! •More shows! •More people could have attended the concert (8/18 7:30PM). There was plenty of space in the pavilion within social distancing mandates •More movies! We love them! •More microbrew choices (only one) •More Kyle Hollingsworth! •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 food options! Maybe even food trucks in the parking lot! •More events! •More craft beer Mostly light this year. •More cowbell •More concerts! Keep the music alive and live! •More 2020 GRFA Summer Events -One Change Comments •Mandatory masks (with no exhale gaskets or 'buff' style masks) within the amphitheater at all times. •Make your tickets transferable. I have issued a charge back on my credit card. •Let us bring bags in. Do not like the new bag policy. •Kill Covid •Keep up the great work! :-) •Keep things clean •Keep the crowds small and the pricing the same regardless of where you sit. •Keep inviting great bands! Reggae, Bluegrass please •keep doing what you are doing •Just keep these great music events coming. •It’s a shame you couldn’t expand the allowable attendance. With 175 spectators you could have tripled capacity and still had great spacing. I know it’s the county’s decision but it’s a shame •It was amazing. The attentiveness to safety policies were stellar, but the vibe was still so awesome. It was so wonderful to be back! •I'm not a huge fan of the new brand, "The Amp." In my opinion, the name doesn't accurately reflect the amazing venue. •Have Tom Boyd greet every attendee in person at the gate •Have more events! •Great venue & experience; keep it going! •Get serious about protecting attendees; an announcement was made at the beginning to wear masks if standing up that was ignored and not enforced. nice that you had us sign waiver which covers your behind •Get a better site to sell tickets. foundation site sucks for ticketing. •Free beer lol •Food (although there is a reason why there was not food at the event I attended) •Fines for people not wearing masks and physically distancing •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. •Can't think of anything, it was FANTASTIC!!! •Better Beer selection, only 1 IPA and it was CO Native (Coors), not good, Sculpin is on the menu and is delicious! •Better beer selection •Always continue to offer free live video streaming for those that can't make it! •Allow us to bring in food and drinks. •Allow more people! I understand the COVID-19 complications, but the venue seemed unnecessarily vacant last night. •Allow more people in! •Allow more of a crowd •Allow encores Additional Comments 17 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 GRFA Summer Events -Additional Comments •Thanks for making things happen this summer! It was awesome to finally see a live show after everything •Thanks for doing this. It was a great evening and felt kinda normal for a change •Thanks for all that you do, this was one of my best memories of the summer and such a wonderful way to see live music without any stress for health and safety. Thank you!! •Thankful for the VVF •Thank you!!!!!!!!!!! •Thank you for trying so hard to have music! •Thank you for having this event! It was so great to see live music and be outside. Thanks to all the staff •Thank you for all the precautions you are taking during COVID, and for have the concerts •Same as before regarding foundation ticketing site sucks. •One of my most favorite venues n Colorado. We come from Aspen frequently in the summers for the music. Thank you to everyone who works with VVF. We are jealous! •My only suggestion would be to give us MORE! •More shows!!! •More nights of music, more often •More beer options would be nice •Make your tickets transferable. I have issued a charge back on my credit card. •LOVE you guys! I can't wait to be able to attend more events when the virus is under control. •It was amazing, loved every minute of both performances! I look forward to the next one! •It is sad to watch security people watch their phone more than the crowd. •I personally have a problem on your website getting tickets. My email - williamglindsay@hotmail.com for some reason can't be used, so I have been using Billlindsay as my user name. Please help! •have staff try to remind people to follow Covid protocols. large groups gathering together makes us not want to attend •Great job by the staff in keeping the music going, despite a Pandemic! Keep things clean and keep on truckin! •Great experience -I attended the Days Between concert and it was seamless. Loved the free parking, the space for us to spread out (I think you could accommodate even more people but I think 175 is the cap per CO law right now). SO nice to escape the heat of Denver and enjoy something fun this summer. Many thanks for making it work! •Do not like the new name "The Amp" -very silly and contrived. Media/Awareness Media/Awareness 19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 GRFA Summer Events -Media/Awareness "Other" Comments •Tickets were given to me from media rep •Facebook •Artist’s previous show. •All the cool kids know about it 0% 20% 40% 60% 80% 100% Email Social Media Newspaper Friends/Family grfavail.com Radio Other (please specify) Other Website Poster Concierge 42% 35% 26%22% 13%9% 3%3%2%1% GRFA Summer Events -Media/Awareness (Multiple Response) 2020 Spending Habits Spending Habits 21INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph demonstrates the spending habits of those who came to Vail, CO specifically for these events and stayed in paid lodging. The accommodation spend is equal to only those who stayed in paid lodging in Vail, CO. $0 $200,000 Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend $97,092 $39,192 $22,909 $6,795 $165,987 GRFA Summer Events -Estimated Spending by Overnight Visitors Staying in Paid Lodging (Only those who came to Vail for the events) Lodging revenue is based on only those who stayed in paid lodging within Vail Spending Habits 22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $200,000 Dining Spend Retail Spend Activities Spend Total Spend $27,280 $35,481 $26,588 $89,349 GRFA Summer Events -Estimated Spending by All Other Overnight Visitors (Only those who came to Vail for the events) $0 $75,000 $150,000 Dining Spend Retail Spend Activities Spend Total Spend $74,302 $8,282 $7,762 $90,346 GRFA Summer Events -Estimated Spending by Local/In-state Day Visitors (Only those who came to Vail for the events) Attendance and Revenue Generation Estimated Attendance and Revenue Generation 24INTERCEPT 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 -$413K (+/-20%) 3,848 3,290 $412,667 $(200,000) $(100,000) $- $100,000 $200,000 $300,000 $400,000 $500,000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 2020 GRFA Summer Events -Estimated Attendance and Revenue Generation Total Attendance Total People (Came for Event)Gross Revenue Generation Accommodations Accommodations 26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 50% 13%13% 3% 20% GRFA Summer Events -Nights Stayed Categories (All Accommodations) 2020 N =30Average nights stayed (all accommodations)-5.3 Average nights stayed (paid lodging in Vail) -4.2 0% 20% 40% 60% 80% 100% Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other (Please specify) Day Trip VRBO, Airbnb, Etc. 13% 1% 15% 2% 57% 1% 7%4% GRFA Summer Events -Accommodations 2020 N = 131 Accommodations 27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 64% 10%8%5%5%3%3%3% GRFA Summer Events -Town Stayed In (All Accommodations) 2020 N =39 Geographical Data Geographics 29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 100% Colorado Texas California 85% 7%2% GRFA Summer Events -Top Three States of Origin 2020 N =131 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State International 57% 7% 21%15% 1% GRFA Summer Events -Market Segment 2020 N = 131 Demographical Data Demographics 31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 75% of those attending with “Family (including children)” attended with children under 18. The average number of children under 18 in attendance per family was 2.1. The average age of children under 18 in attendance was 6.4. 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Friends and Family Family (including children) Family (not including children) Group 6% 36% 21%23% 11% 2%2% GRFA Summer Events -With Whom Attended 2020 N =109 0% 20% 40% 60% 80% 100% Yes No 75% 25% GRFA Summer Events -Attended with Children < 18 (Asked only of those who attended with 'Family (including children)') 2020 N =12 Demographics 32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 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 24%23%17%7%4% 26% GRFA Summer Events -Family Status 2020 N =102 0% 50% 100% Own Rent 81% 19% GRFA Summer Events -Own vs. Rent Primary Residence 2020 N =104 Demographics 33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 100% Some High School High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree 1%1% 13%3% 47% 36% GRFA Summer Events -Education Level 2020 N =103 0% 50% 100% 1%8%12%14% 39% 16%10% GRFA Summer Events -Income Categories 2020 N =92 Demographics 34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 100% Male Female 51%49% GRFA Summer Events -Gender 2020 N =102 0% 50% 100% 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 11%17% 33%28% 10% GRFA Summer Events -Age Categories (Does not include children < 18) 2020 N =96Average age of respondents -50.2 Average age of children < 18 -6.4 Demographics 35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sports Enthusiast (hiking, biking, skiing) Music Festival Enthusiast Outdoor Enthusiast (camping, hunting, fishing) Traveler Wine & Foodie Arts & Culture (dance, music, theatre) Health & Fitness Craft Beer Enthusiast Home Enthusiast (gardening, pet owner, avid reader) Investment & Money Hobbies & Interests (collector, crafts, home shop) Tech Enthusiast Other (specify) 68% 62%59% 43% 38%38% 33% 26%25% 18% 10%8% 2% GRFA Summer Events -Lifestyle Categories (Multiple Response) 2020 Favorite Summer-time Activities Favorite Summer-time Activities 37 INTERCEPT 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 Music Festivals Attending festivals Camping Traveling Grilling Kayak/boat/raft Mountain Biking Cooking Road Biking 88% 80% 63% 58%55%53% 48% 42% 38% 33% GRFA Summer Events -Top 10 Favorite Summer-time Activities (Multiple Response) 2020 Music Genre Preferences Music Genre Preferences 39 INTERCEPT 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% 57% 47% 43%40% 27%26%25%23% 19%19%19% 14%13%13%11% GRFA Summer Events -Preferred Genre of Music (Multiple Response) 2020 2020 Hot Summer Nights -Preferred Genre of Music "Other" Comments Jam bands Jam bands Jam Bands -Grateful Dead Jam bands Jam bands Jam bands Jam bands Jam Jam Jam Jam Grateful dead related Grateful dead Any Americana all of the above Vail Visitation Vail Visitation 41 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes No 65% 35% GRFA Summer Events -Vail Winter Visitation 2020 N =74 0% 20% 40% 60% 80% 100% Yes No 84% 16% GRFA Summer Events -Vail Summer Visitation 2020 N = 74 Covid-19 Precautions Covid-19 Precautions 43 INTERCEPT 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 16%14% 26%28% 16% GRFA Summer Events -How impactful was Covid-19 to your decision to attend events this year? 2020 N =131 0% 20% 40% 60% 80% 100% Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable 6%4% 28%31%31% GRFA Summer Events -Based on your experience at this event, please rate your level of comfort attending larger scaled events in the future: 2020 N =131 Covid-19 Precautions 44 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals 7%19%15%14%6%10% 16% 22%24%23% 15% 24% 24% 25%30%33% 32% 32% 21% 11%15%15% 25% 19% 32%23%16%16%22%15% Hot Summer 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 48%52% GRFA Summer Events -In general, would you like to see pre-Covid-19 size/scaled events, or would you prefer events to be smaller overall? 2020 N =109 Covid-19 Precautions 45 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 Hot Summer Nights -Precautions that Made Respondents MOST Comfortable •Wearing masks, social distancing •Wearing masks and limited crowds •Very limited capacity, masks required outside of group •Trolls was only one we attended so far •Tickets were limited •ticketing; roped off rows •There were only 175 tickets sold •The social distancing on the lawn and required masks. •The small number of people. •The small amount of people •The limited number of tix •The limited attendance •The exaggerated social distancing •The amount of space available •The ability to distance, along with masks in the common areas. The staff was politely reminding guests, and the audience was respectful as well. •That we were encouraged to social distance •That it wasn't packed full of people, but I feel there can be more people then 175 with the size of the venue •Spaciousness •Spacing, face masks. •Spacing outdoor event •Spacing of rows •Spacing and mask requirements •Spacing •Spacing •Spaced seating •Space! •Space and people in masks in common areas. •Social distancing was great •Social distancing of seats... rows immediately to our sides and in front and behind closed •Social distancing among all groups attending and that people respected each others space •Social distancing (limited amount of tickets) masks •Small capacity •Size of crowd •Signage and spacing •Separation of seating •Separation and being outside •Seating limit •Seating every other row •Seating distance •Reductions in attendance •Reduced number of attendees. •Outdoors •Open ness •Only selling 175 tickets •Number of tickets sold, keeping parties separate 2020 Hot Summer Nights -Precautions that Made Respondents MOST Comfortable •Number of hand sanitizer stations! •Nothing. Protocols were not enforced and I left the concert •None; I live a lifestyle to boost my immunity. •Masks, clearly marked guidance on seating, open air •Masks seat separation •Masks in common areas •Masks •Masks •Mask requirement •Low number of people, spacing signage, and masks in public areas •Lots of space to dance in the lawn was nice :) •Lots of social distancing Never felt like I was too close to anyone •Lots if space •Limiting # of seats sold •Limited tickets sold, signage, spacing people and hand sanitizing. •Limited ticket sales, cleanliness of facilities •Limited seating •Limited numbers and space to spread out •Limited number of tickets sold, distancing in seating •Limited capacity •Limited attendance and outdoors •Limited attendance •Limited admission •Limit to 175 •Limit on tickets so distancing was easily accomplished •Limit on participants •Limit number of people •It's outdoors. I like that we had to wear masks while walking around, but still, seriously, its outdoors. •It was outside •Few people in attendance •Few number of people, mask required •Enforcing mask covering •Enforcement & communication prior to the show •Distancing •Distancing •Distanced seating, masks required in transit to and from seating area. •Crowd size •Crowd control •Amount of people •All of them, small group size, paperless check in, all staff seemed super safe. •Able to maintain social distancing •175/2,600 tickets being sold! •175 total people, facemasks •175 people and masks, lots of space -I would happily pay more! Covid-19 Precautions 46 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2020 Hot Summer Nights -Precautions that Made Respondents LEAST Comfortable •Wearing face mask •Wearing a mask •We felt you did an excellent job, all 4 guests were comfortable throughout the event. •Too many people in my row •The village was crazy and no tourists were wearing masks. The venue was perfect, and we can’t wait to come again! •The usual people not complying with wearing masks. They are everywhere and can't be helped •The fact that it was limited to 175 total and I felt really bad for the samples. and TGR. •Small group but many crowded up front •Peoples personal behavior of not distancing during show -not a big deal, just not perfect. •People sat directly behind us in the seats •People not wearing masks in common areas •Nothing, felt weird being out in public but the size of the amp and how much everyone was spread out made it feel super safe. •Nothing, but if the capacity is increased, I would be concerned about people maintaining distance •None. I felt completely safe •None, I feel good •None, felt very comfortable. •None -you guys did an awesome job! •None -this was beautifully produced. •No masks, No tracing possibility, No temperature taking, no testing/quarantine requirements •No enforcement of your own rules -pretty shameful and you are fortunate there does not appear to be a high prevalence of COVID 19 in Eagle County •N/A, well done! •N/A I felt the event was handled very safely •Masks. Dumb. •Masks seem unnecessary, but I get it...it's the law •Many customers not wearing masks and very close •It was done very well, felt very safe the whole time! •I was comfortable in all ways or I would not have attended •I felt very comfortable the whole time •Hot summer nights is primarily a social event, the music is secondary. Have the concerts, open it up and let people determine if they want to risk attending. Hopefully by next summer we won’t be so fearful. •Having my dinner bag searched and having to unpack all my food and drinks. •Felt very safe all summer •Enforcement under the pavilion during the show. People kept squeezing in to get a better seat and there was no way to enforce. •Dancers in crowd who "drift" closer to others. •Can't think of any •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. •Attendees not following Covid protocols •All was good! •All •A little inconsistent messaging on mask wearing i.e.: wearing mask all times vs. wearing mask while coming/going from venue vs. wearing mask while sitting at your spot End of Report