HomeMy WebLinkAbout2020 Shakedown Pop-up Concerts Study - Final ReportShakedown Presents Pop-up Concert Results
Summer 2020
Prepared for:
Shakedown Presents
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
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 Shakedown Presents Pop-up Concert Series to help quantify decisions and increase
performance related to the concert series. With this insight, the Town and Shakedown Presents are
able to evaluate the economic contributions from the event, develop objectives to increase the
overall performance, market effectively, and provide sponsors with valuable data regarding the
events. The Town of Vail and Shakedown Presents 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 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 a survey design tool, and uploaded on handheld devices (iPads).
The surveys were conducted in-person using the handheld devices to collect the data.
In-person intercepts were conducted during the majority of the Concert Series throughout the
various venue locations. Surveyors were hired and trained to conduct the intercepts in a way so that
a random representative sample of the population was being collected. Those surveyed must have
been 18 years of age or older. After the daily sample was collected, the data was downloaded using a
statistical software, and 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 Shakedown Presents Pop -up Concert Series. These
services included strategy and execution, survey development, programming, analysis, staffing, and reporting. There were approximately
1,904 people in attendance over the course of the events. 114 surveys were completed, which provides a 8.9% margin of error at a 9 5%
confidence interval with the data collected.
35% of the respondents came to Vail specifically for this event, and 71% of the respondents are “Very” or “Extremely likely” to return in
the future. These events combined achieved a Net Promoter Score of 72, with 76% of the respondents classified as “Promoters”. Overall
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 this event, 88% were locals and 12% were overnight guests. 68% of the attendees were from Colo rado.
The average number of nights stayed by those staying in paid lodging in Vail was 3.1 nights. These events produced approximately 286
room nights in Vail, with an average nightly rate of $241.The estimated gross revenue generation for the Town of Vail from the
Shakedown Presents Pop-up Concert Series was approximately $209K (+/-20%).
Newspaper and word-of-mouth were the most effective outlets for generating awareness. 56% of the respondents walked upon the
event. 46% attended with their spouse/significant other, and 25% attended by themselves. The average family included 1.4 ch ildren, and
the average age of children under 18 in attendance was 10.6. The average age of the respondents was 50.5. Hiking, mountain biking,
and road biking were the most common summer-time activities among the respondents. The most frequently selected lifestyle
categories were: Outdoor Enthusiast, Traveler, and Sports Enthusiast.
Overview and Summary
3
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Estimated Attendance –1,904
Total completed surveys –114
Sample size provides statistical validity with an error rate of 8.9% at a 95% confidence interval
Estimated revenue generated for the Town of Vail -$209K (+/-20%)
Net Promoter Score –72
Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
35% 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, 71% are “Very” or “Extremely likely” to return in the future
Average nights stayed in paid lodging within Vail –3.1
Average group size of those lodging within Vail –2.0
Estimated number of room nights generated –286
Estimated average nightly rate within Vail -$241
Average age of respondents –50.5 | Average age of children under 18 –10.6
Favorite summer-time activities –Hiking, Mountain Biking, and Road Biking
Lifestyle categories –Outdoor Enthusiast, Traveler, and Sports Enthusiast
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendee Details
Attendance
35% of the attendees
came to Vail specifically for
this event in 2020.
In 2020, of those who
came to Vail for the event,
80% were locals, and 12%
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
35%
65%
Shakedown Presents Pop-up Concerts -Reason for Visiting Vail
2020
N = 114
0%
20%
40%
60%
80%
100%
Local In-State Overnight Out-of-State
88%
10%2%
Shakedown Presents Pop-up Concerts -Came to Event by Market
Segment
2020 N = 40
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely
2%5%
22%
46%
25%
Shakedown Presents Pop-up Concerts -Intention to Return
2020
N = 11471% of the respondents are
'Very' or 'Extremely likely' to
return in the future.
0%
20%
40%
60%
80%
100%
1 day 2 days 3 days 4 days 5 days 6 days 7 days 8 days 9 days 10 days
45%
15%14%
6%7%4%2%2%1%5%
Shakedown Presents Pop-up Concerts -Attendance
2020
N = 114
Average number of concerts attended -3.2
Attendance
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Unsure I am not aware
29%
46%
20%
5%
Shakedown Presents Pop-up Concerts -Do you plan to attend a
ticketed Shakedown Presents concert?
2020
N = 114
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
72
-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
Shakedown Presents Pop-up Concerts -
Increase Recommendation
Nothing
Nothing
Nothing
Nothing
Nothing
Nothing
Nothing
More advertising
More advertising
Free beer
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
13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
97%94%99%95%99%98%
4.8 4.7 4.8 4.7 4.8 4.8
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0%
20%
40%
60%
80%
100%
120%
140%
Overall satisfaction Knowledge of the
staff/volunteers
Friendliness of the
staff/volunteers
Parking/access Quality of the music Location
Shakedown Presents Pop-up Concerts -Attribute Satisfaction Ratings
Percentage who rated a '4' or '5' 2020 Mean Rating 2020
One Change Comments
14
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Shakedown Presents Pop-up Concerts -One Change Comments
Too expensive
Put it at Solaris
Play music people know
More seating
More seating
More seating
More seating
More seating
More seating
More open layout
More drink options
More alcohol available
More advertising not a lot of people here
More advertising
More advertising
Have more of them
Free beer
Drinks
Beverage stand
Advertise more
Media/Awareness
Media/Awareness
16INTERCEPT 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%
Walked Upon Newspaper Friends/Family Poster Concierge Social Media Other Website Shakedown
website
56%
18%
10%8%7%
3%2%1%
Shakedown Presents Pop-up Concerts -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
18INTERCEPT 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
this event and stayed in paid lodging. The accommodation spend is equal to only those who
stayed in paid lodging in Vail, CO.
$0
$50,000
$100,000
$150,000
$200,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$68,788
$33,594
$15,142 $3,962
$121,485
Shakedown Presents -Estimated Spending by Overnight Visitors Staying in Paid
Lodging
(Only those who came to Vail for the Event)
Lodging revenue is based on
only those who stayed in paid
lodging within Vail
Spending Habits
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$25,000
$50,000
$75,000
Dining Spend Retail Spend Activities Spend Total Spend
$17,604
$32,600
$5,132
$55,337
Shakedown Presents -Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for the Event)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
Dining Spend Retail Spend Activities Spend Total Spend
$16,586
$10,441
$4,848
$31,875
Shakedown Presents -Estimated Spending by Local/In-state Day Visitors
(Only those who came to Vail for the Event)
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 estimated to be
in attendance. This estimate is based on the number of people entering the areas of the venues, and the
percentage of those who came to Vail for the events. 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 -$209K (+/-20%)
1,904
668
$208,696
$(200,000)
$(100,000)
$-
$100,000
$200,000
$300,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2020
Shakedown Presents -Estimated Attendance and Revenue Generation
Total Attendance Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary
Residence
Other (Please
specify)
Day Trip VRBO, Airbnb,
Etc.
24%
4%
13%
4%
32%
2%
12%11%
Shakedown Presents Pop-up Concerts -Accommodations
2020
N = 114
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
42%
32%
19%
2%3%2%
Shakedown Presents Pop-up Concerts -Nights Stayed Categories
(All Accommodations)
2020
N = 59
Average nights stayed (all accommodations) -3.7
Average nights stayed (paid lodging in Vail) -3.1
Accommodations
24INTERCEPT 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 Other Beaver Creek Keystone Minturn
83%
6%6%2%2%2%
Shakedown Presents Pop-up Concerts -Town Stayed In
(All Accommodations)
2020
N = 65
Geographical Data
Geographics
26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Texas California
68%
6%3%
Shakedown Presents Pop-up Concerts -Top Three States of Origin
2020
N = 114
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
32%
12%
27%26%
3%
Shakedown Presents Pop-up Concerts -Market Segment
2020
N = 114
Demographical Data
Demographics
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
78% of those attending with
“Family (including children)”
attended with children under
18.
The average number of
children under 18 in attendance
per family was 1.4.
The average age of children
under 18 in attendance was
10.6.
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and Family Family (including
children)
Family (not
including children)
25%
46%
14%
4%8%4%
Shakedown Presents Pop-up Concerts -With Whom Attended
2020
N = 114
0%
20%
40%
60%
80%
100%
Yes No
78%
22%
Shakedown Presents Pop-up Concerts -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2020
N = 9
Demographics
29INTERCEPT 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
25%29%
13%
1%7%
25%
Shakedown Presents Pop-up Concerts -Family Status
2020
N = 110
0%
20%
40%
60%
80%
100%
Own Rent
81%
19%
Shakedown Presents Pop-up Concerts -Own vs. Rent Primary Residence
2020
N = 108
Demographics
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
High School Some College Associates Degree (2
year)
Bachelor's Degree (4
Year)
Post Graduate Degree
6%2%
12%
58%
22%
Shakedown Presents Pop-up Concerts -Education Level
2020
N = 108
0%
20%
40%
60%
80%
100%
6%7%6%10%
34%24%14%
Shakedown Presents Pop-up Concerts -Income Categories
2020
N = 71
Demographics
31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
55%
45%
Shakedown Presents Pop-up Concerts -Gender
2020
N = 114
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
2%1%
16%16%20%
28%
17%
Shakedown Presents Pop-up Concerts -Age Categories
(Does not include children < 18)
2020
N = 103
Average age of respondents -50.5
Average age of children < 18 -10.6
Demographics
32INTERCEPT 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%
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Traveler Sports
Enthusiast
(hiking,
biking,
skiing)
Music
Festival
Enthusiast
Wine &
Foodie
Health &
Fitness
Craft Beer
Enthusiast
Arts &
Culture
(dance,
music,
theatre)
Investment
& Money
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Tech
Enthusiast
Hobbies &
Interests
(collector,
crafts, home
shop)
43%
25%22%
15%14%14%
9%8%6%4%2%2%
Shakedown Presents Pop-up Concerts -Lifestyle Categories
(Multiple Response)
2020
Favorite Summer-time Activities
Favorite Summer-time Activities
34
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%
74%
43%
20%
15%13%13%12%11%11%8%
Shakedown Presents Pop-up Concerts -Favorite Summer-time Activities
(Multiple Response)
2020
Vail Visitation
Vail Visitation
36
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
86%
14%
Shakedown Presents Pop-up Concerts -Summer Visitation
2020
N = 77
0%
20%
40%
60%
80%
100%
Yes No
71%
29%
Shakedown Presents Pop-up Concerts -Winter Visitation
2020
N = 77
End of Report