HomeMy WebLinkAbout2020 HSN Study - Final Report1Vail Valley Foundation
Hot Summer 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)………………………………………………………………………………………….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 this event to help quantify decisions and increase performance related to the Hot
Summer Nights concert series. With this insight, the Town and the Vail Valley Foundation are able to
evaluate year-over-year the economic contributions from the event, develop objectives to increase
the overall performance, market effectively, and provide sponsors with valuable data regarding the
event. 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
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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 Hot Summer Nights Concert Series. Thes e services
included strategy and execution, survey development, programming, analysis, and reporting. There were 1,887 people in attend ance
over the course of the event. 63 surveys were completed, which provides a 12.1% margin of error at a 95% confidence interval with the
data collected.
81% of the respondents came to Vail specifically for the event, and 87% of the respondents are “Very” or “Extremely likely” t o 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. Hot Summer Nights achieved a Net Promoter Score of 74, with 82% of the respondents classified as “Promoters”. Overa ll
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=Extreme ly satisfied.
Of those who came to Vail for the event, 73% were locals and 22% were overnight guests. 81% of the attendees were from Color ado, and
10% were from Texas. Of the overnight guests who stayed in paid lodging (13% of total accommodations), 83% stayed in Vail. The
average number of nights stayed by those staying in paid lodging in Vail was 4.8 nights. This event produced approximately 2 26 room
nights in Vail, with an average nightly rate of $238.The estimated gross revenue generation for the Town of Vail from HSN was
approximately $211K (+/-20%).
Email and friends/family were the most effective outlets for generating awareness. 30% attended with their spouse/significan t other, and
30% attended with their friends and family. The average family included 2.1 children, and the average age of children under 18 in
attendance was 5.0. The average age of the respondents was 50.1. 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 Reggae.
Overview and Summary
3
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Estimated Attendance –1,887
Total completed surveys –63
Sample size provides statistical validity with an error rate of 12.1% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$211K (+/-20%)
Net Promoter Score –74
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
81% of the attendees came to Vail, CO specifically for this event
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 Hot Summer Nights 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 –4.8
Average group size of those lodging within Vail –4.7
Estimated number of room nights generated –226
Estimated average nightly rate within Vail -$238
Average age of respondents –50.1 | Average age of children under 18 –5.0
Preferred music genres –Classic Rock, Bluegrass, and Reggae
Favorite summer-time activities –Hiking, Music Festivals, and Attending Festivals
Lifestyle categories –Sports Enthusiast, Music Festival Enthusiast, and Outdoor Enthusiast
Highlights
4
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Attendee Details
Attendance
81% of the attendees
came to Vail specifically for
the concert series in 2020.
In 2020, of those who
came to Vail for the event,
73% were locals, and 22%
were overnight guests.
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
72%
1%
8%
19%
59%
3%
9%
30%
76%
2%
10%13%
69%
3%
10%
17%
1%
80%
3%
7%
11%
56%
8%
12%
23%
1%
78%
2%5%
15%
1%
84%
2%3%
10%
1%
82%
1%
5%
11%
1%
70%
2%
15%12%
73%
6%
18%
2%2%
Hot Summer Nights -Came for Event by Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 112
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
70%
30%
75%
25%
56%
44%
48%
52%
70%
30%
59%
41%
55%
45%
56%
44%
56%
44%
66%
34%
81%
19%
Hot Summer Nights -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 63
Attendance
79% consisted of returning
attendees, and 21% were first-
year attendees.
52% planned to attend just
one concert this year.
On average, respondents
planned to attend 1.9 concerts
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
28%
72%
39%
61%
40%
60%
45%
55%
37%
63%
49%51%
44%
56%
43%
57%
34%
66%
29%
71%
21%
79%
Hot Summer Nights -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 61
0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days 8 Days 9 Days
44%
16%
12%
8%6%4%2%
7%
56%
10%9%9%
5%6%
2%4%
32%
16%17%
12%
6%5%4%7%
43%
15%12%9%9%7%
1%
5%
46%
12%16%
10%
6%
2%4%1%4%
39%
16%17%
8%7%
2%2%3%4%
28%
18%16%
9%8%
3%4%
14%
36%
15%
21%
6%10%12%
52%
25%
13%
3%3%3%
Hot Summer Nights -Days in Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 61
Intent to Return
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0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
1%1%
10%
25%
62%
3%2%
13%14%
68%
1%4%7%
38%
50%
1%3%
14%
34%
48%
2%6%
38%
54%
1%2%
13%
43%41%
3%3%
10%
36%
48%
1%
10%
44%46%
0%2%
6%
27%
64%
0%2%
30%
67%
3%5%5%7%
80%
Hot Summer Nights -Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 60
On average, 88% 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
4%5%
24%
37%
29%
7%4%
25%
21%
43%
3%
7%
14%
45%
31%
3%4%
27%
49%
18%
6%
11%
37%
47%
3%4%
22%
45%
26%
6%7%
20%
36%
32%
2%
21%
57%
21%
1%
6%
18%
26%
49%
1%
5%
39%
54%
8%8%
15%15%
54%
Hot Summer Nights -First-year Attendees Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =13
On average, 74% of the first-year attendees are 'Very'
or 'Extremely likely' to return in the future.
Attendance
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Unsure Don’t know the series
39%
25%
21%
15%
Hot Summer Nights -Will you attend an Amp Summer Concert
this summer?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 61
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 Hot Summer Nights 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
83 81 78 82 73
84 89 93 90 93
74
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
Recommendation
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2020 Hot Summer Nights -Increase Recommendation
•Screen performance
•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.
•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
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99%97%98%
91%
99%98%98%
91%95%98%
92%95%96%
4.9 4.9 4.9
4.6
4.9 4.9 4.9
4.8
4.7
4.7
4.7 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
Hot Summer Nights -Event Attribute Ratings
Percentage who rated a '4' or '5' 2018 Percentage who rated a '4' or '5' 2019 Percentage who rated a '4' or '5' 2020
Mean Rating 2018 Mean Rating 2019 Mean Rating 2020
One Change Comments
16
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2020 Hot Summer Nights -One Change Comments
•Wish the shows could be a little longer. It’s tough with a 4:30/7:30.
•Was great
•Unknown
•Security people need to enforce no-smoking laws in AMP, and enforce 'distancing' of "dancers".
•Return of the crowd:)
•Promo code for locals to get tickets before they sell out.
•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 you!
•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 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
•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 the crowds small and the pricing the same regardless of where you sit.
•Keep inviting great bands! Reggae, Bluegrass please
•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
•I'm not a huge fan of the new brand, "The Amp." In my opinion, the name doesn't accurately reflect the amazing venue.
•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.
•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.
•Better beer selection
•Always continue to offer free live video streaming for those that can't make it!
•Allow encores
Additional Comments
17
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2020 GRFA Summer Events -Additional Comments
•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 all the precautions you are taking during COVID, and for have the concerts
•Same as before regarding foundation ticketing site sucks.
•More shows!!!
•More nights of music, more often
•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 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!
•Do not like the new name "The Amp" -very silly and contrived.
Media/Awareness
Media/Awareness
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2020 Hot Summer Nights -Media/Awareness "Other" Comments
•All the cool kids know about it
0%
20%
40%
60%
80%
100%
Email Friends/Family Social Media Newspaper grfavail.com Radio Other Website Poster Other (please
specify)
Concierge
2%
34%
1%
58%
14%
4%4%
0%
6%3%
28%
0%
54%
16%
3%6%
0%
8%5%
42%
2%
46%
14%
3%5%
1%
11%
5%
34%
0%
46%
15%
7%5%
1%
15%
10%
33%
4%
50%
8%7%4%3%
7%
1%
32%
1%
39%
15%
3%4%2%
14%
1%
37%
1%
40%
7%
14%
5%1%
6%
2%
35%
5%
32%
10%
5%5%
0%
12%
5%
32%
7%
44%
4%7%9%
1%2%3%
37%
5%
33%
7%7%6%6%5%
44%
35%33%30%
17%
10%
3%3%2%2%
Hot Summer Nights -Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Spending Habits
Spending Habits
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This graph demonstrates the spending habits of those who came to Vail, CO specifically for
Hot Summer Nights and stayed in paid lodging. The accommodation spend is equal to only
those who stayed in paid lodging in Vail, CO.
$0
$25,000
$50,000
$75,000
$100,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$53,844
$24,169
$17,463
$5,588
$101,064
Hot Summer Nights -Estimated Spending by Overnight Visitors Staying in Paid
Lodging
(Only those who came to Vail for HSN)
Lodging revenue is based on only
those who stayed in paid lodging
within Vail
Spending Habits
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$0
$25,000
$50,000
Dining Spend Retail Spend Activities Spend Total Spend
$17,868
$23,240
$12,331
$53,439
Hot Summer Nights -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for HSN)
$0
$25,000
$50,000
Dining Spend Retail Spend Activities Spend Total Spend
$34,728
$5,156 $6,912
$46,795
Hot Summer Nights -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for HSN)
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 Event), and Gross Revenue
Generation for the Town of Vail, year-over-year. The Total Attendance is equal to the total number of people
entering the gates of the GRFA. Total People (Came for Event) accounts for the percentage who came to Vail
for the event, and is the sample set used for the estimated Gross Revenue Generation.
2020 Estimate Gross Revenue Generation -$211K (+/-20%)
30,193 30,067
27,494 29,276
17,234
22,837
17,212 18,172 18,765
1,887
21,612
16,766
13,156
18,478
10,124
12,457
15,119
12,414 11,112
1,528
$1,111,926 $1,042,935
$1,297,755
$1,389,268
$802,343
$1,103,731
$954,470
$1,045,788
$1,611,210
$210,968
$(200,000)
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
0
10,000
20,000
30,000
40,000
50,000
60,000
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Hot Summer 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%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
12%16%
41%
8%8%
15%10%
24%
38%
7%6%
15%10%
30%
39%
7%4%
11%4%
24%
46%
6%8%11%10%
30%
37%
9%10%
3%
12%
26%
41%
5%
12%
4%7%
26%
46%
8%6%7%10%
35%37%
6%5%7%
15%
34%32%
5%6%9%10%
28%
40%
12%
6%3%
38%
6%
25%
6%
25%
Hot Summer Nights -Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =16Average nights stayed (all accommodations)-6.6
Average nights stayed (paid lodging in Vail) -4.8
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other (Please
specify)
Day Trip VRBO, Airbnb, Etc.
13%
9%8%
13%
54%
0%2%
14%11%11%
16%
45%
0%2%
19%
6%9%
21%
42%
1%2%
22%
8%10%
24%
34%
0%1%
15%
7%
11%7%
57%
1%3%
22%
6%
14%
19%
34%
5%
23%
6%
15%
10%
43%
1%3%
15%
6%
15%15%
47%
1%2%
21%
4%
14%11%
47%
1%2%
17%
5%
15%11%
46%
1%3%1%
13%
0%
14%
3%
59%
2%5%5%
Hot Summer Nights -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 63
Accommodations
27INTERCEPT 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%
Vail Avon Beaver Creek Dillon/Silverthorne Other Arrowhead Eagle Vail Gypsum
57%
13%
6%
1%
55%
23%
7%
2%
69%
14%
7%
1%
65%
20%
5%
0%
48%
22%
17%
1%
47%
26%
11%
2%
50%
21%
9%
3%
57%
23%
7%
1%
69%
10%8%
3%2%1%
58%
17%
6%
1%3%2%
67%
10%10%
5%5%
0%0%
5%
Hot Summer Nights -Town Stayed In
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 21
Geographical Data
Geographics
29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Texas California
65%
5%
60%
8%
61%
9%
50%
11%
70%
5%
53%
9%
55%
7%
58%
7%
58%
9%
63%
6%
81%
10%
2%
Hot Summer Nights -Top Three States of Origin
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =63
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
54%
2%
10%
33%
1%
45%
2%
13%
40%
0%
42%
2%
17%
39%
0%
34%
1%
15%
50%
1%
57%
3%
10%
29%
1%
34%
5%
15%
45%
1%
43%
3%
10%
42%
2%
47%
2%
11%
39%
1%
47%
2%
11%
39%
2%
46%
3%
15%
35%
59%
5%
17%17%
2%
Hot Summer Nights -Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 63
Demographical Data
Demographics
31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
50% 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 5.0.
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Group
7%
26%
30%
23%
5%
1%
8%7%
31%
22%24%
6%
2%
8%9%
33%
20%23%
7%
0%
7%7%
45%
17%17%
6%8%
20%
30%27%
10%9%5%
0%
10%
42%
20%
6%
13%9%
0%
15%
40%
17%
8%
14%
6%
1%
11%
38%
20%
8%
19%
4%
16%
46%
13%9%
15%
2%
19%
44%
13%
8%12%
4%
0%
5%
30%
25%
30%
7%4%0%
Hot Summer Nights -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 57
0%
20%
40%
60%
80%
100%
Yes No
95%
5%
82%
18%
88%
12%
89%
11%
77%
23%
86%
14%
86%
14%
83%
17%
50%50%
Hot Summer Nights -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =4
Demographics
32INTERCEPT 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
28%
18%
11%
3%4%
35%
26%23%
18%
2%3%
28%29%
36%
8%
2%5%
21%24%
37%
13%
1%5%
19%17%
25%
13%
2%5%
38%
22%
32%
11%
3%6%
25%25%26%
19%
3%2%
25%28%31%
13%
2%5%
21%26%
31%
16%
3%7%
17%
26%
33%
15%
2%7%
17%15%
26%
15%
8%6%
30%
Hot Summer Nights -Family Status
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 53
0%
50%
100%
Own Rent
75%
25%
70%
30%
84%
16%
87%
13%
82%
18%
79%
21%
83%
17%
82%
18%
84%
16%
88%
12%
83%
17%
Hot Summer Nights -Own vs. Rent Primary Residence
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 54
Demographics
33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Some High School High School Some College Associates Degree (2
year)
Bachelor's Degree (4
Year)
Post Graduate Degree
0%3%8%3%
60%
25%
1%5%9%6%
53%
27%
4%9%6%
43%39%
1%5%10%6%
59%
19%
0%
7%9%6%
45%
33%
0%2%5%10%
63%
20%
4%8%5%
54%
30%
1%1%
9%
4%
62%
23%
0%4%
11%
3%
53%
28%
0%0%
9%
4%
51%
36%
Hot Summer Nights -Education Level
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 53
0%
20%
40%
60%
80%
100%
Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
5%7%
18%15%14%
24%
11%
6%3%6%
13%17%16%
27%
11%7%3%3%
10%10%
16%
40%
15%
5%3%1%8%11%
20%
36%
15%
6%8%
2%
10%10%13%
28%
22%
5%6%3%
9%12%
18%
29%
17%
6%7%
1%
6%
13%
20%
34%
14%
5%7%2%6%10%15%
32%
17%
10%
1%1%5%
13%13%
34%
20%
13%
3%5%
14%
19%
31%
15%13%
0%0%
8%13%13%
38%
19%
10%
Hot Summer Nights -Income Categories
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 48
Demographics
34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
50%50%55%
45%
56%
44%
59%
41%
55%
45%
56%
44%
57%
43%
57%
43%
56%
44%
60%
40%
53%47%
Hot Summer Nights -Gender
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 53
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%3%
22%24%23%
17%
11%
0%3%
21%18%20%24%
13%
2%4%
11%
20%23%23%
16%
1%3%10%12%
24%
30%
20%
4%6%
24%
15%
22%18%
10%
2%2%
13%15%
22%27%
18%
1%5%
17%16%
24%27%
10%
2%5%
15%17%21%17%
23%
1%
7%
17%
23%27%25%
1%
11%
18%15%
27%28%
10%14%
28%32%
16%
Hot Summer Nights -Age Categories
(Does not include children < 18)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =50Average age of respondents -50.1
Average age of children < 18 -5.0
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 Arts &
Culture
(dance,
music,
theatre)
Wine &
Foodie
Health &
Fitness
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Craft Beer
Enthusiast
Investment
& Money
Tech
Enthusiast
Hobbies &
Interests
(collector,
crafts, home
shop)
Other
(specify)
43%
49%
34%
30%28%
25%
10%
7%
20%
1%
35%
18%
64%
44%
19%
31%
23%
12%12%
6%5%
8%
1%
45%
15%
49%
21%
10%
25%23%
13%
8%
3%2%
9%
2%
60%
36%
65%
56%
31%
35%
40%
26%27%
11%
7%
13%
3%
40%
25%
45%
34%
18%
21%
30%
13%
11%10%
3%
8%
2%
46%
29%
42%
24%
33%
30%
13%
18%
7%
4%
7%
3%
64%
53%
49%
42%
38%
34%34%
23%
21%
17%
11%
8%
4%
Hot Summer Nights -Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 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
48%
4%
6%8%
5%
29%
12%
53%
10%
3%
7%
21%
23%
25%
36%
29%
23%21%20%21%
28%
16%
66%
23%
13%14%
16%
22%
32%
20%
74%
12%13%13%
23%
16%
32%
22%
67%
36%
27%
21%
38%
29%
32%
27%
74%
26%
22%
18%17%15%
21%
37%
12%
29%
83%
26%
21%
15%
22%
12%
15%
36%
9%
18%
89%
73%
64%
51%
56%56%
44%44%
40%
36%
Hot Summer Nights -Top 10 Favorite Summer-time Activities
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Hot Summer Nights Preferences
Hot Summer Nights 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%
Classic
Rock
Bluegrass Reggae Funk Country Blues Pop Indie Rock Jazz Alternative R&B/Soul Hard Rock Other
(specify)
Electronic Hip-hop
35%
21%
17%
12%
20%21%
12%13%
17%
21%
11%11%
6%8%
14%
36%
13%
9%9%
16%
14%
9%
13%
21%
9%
6%6%
9%
4%4%
30%
9%7%
13%
30%
8%
13%
9%
18%
4%3%
6%
10%
1%
7%
34%
15%
12%
8%
22%
9%8%9%
13%
17%
5%
7%
10%
2%
8%
39%
20%
16%
11%
22%22%
11%12%
21%
11%12%11%
6%
3%
6%
38%
16%
11%
5%
12%
15%
8%
4%
15%
8%9%
5%
13%
3%
7%
61%
46%
41%
38%
28%
26%26%25%
23%23%21%
11%11%
10%8%
Hot Summer Nights -Preferred Genre of Music
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
2020 GRFA Summer Events -Preferred
Genre of Music "Other" Comments
•Jam bands
•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
72%
28%
92%
8%
86%
14%
Hot Summer Nights -Vail Summer Visitation
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 28
0%
20%
40%
60%
80%
100%
Yes No
43%
57%
50%50%
68%
32%
Hot Summer Nights -Vail Winter Visitation
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 28
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
20%
15%
24%25%
15%
Hot Summer Nights -How impactful was Covid-19 to your decision
to attend events this year?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 59
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable
20%
15%
24%25%
15%
Hot Summer Nights -Based on your experience at this event,
please rate your level of comfort attending larger scaled events in
the future:
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N = 59
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
10%19%16%17%7%10%
16%
21%
14%19%
16%21%
19%
19%34%28%
26%
28%
17%
12%12%14%
26%
19%
38%29%24%22%26%22%
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
58%
42%
Hot Summer Nights -In general, would you like to see pre-Covid-19
size/scaled events, or would you prefer events to be smaller overall?
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
N =57
Covid-19 Precautions
45
2020 GRFA Summer Events -Precautions that Made Respondents MOST Comfortable
•Wearing masks, social distancing
•Very limited capacity, masks required outside of group
•Tickets were limited
•Ticketing; roped off rows
•The limited attendance
•The exaggerated social distancing
•That it wasn't packed full of people, but I feel there can be more people then 175 with the size of the venue
•Spacing outdoor event
•Spacing of rows
•Spacing and mask requirements
•Spacing
•Social distancing was great
•Social distancing (limited amount of tickets) masks
•Separation of seating
•Seating limit
•Seating distance
•Reductions in attendance
•Number of tickets sold, keeping parties separate
•Nothing. Protocols were not enforced and I left the concert
•None; I live a lifestyle to boost my immunity.
•Masks seat separation
•Masks
•Masks
•Mask requirement
•Low number of people, spacing signage, and masks in public areas
•Lots of social distancing Never felt like I was too close to anyone
•Lots if space
•Limited tickets sold, signage, spacing people and hand sanitizing.
•Limited seating
•Limited capacity
•Limited attendance and outdoors
•Limited attendance
•Limit to 175
•Limit on participants
•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
•Distancing
•Distancing
•Crowd size
•All of them, small group size, paperless check in, all staff seemed super safe.
Covid-19 Precautions
46
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
2020 GRFA Summer Events -Precautions that Made Respondents LEAST Comfortable
•The fact that it was limited to 175 total and I felt really bad for the samples. and TGR.
•Peoples personal behavior of not distancing during show -not a big deal, just not perfect.
•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.
•None. I felt completely safe
•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
•I was comfortable in all ways or I would not have attended
•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.
•Felt very safe all summer
•Dancers in crowd who "drift" closer to others.
•All was good!
•All
End of Report