HomeMy WebLinkAbout2020 Vail Craft Beer Classic Study - Final ReportVail Craft Beer Classic
September 2020
Prepared for:
Town of Vail/Vail Craft Beer
Classic
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 …………………………………………………………………………………………………………………………….20
Spending Habits ……………………………………………………………………………………………………………………………….22
Attendance/Revenue Generation ……………………………………………………………………………………………………..25
Accommodations ……………………………………………………………………………………………………………………………..27
Geographical Data …………………………………………………………………………………………………………………………….30
Demographical Data ………………………………………………………………………………………………………………………….32
Impact of Covid-19 …….……………………………………………………………………………………………………………………..39
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 a third party research company, Intercept Insight, LLC, to conduct a
post-event online survey following Vail Craft Beer Classic to help quantify decisions and increase
performance related to the event. With this insight, the Town of Vail and the Vail Craft Beer Classic is
able to evaluate the economic contributions of the event, develop objectives to increase the overall
performance, market effectively, and provide sponsors with valuable data regarding the event. The
Town of Vail identified several objectives for this study.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intent 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.
Impact of Covid-19
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 an online survey design tool.
Email addresses collected during ticket sales were provided to Intercept Insight to be used as the
sample set. The sample set was cleaned, uploaded into the survey tool, and prepared for
distribution. The survey was distributed on August 17th, 2020.
Reminder notifications were delivered periodically, and the study was closed on September 17th,
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
Overview and Summary
3
INTERCEPT 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 opinions and feedback. Many of the results are presented 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 sample sizes, proportion of responses, and number of answer
categories for each question. As a general comment, it is sometimes more appropriate 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 following the Vail Craft Beer Classic. The services included strategy and
execution, survey development, programming, analysis, and reporting. There were 662 ticket holders over the course of the event. On average, the
ticket holders attended approximately 1.1 days, which identifies that there were approximately 651 unique individuals that attended the event. 121
surveys were completed, which offers a 19% response rate and provides a 8.0% margin of error at a 95% confidence interval with the data collected.
91% of the respondents came to Vail specifically for this event, and 72% of the respondents are “Very” or “Extremely likely” to return in the future.
The Vail Craft Beer Classic earned a Net Promoter Score of 64, with 74% of the respondents classified as “Promoters”. Overall Satisfaction with the
event was high with a mean satisfaction rating of 4.5 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 event, 10% were locals and 80% were overnight guests. 84% of the attendees were from Color ado, 6% were from
Texas, and 2% were from Florida. Of the overnight guests who stayed in paid lodging (45% of total accommodations), 85% stayed in Vail. The
average number of nights stayed by those staying in paid lodging in Vail was 1.6 nights. The Vail Craft Beer Classic produced approximately 194 room
nights in Vail over the course of the event, with an average nightly rate of $259. The estimated gross revenue generation for the Town of Vail from
the Vail Craft Beer Classic was approximately $189K (+/-20%).
Email and social media were the most effective outlets for generating awareness. 41% attended with their spouse/significant other. The average age
of the respondents was 45.9. Most enjoy hiking and attending festivals during the summer months, and most of the respondents claimed “Craft Beer
Enthusiast” and “Wine & Foodie” as their lifestyle categories of choice. 76% visit Vail other times during the summer, and 63% visit Vail during the
winter. Approximately 65% are comfortable attending larger scaled events in the future. 37% prefer to have events get back to pre-Covid size.
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Ticket sales –651
Total completed surveys –121
Sample size provides statistical validity with an error rate of 8.0% at a 95% confidence interval
Estimated revenue generated to the Town of Vail -$189K (+/-20% error level should be considered)
Net Promoter Score –64
Overall Satisfaction –4.5 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
91% of the attendees came to Vail specifically for the event
90% of the respondents were first-year attendees
98% of the attendees had attended 1 day
Email and the social media were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
72% are “Very” or “Extremely Likely” to return in the future
68% of the first-time attendees are “Very” or “Extremely Likely” to return in the future
85% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –1.6
Estimated number of room nights generated in Vail by the event –194
Estimated average nightly rate in Vail -$259
Average age of respondents –45.9
Favorite summer-time activities: Hiking and Attending Festivals
Lifestyle Categories: Craft Beer Enthusiasts and Wine & Foodies
Attendee Details
Attendance
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
91% of the respondents came to
Vail, CO specifically for the event.
80% of the respondents that
came to Vail, CO specifically for the
event were overnight visitors.
10% of the respondents that
came to Vail, CO specifically for the
event were local visitors.
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
91%
9%
Vail Craft Beer Classic -Reason for Visiting Vail
2020
N =121
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
10%10%
69%
11%
Vail Craft Beer Classic -Came for Event by Market Segment
2020
N =110
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
First year 2 years 3 years 4 years 5 years
74%
16%6%3%1%
Vail Craft Beer Classic -Prior Attendance
2020
N =121
0%
20%
40%
60%
80%
100%
1 Day 2 Days
98%
2%
Vail Craft Beer Classic -Days in Attendance
2020
N =121
Attendance
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%4%
21%32%40%
Vail Craft Beer Classic -Intention to Return
2020
N =12172% of the respondents 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
2%4%
26%34%33%
Vail Craft Beer Classic -First-time Attendee Intention to Return
2020
N =9068% of the first-time 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%
20%
40%
60%
80%
100%
Summer Visit Winter Visit
76%
63%
24%
37%
Vail Craft Beer Classic -Vail Visitation
Yes No
N =109
Recommendation
Recommendation
The Net Promoter Score is calculated using data collected from 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 the Vail
Craft Beer Classic 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
64
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2020 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Score
Promoters Passive Supporters Detractors NPS
Recommendation
12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -Increase Recommendation
•Session times need to be longer. 90mins wasn’t even close to enough time
•Repeat venue and format for event. Recommend an altered experience to define VIP night from Saturday
•Reduce the price
•Provide shade and seating, better music and food.
•Once the restrictions have been lifted with COVID and the times aren't as short
•Offer Food!
•My 3 friends and I didn't pay $49 a piece for 90 minutes. We got there "late" because there was no indication that this was a timed
event. We had 30 minutes to "enjoy" ourselves -guzzling down what we had the last 10 minutes. It didn't ruin our day, but we wi ll
never come to this event again nor recommend it to anyone. 100% rip off. Thank you, and good luck.
•More vendors, adding food trucks would be a nice touch as well
•More time
•More options. The beer options were limited as well as non-beer options. Very small event not worth the cost.
•More beer, less seltzer and some shade. It was so hot!!
•Make it last 3 hours or longer.
•Longer event times
•Less expensive
•I think that an hour and half was too short of a time for a beer fest. We felt rushed to try samples.
•I know this year was an exception but and hour and a half was NOT Nearly enough time we hardly got to see all the vendors, le t alone
go back and try another beer from the same vendors
•I felt very safe especially during COVID times, I wish there was an area with shade and more tables. Also, it would have been nice to
incorporate some food options to either pay or tent.
•I did not realize that the session was for 90 min. I arrived late thinking I had plenty of time. No one warned me or offered me the ability
to enter in the second session. I was really excited to go and it turned out as a bust for me and my guests.
•I attend a lot of beer festivals especially here in Boulder (Winter Beer Fest) for $40-$45 for 4 hours. I felt the event was too short, and
after attending a few beer tents the event was over. So I would not attend this event again unless it was at least 3 -4 hours.
•Hold it later in the day like 5pm (Too hot) and make it 2 hours.
•Have some time after event just to sit/relax not told to leave immediately
•Had 4 in our party. Only allowed to buy one ticket. Can I get a refund?
•Friendlier event staff and security. Longer sampling time allotment .
•Better snack option at check in, needed a little more sustenance than a pack of meat sticks
•Better singers in the band -kind of pitchy -Maybe have German style dress with steins
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
89%
98%93%96%
84%
79%
4.5
4.8 4.7 4.7
4.4
4.2
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 beverage staff Knowledge of the staff/volunteers Friendliness of the staff/volunteers Parking/access Quality of the music
Vail Craft Beer Classic -Attribute Satisfaction Ratings
% Rated '4' or '5' 2020 Mean Rating 2020
One Change Comments
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -One Change Comments
•You guys did a great job under the circumstances
•We had to refund a couple of tickets and Kristen was over the top amazing!! Thank you for a fantastic event!
•We asked to sit in a shaded area within perimeters and staff said no, that all patrons must “congregate” together. Made no sense. Event should be held later in the
day because of heat (or have tent set up for seating), better band, Food truck, And should be a min of 2 hours for the price.
•This is specific only to me, the musicians were good, I just don't like that style of music. So, something different, or perh aps having a variety of music would be
great.
•The sessions were not long enough
•The overall layout was a little confusing at first, but as things filled in it made more sense. One suggestion, maybe more signage.
•The event was awesome!
•Shade!
•Provide some shade somehow.
•Provide shade! Only complaint was it was very hot and no shade options.
•Provide shade for patrons
•Play music we can hear. Why not use the stage? There was just a couple of instruments paying in the middle of the event could barely hear.
•Offer Shade Tents
•Offer food
•Nothing. It was great.
•Nothing really strikes me as an area that could be improved. I enjoyed it very much just as it was.
•Nothing it was great
•Not sure anything, really enjoyed it.
•Not really, we had a great time!!
•NO, WE HAD A GREAT TIME!
•My husband and I were impressed with the multiple actions taken to promote the health and safety of the participants.
•More time
•More snacks
•More snack or merch vendors
•More shade and more breweries/vendors. Longer run time, 2 hour minimum
•More selection
•More music
•More clear directions on where to park and access the event
•More breweries (and if so, longer tasting periods) but loved the format.
•More beer vendors
•Mid mountain location.
One Change Comments
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -One Change Comments
•Make the time allotment longer or the price cheaper or just make it longer
•Make the sessions longer
•Make sure the band is at the stage all night so we can hear -otherwise, it was wonderful! Great job!
•Make it two hours long instead of 90 mins!
•Make it less expensive
•Make it clear up front that you only have 90 minutes. I watched everyone around me get upset when the staff notified them that they had to leave. No one attending the
event appeared to know that they only had 90 min.
•Make it a full four hour event, the way it was advertised. Marketing is incredibly misleading. "Minimal snacks provided" means some jerky in a bag. Incredibly misleading
if not outright stingy. How many people were alienated by this utter lack of transparency? I can spend $50 in a night and get way more bang for the buck. Never again.
•Lower the price
•Longer times to hang out and drink.
•Longer time!! It was so fun!!
•Longer time slots
•Longer then 90 mins
•Longer sessions!
•Longer sessions
•Longer session
•Longer event time
•Longer duration, less non alcoholic options.
•Lengthen the tasting time
•Lengthen the event to at least 3-4 hours. As mentioned, I attend Winter and summer beer fests here in boulder for longer periods and for less money and also not
needing to pay for a hotel.
•Keep up the great work!
•Keep this years format. However VIP night should be enhanced or at least differ in vendors from the Saturday event
•Keep it socially distanced and/or lower attendance numbers.
•It would be great to make the time slots 2 hours instead of 1-1/2 hours. It felt a little rushed and could have been a lot more relaxing with a little more time.
•It was well done! Maybe a good vendor?
•It was great so as of now nothing
•It was fabulous, I would only suggest breweries try to bring more experimental / true small batch beers vs. their more flagship'ish beers.
•Include some food vendors
•If the tickets stay it ends at 8:30pm, don’t cut people off at 8:10pm. Also, don’t let the staff clear tables when people are obviously still occupying their tables and drinking
their beer.
•If still socially distanced, consider longer windows of time.
•I would recommend extending the event maybe an hour to give everyone to try and find a new favorite beer. We managed to visit all of the vendors, but it was close.
•I understand the limitations this year due to COVID, however I think even an extra half hour (two hour sessions) would have given us more of an opportunity to sample
more of the beer selections available.
One Change Comments
18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -One Change Comments
•I thought the staff did a great job hosting a safe fun event
•I think, all things considered with COVID, this was awesome. I wish we had more than an hour and a half (especially for the price) but other than that we had a great
time. Wanted to stay longer!
•I missed the food vendors.
•I loved the social distancing version of event better.
•Have tents set up for shade.
•Have music all miked, the acoustic looked good but you couldn't hear it. more creative snack pack for patrons.
•Have more strategically placed buckets for disposing liquid you don't won't to consume. ;)
•Given the Pandemic, I'm not sure this is helpful feedback, but the grass was a little wet which made sitting down a little uncomfortable.
•Given COVID it was understandable, but would very much like to see a lot more breweries participating.
•Food, more tables, shade
•Food trucks!
•Food trucks or less restrictive time schedule would have been cool but it was a great event!
•Food trucks and vendors hand out stickers
•Food carts
•Food
•Food
•Extend the time.
•Everything was great!
•Everything was great, can't think of anything.
•Even though this year was socially distant, it worked. Please keep this format
•Due to Covid and the limited time 1 1/2 wasn’t the quite long enough 2 hours would be better but awesome job!
•Don’t change
•Better signage from parking
•Answer your phone calls or refund the one ticket you allowed me to purchase -needed 4 tickets so we did not attend but you took my money on the one ticket
•An extra 30 minutes please
•Added shade
•Add some more food
•Add more vendors and add food
•Add food or more snacks
•A few chairs
•A bit pricy, maybe some shade
•2 issues: I am in a wheelchair and the grass is tough. It worked out-I turned my friends into my beer runners. Second-We did have one person in our party that was
not feeling well so we had them stay at home. No one at the event could provide direction to obtain a possible refund for that ticket.
Media/Awareness
Media/Awareness
20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -Media/Awareness "Other" Comments
•We've been coming for years, and I get email updates now.
•Walked to park the day before and saw the set up for the event
•Town of Vail advertising
•Thrillist website
•Stumbled upon
•Mother-in-Law
•I proposed to my fiancé, and used the beer fest as the excuse to "Get away" It was a blast to celebrate at the festival after
she said yes!
•Google search of Vail events
•Eventbrite
•CSE Board
•Attended in the past
•Attended event the last 2 years
0%
20%
40%
60%
80%
100%
Email Social Media Friends/Family Vail Craft Beer Classic
Website
Other (please specify)Newspaper Other Website
41%
25%20%13%10%6%5%
Vail Craft Beer Classic -Media/Awareness
(Multiple Response)
2020
Spending Habits
Spending Habits
22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$50,330
$38,258 $30,987
$4,515
$124,091
Vail Craft Beer Classic -Household Spending of Guests Staying in Paid Lodging
(Only those who came for the Event)
Lodging Spend is equal to only
those who stayed in paid
lodging within Vail.
Spending Habits
23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$10,000
$20,000
$30,000
$40,000
$50,000
Dining Spend Retail Spend Activities Spend Total Spend
$13,759
$8,786 $3,833
$26,379
Vail Craft Beer Classic -Household Spending of All Other Overnight Guests
(Only those who came for the Event)
$0
$2,000
$4,000
$6,000
$8,000
$10,000
Dining Spend Retail Spend Activities Spend Total Spend
$4,294
$548 $393
$5,236
Vail Craft Beer Classic -Household Spending of Local and Day Visitors
(Only those who came for the Event)
Attendance and Revenue Generation
Attendance and Revenue Generation
25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross
Revenue Generation for the Town of Vail. Total Attendance is the number of people that attended over the
course of the event. Total People accounts for the average number of days people attended. Total People
(Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the event, and is
the sample set used for the estimated Gross Revenue Generation.
Vail Craft Beer Festival estimated revenue generation for the Town of Vail: $189K (+/-20%).
662 651 592
$189,467
$-0
200
400
600
800
1,000
1,200
2020
Vail Craft Beer Classic -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for Event)Gross Revenue Generation
Accommodations
Accommodations
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14
79%
14%5%1%1%
Vail Craft Beer Classic -Nights Stayed Categories
(All Accommodations)
2020
N =94
Average nights stayed (all accommodations) -2.3
Average nights stayed (paid lodging in Vail) -1.6
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Day Trip VRBO, Airbnb, Etc.
45%
7%13%
2%9%9%15%
Vail Craft Beer Classic -Accommodations
2020
N =121
Accommodations
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
78%
4%3%3%3%2%2%1%1%1%1%1%
Vail Craft Beer Classic -Town Stayed In
(All Accommodations)
2020
N =121
Geographical Data
Geographics
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Texas Florida
84%
6%2%
Vail Craft Beer Classic -Top Three States of Origin
2020 N =121
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
9%9%
66%
16%
Vail Craft Beer Classic -Market Segment
2020
N =121
Demographical Data
Demographics
32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and Family Family (including
children)
Family (not
including children)
Group
4%
41%
20%21%
4%8%1%
Vail Craft Beer Classic -With Whom Attended
2020
N =121
Demographics
33INTERCEPT 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
22%20%22%
4%6%
26%
Vail Craft Beer Classic -Family Status
2020 N =116
0%
20%
40%
60%
80%
100%
Own Rent
85%
15%
Vail Craft Beer Classic -Own vs. Rent Primary Residence
2020 N =115
Demographics
34INTERCEPT 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
2%6%9%
56%
28%
Vail Craft Beer Classic -Education Level
2020 N =116
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+
2%1%1%8%16%
42%
27%
4%
Vail Craft Beer Classic -Income Categories
2020 N =106
Demographics
35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
39%
61%
Vail Craft Beer Classic -Gender
2020 N =113
0%
20%
40%
60%
80%
100%
21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
3%
21%18%
31%24%
3%
Vail Craft Beer Classic -Age Categories
2020 N =104
Average age of respondents -45.9
Demographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Hiking Attending
festivals
Music Festivals Traveling Grilling Kayak/boat/raft Camping Cooking Mountain Biking Spa
90%
67%66%
53%51%49%47%
31%30%30%
Vail Craft Beer Classic -Top Ten Favorite Summer-time Activities
(Multiple Response)
2020
Demographics
37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Craft Beer
Enthusiast
Wine &
Foodie
Traveler Sports
Enthusiast
(hiking,
biking, skiing)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Music
Festival
Enthusiast
Health &
Fitness
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Arts &
Culture
(dance,
music,
theatre)
Investment &
Money
Tech
Enthusiast
Hobbies &
Interests
(collector,
crafts, home
shop)
Other
(specify)
73%
56%55%52%51%
45%
41%
22%20%
13%
9%6%
1%
Vail Craft Beer Classic -Lifestyle Categories
(Multiple Response)
2020
Impact of Covid-19
Impact of Covid-19
39INTERCEPT 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
25%16%
33%
21%
6%
Vail Craft Beer Classic -How impactful was Covid-19 to your
decision to attend events?
2020 N =121
0%
20%
40%
60%
80%
100%
Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable
1%1%
33%32%33%
Vail Craft Beer Classic -Based on your experience during this
event, please rate your level of comfort in attending larger scaled
events in the future:
2020
N =121
Impact of Covid-19
40INTERCEPT 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
24%27%21%31%26%20%
24%20%21%
21%28%
21%
25%26%29%
31%31%
31%
19%16%21%
12%13%
19%
8%12%7%4%2%9%
Vail Craft Beer Classic -How likely are you to attend the following event types in
2021, even if attendance exceeds 5,000 people?
Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all 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
37%
63%
Vail Craft Beer Classic -In general, would you like to see pre-Covid
sized/scaled events, or would you prefer events to be smaller
overall?
2020
N =120
Impact of Covid-19
41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable
•Widely spaced pods for the tasting
•While we don't really know what works and what doesn't work -wearing a
mask and social distancing seems to make people feel more comfortable
•When I say COVID 19 was very important, that is to say because of COVID 19
I WANT to get out to events. I am tired of everything being cancelled and
glad this event took place. At last, something approaching normal. I felt all
precautions were being taken.
•Wearing masks while at booths and the social distancing
•We noticed there was actual enforcement of the protocols which was
reassuring.
•Wasn’t able to attend
•Times alloted with smaller crowds and mandatory masks
•There was plenty of space
•The temperature check & squared-off tasting areas
•The space of the area
•The social distancing was fantastic!
•The social distancing squares, the flags to stand when getting samples, one
use cups
•The separation of the tables and areas on the lawn
•The seating area
•The number of participants, the areas for tastings
•The limited number of attendees and the spacing
•The limited amount of people and the square sitting areas allowed for nice
spacing.
•The lawn space
•The grids for setting up chairs.
•The event was well managed. Instead of having one crowded day long
event, the festival had multiple smaller time slots. We could maintain our
space and try all the beers without lines. It was very well done.
•The distanced tables
•The disposable cups
•The designated drinking tables, mandatory masks, and the trays
•The box markings where groups could sit
•The boundary lines for the tables.
•Temperature check, social distancing, masks being required.
•Temp checks, great space
•Temp check
•Temp
•Tasting squares and timed entry
•Squares/pods for each group, requirement of face masks when not in pod,
disposable cups
•Squares to sit in
•Squared off sections for sipping.
•Spacing, separate cups
•Spacing of tables and at the beer stands
•Spacing and amount of people (small)
Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable
•Spacing
•Space, lots of it
•Socially distanced group spots/squares
•Social distancing precautions, temperature checks, verbal agreement of
terms, really everything!
•Social distancing
•Social distancing
•Social distancing
•Social distance areas
•Smaller # of attendees
•Separation
•Separated out seating sections by squares to ensure social distancing
•Proper measures taken for social distancing
•People distancing on the lawn
•Open air was a big win
•Only allowing a specific number of people at a time.
•My square
•Masks!
•Masks, temp checks, sanitizer at every station
•Masks, Social Distancing, Fun Referees
•Masks while getting beers and common areas.
•Masks wearing and social distancing.
•Masks required, but allowing us to go back to an area with them off
•Masks required, attendance limited
•Masks required when not drinking, outdoor and spaced-out venue.
•Masks ok
•Masks & limited tickets
•Masks
•Mask wearing
•Mask mandate
•Marked spaces for sitting & the referee was AWESOME
•Make
•Loved having people bring beers back to their area to drink
•Limited people and limited time
•Limited number of people and masks
•Limited number of people
•Limited attendees
Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable
•Limited attendance and individual seating for each group
•Limited attendance
•Limited amount of people, mask wearing to receive drinks
•Liked they Frisbee/tray. Enjoyed the boxed off seating areas, temp checks,
and mask requirement
•Lawn grid, hand sanitizer
•I thought that the staff, venders and attendees were all respectful of social
distancing. It was well run in terms of Covid protocol.
•I really loved the setup in general!
•I liked the placement of tables and disposable cups.
•I am not that concerned about COVID
•Having an area to stand at our table and sip
•Grid layout on the infield
•Face masks. Sitting area. Hand sanitizer availability.
•EVERYTHING! GREAT JOB!
•Everything was comfortable
•Everyone had to bring their own chairs, sit in specific marked boxes
•Distancing, masks, the painted squares made it easy!
•Distancing and set up where great
•Distancing
•Distanced tables
•Distance and and disposable cups
•Designated seating areas; mask requirements; disposable cups
•Designated seating
•Designated mask areas
•Designated group areas without masks
•Designated areas for groups to sit, wearing masks when not in your square
•Clever to have a friendly ref who was there to enforce any rule violators. A
light-hearted way to remind everyone
•Checking temp's at the door. Spacing on the lawn was great.
•Capacity limits, distancing, loved the red flag soccer ref monitoring masks
•Cap on tickets
•Being outside and required mask wearing.
•Being outdoors made it easy to distance/ not too crowded.
•All was good
•All the precautions are overkill. But I know you're doing what you have to
do.
•Airborne viruses cannot be contained or dissuaded by face masks and hand
sanitizer.
•The 6 foot squares
Impact of Covid-19
42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable
•Wish there were walking lanes between squares
•Wet grass.
•We felt great about what they did
•We appreciated the many actions taken to ensure the precautions were universally
enacted. Nothing made us uncomfortable.
•Wasn’t able to attend
•Walkways through seating areas weren't really designated.
•Waiting in the lines
•Waiting in the check in line (not a big issue)
•Unsure where there was a "mask zone" other than pretenses?
•Unfortunately people walked through our pod on a regular basis. Additional
separation would have been helpful.
•Those no wearing masks or wearing them improperly
•There wasn't a lot of room for people to line up at each tent without spilling into the
tabled areas
•There really wasn't anything that made me feel uncomfortable -if that was the case I
would have stayed home.
•The transfer of cups from vendors (but did not really bother me)
•The lack of food options available
•Taking temperature... would have been better to ask a series of questions.
•Some servers removing masks to talk (I get that it's weird, but must stay on)
•Some sections were a little narrow, making it tough to stay away from people
•Seeing the event staff, and companies not using precautions/ protocols
•Pouring of the beverages
•People walking through your square to get to theirs. Not a lot of room, and some had
their mask off by that point
•People walking through the lawn not using aisles
•People ignored distancing at check-in and while waiting to enter the event
•Nothing. All went well.
•Nothing! You did a great job!
Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable
•Nothing made me feel uncomfortable.
•nothing comes to mind, very well done, felt really safe
•Nothing -fantastic execution!
•None, was very comfortable with everything
•None -you guys did an awesome job
•None -not worried about it
•None -it was easy to social distance
•No shade!
•needed longer sessions
•N/A. The whole thing was comfortable.
•N/A. I felt far more comfortable at this event than I had thought. Very well done
•Masks
•Lack of sanitizing by vendors.
•It was a little hard to stay out of others space. Needed aisles, walkways or something.
•I was comfortable with the precautions
•I liked the square sitting areas, but some people weren't aware that they needed to
walk on the lines and not through other peoples sitting areas.
•I felt very comfortable the whole time
•I felt very comfortable
•I felt safe
•I did not feel uncomfortable with any of the protocols.
•I can't think of anything -you all did a fantastic job.
•Flags in the ground. Everyone was tripping on them.
•Everything was spaced out perfectly
•Everything was fine, didn't feel uncomfortable or at risk at all
•Beer suppliers
•Bathrooms
End of Report