HomeMy WebLinkAbout02. e. BravoVailFestivalRecap-2021Surveyed Event Recap: Bravo! Vail Music Festival
Cultural, Recreational & Community Category
November 3, 2021
Bravo! Vail Music Festival: June 24 -August 4, 2021
Ronda Helton
Phone: 970.827.4304
rhelton@bravovail.org
2
Overall Event Highlights & Successes
3
•First full-capacity in-person Festival since 2019
•Contract extension with The Philadelphia Orchestra
•An NPS score of 89, showing a high level of customer satisfaction
•Quick programming pivot due to COVID-19 travel restrictions and introduction of the
acclaimed St. Paul Chamber Orchestra
•Of all 2021 attendees, 89% said they came to Vail specifically for the Festival
•Extensive regional and national media coverage including CBS Denver, Westword,
Hemispheres magazine, Music and Opera magazine, Musical America, Violinist.com,
Broadway.com, and more
Questions from CSE
4
Attendance Estimate
5
•Was this the attendance you expected?
•Higher than expected, due to anticipated
restricted capacity
•How would you impact attendance next year?
•Tickets will go on-sale in February and
marketing efforts will begin sooner
•Full capacity anticipated with increased
attendance compared to 2021
39,891
Ticketed
Attendees
1,978
Community
Event
Attendees
41,869
Total
Attendees
Visitor Type
6
•Was this the visitor type split you expected? Why or why not?
•Yes, this split is consistent with prior years, with international travel less given
COVID-19 travel restrictions.
•What steps would you take to optimize visitor mix for future events?
•Bravo! Vail is launching a new Audience Research & Development Initiative
in the 2022 Season to better understand, grow,
and diversify audiences.
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
23%
6%
26%
43%
2%
Bravo! Vail -Market Segment
2021 N =744
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
7
•What measures did you take
to encourage attendees to
book lodging in the Town of
Vail?
•New app promotes
local lodging
•Website’s “Plan Your
Visit” page lists local
lodging
•Numerous emails to
20,000 subscribers
highlight local
partners, including
lodging
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary
Residence
Other (Please
specify)
Day Trip VRBO, Airbnb,
Etc.
27%
3%
27%
7%
23%
1%6%6%
Bravo! Vail -Accommodations
2021 N =744
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
24%27%19%13%9%9%
Bravo! Vail -Nights Stayed Categories
(All Accommodations)
2021 N =359
Average nights stayed (all accommodations) -5.5
Average nights stayed (paid lodging in Vail) -4.8
Overall Visitor Profile
8
•Who was your anticipated target
demographic? Did you reach your target
demographic? Why or why not?
•Given COVID-19 restrictions and
consumer hesitancy, we focused much
of our marketing on reaching returning
attendees. These demographics are
very similar to those from past
Festivals.
•What would you change to attract that
audience next year?
•Our Audience Research &
Development initiative launching next
year will help us reach new, younger,
and more diverse
audiences.
0%
20%
40%
60%
80%
100%
21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
0%1%6%11%17%
65%
Bravo! Vail -Age Categories
2021 N =556
Average age of respondents -66.4
Average age of children < 18 -9.1
0%
20%
40%
60%
80%
100%
White or
Caucasian
Prefer not to
answer.
Hispanic or
Latino
Asian or East
Indian
Black or
African
American
Other (please
specify)
Native
American or
Pacific
Islander
Middle
Eastern or
Persian
85%
11%3%2%1%1%0%0%
Bravo! Vail -Ethnicity
0%
20%
40%60%80%100%
1%4%5%11%33%28%17%
Bravo! Vail -Income Categories
N =397
Role/Importance of Event in Intent to Visit Vail
9
•What actions did you take this year to generate the number of overnight guests?
•Utilized new app, website listings, and email promotion
•How would you increase the number of overnight Vail guests coming for the event next year?
•Target Front Range overnight visitors through increased and
diversified advertising
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
89%
11%
Bravo! Vail -Reason for Visiting Vail
2021 N =744
NPS (Net Promoter Score)/Likelihood to Recommend
10
•Do you think the NPS scores reflect the attendee event experience?
•Yes, this high level of satisfaction is consistent with previous years, and our high
percentage of return visitors underscores the positive guest experience at Bravo.
•What steps would you take to improve the NPS scores for your event next year?
•We will continue to present programs of high artistic excellence, new and
diverse offerings, and focusing on customer experience.
89
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2021 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
Estimated Return on Investment (ROI) & Attendee Expenditures
11
•What did your event do to encourage spending in Vail?
•We promoted and advertised local businesses through our hardcopy
program book, website listings, app listings, and through emails to 20,000
subscribers.
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
Food and
beverage
Lodging and
hotel expenses
Bravo! Vail
direct expenses
Parking Shopping Activities Ticket Sales Total Direct
Spending
$3,886,661 $4,762,712
$449,731 $113,688 $1,362,513 $848,030 $1,754,233
$13,177,567
Bravo! Vail -Expenditures in the Town Vail
(Only those who came for the Event)
Event Strengths & Weaknesses
12
•How did the event exceed expectations?
•Attendance was larger than expected due to lifting of capacity restrictions shortly before the Festival began.
•Last winter and spring, we anticipated needing to bring significantly smaller orchestral ensembles due to COVID-19 protocols.
However, we were able to bring larger ensembles than originally anticipated due to the easing of restrictions, having a greater
economic impact on Vail than what we expected earlier in the pandemic.
•Bravo! Vail followed local and state protocols and went to great lengths to keep audiences, musicians, and staff healthy and
safe.
•What are areas for event improvement?
•The implementation of more effective wayfinding signage. Improved parking solutions and messaging; this is
the most frequent topic of negative feedback from attendees.
•How did this year’s event compare to previous years?
•Event was similar to 2019 and previous years; however, the international chamber orchestra was unable to
secure travel visas and attendance (particularly early in the season) was lower due to
delayed ticket on-sale and consumer hesitancy.
Vail Brand Compatibility
13
•How did the event support the Vail Brand?
•Bravo! Vail gave citizens and guests a premier six-week classical music
festival, presenting four world-class orchestras, musicians, and chamber
music ensembles that collectively can only be experienced in the Town of
Vail. By providing this one-of-a-kind music festival, Bravo! Vail helped
support Vail’s brand as “the premier international mountain resort
community.”
•Bravo! Vail is the only summer residency of our renowned resident
orchestras: the New York Philharmonic, The Philadelphia Orchestra, and
the Dallas Symphony Orchestra.
•Bravo! Vail continues to be regarded as one of the top classical music
festivals in the world –like Vail, there is nothing else on earth!
•One of Bravo! Vail's core values is "Advances Excellence" -we strive for
(and achieve) excellence in programs and guest experience each
day of the Festival.
Community Contribution
14
•How did the event impact Vail’s sense of community?
•The Festival brought together family and friends to enjoy
the best of classical music and world-class musicians right
in their own backyard, creating a lasting sense of unity and
community pride.
•More than 100 local volunteers offered their time, service and
talent to make sure the Festival ran smoothly.
•The incredible musicians that graced Bravo! Vail’s stages became
part of the local community, as they do each summer.
•Bravo! Vail has been a summer staple in the Town of Vail for 34
years,and we received countless comments and emails that the
return of the Festival brought a sense of hope, joy, and normalcy
back to the community this year.
Topline Marketing Efforts
15
•Launch of Bravo! Vail’s app, which facilitated digital ticketing and
new marketing opportunities.
•Digital advertising, which allowed us to specifically target
audiences and test various marketing messages, images, and film
content to maximize the effectiveness of our marketing
strategies.
•Implementation of reservation system for many of our free
events, which allowed us to capture contact information for
those attendees so we can promote future events to them.
Potential for Growth & Sponsorships/Media Exposure
16
•How do you see the event evolving or growing next year?
•Return of Classically Uncorked Series at Donovan Pavilion, Pre-Concert Talks, and social events that
were not held in 2021 due to COVID-19 precautions
•Launch of first full year of New Works Symphonic Commissioning Project
•Significantly earlier public ticket on-sale with a season announcement launch concert and party in
February 2022
•What sponsors do you plan to target next year? (Including existing and potential sponsors)
•Existing: LIV Sotheby’s, Fidelity, Alpine Bank, First Bank, First Western Trust, and Slifer, Smith, &
Frampton.
•Potential: Northern Trust, numerous prospects in real estate, luxury brands, local businesses
•How will you leverage media exposure and extend the marketing reach next year?
•Increase usage of app
•Focus on expanded Front Rage marketing
Sustainability Efforts
17
•What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail?
•Promoting alternative forms of transportation
•Encouraging patrons to use water bottle refilling stations
•In our Vail office,our "Green Team" has implemented a composting program and we have reduced in-office waste
and energy usage significantly.
•What waste reduction methods were used during your event/program?
•Advertised and promoted Festival through primarily digital channels
•Recycled program books at conclusion of Festival
•Offered digital program book via the new app
•Use of recycled paper and other materials for printed collateral
•Messaging on direct mail asking consumer to recycle the materials
•How could you improve on sustainability efforts for next year’s event?
•Increase usage of app
2021 Bravo! Vail Music Festival
18
Event Budget
19
Item $
Total Event Budget:$5,194,262
CSE Funds:$207,855
Cash Sponsorship (not CSE):$4,986,407
In-kind Sponsorship:$53,772
Marketing Budget:$655,122
Profit & Loss:Bravo! Vail’s
FY2021 ended Sept. 30.
A full audit will be
available in late
December.
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Artist Fees
2021 Bravo! Vail Music Festival Season Marketing Plan
Summary
Bravo! Vail is the only festival in North America to host four of the world’s finest orchestras in a single
season. The 2021 season features residencies from the Saint Paul Chamber Orchestra, Dallas
Symphony Orchestra, The Philadelphia Orchestra, and the New York Philharmonic. In addition, world-
renowned chamber music artists perform in a combination of concerts. The 2021 season also includes
the Bravo! Vail Music Box, a mobile performance stage featuring Festival chamber musicians in
community concerts throughout the Vail Valley.
Brand Tenets
1. World-class music
2. Spectacular setting
3. Highly social, friendly, and welcoming atmosphere
Mission Statement
Bravo! Vail enriches people’s lives through the power of music by producing the finest performances by
the greatest artists, fostering music education, and promoting a lifelong appreciation of the arts.
Guiding Philosophies
Fulfilling the mission: The health and safety of our musicians, patrons, staff, and the community are our
top priorities. If it is safe to do so, we are committed to fulfilling our mission of enriching people’s lives
through the power of music.
Donor and patron relations: The long-term relationships and trust with our donors, partners, and
patrons is of utmost importance.
Artistic excellence: As always, all performances by Bravo! Vail will meet the Festival’s standards of
artistic excellence.
Goals & Objectives
1. Develop digital strategies to support sales cycles, deepen patron engagement, and target
specific audiences (i.e.: Front Range and drive market).
2. Maximize attendance and revenue, safely and by adhering to all public health orders.
3. Continue to elevate institutional profile of Bravo! Vail.
4. Rebrand the After-School Piano & Violin Program.
5. Foster strong community partner relationships.
6. Develop in-roads for targeted marketing to Latin X communities.
7. Develop the patron roadmap for marketing and sales campaigns.
8. Protect and maintain brand integrity.
Marketing Strategies
1. Digital Strategies
a. Goals
i. Support Sales; generate revenue
ii. Deepen Patron Engagement
iii. Target Specific Audiences affordably
b. Campaigns
i. Donor Pre-Sale
1. Season Overview Webpage
2. Online Order Forms
3. Supplemental Postcard (TBD)
ii. Festival Announcement
1. Website
2. Online Order Form Purchase
3. Supplemental Postcard (TBD)
iii. Bravo! Vail App
1. Festival overview content
2. Digital Program Notes
3. Digital Ticketing
4. Donor Recognition
5. Supplemental content / Hybrid with printed program publication
6. Ad Sales
iv. Live Stream
1. Opening night for each residency
2. Paywall
3. Elevated branding and pre/post-concert content
4. Elevated distribution and accessibility
v. Targeted Social Media
1. Align audience with content
2. Generate revenue for online ticket purchase
3. Increase live stream exposure
4. Community Centric
5. Survey / data capture campaign
vi. Lawn Screen Content – Spirit of the Lawn Campaign
1. Celebrate culture of the lawn
2. Ad sales
3. App engagement
4. Donor recognition?
2. Maximize attendance and revenue, safely and by adhering to all public health orders.
a. Goals
i. Fill the pavilion
ii. Attract and engage destination visitors
iii. Encourage multi-ticket purchases
b. Campaigns
i. Donor Pre-Sale
ii. Festival Announcement
iii. Digital Strategies
3. Continue to elevate institutional profile of Bravo! Vail
a. Goals
i. Further the PR success from 2020
ii. Support the Bravo! Vail story via cinema-quality video and emotive photo assets
iii. Increase press and social engagement
iv. Harmoniously distribute branded content from all departments
v. Leverage artist profiles
vi. Consistency in voice, tone, look of visuals
b. Campaigns
i. PR Program
1. Continue partnership with 8VA Music Consultancy
2. Successfully build and distribute Season Announcements
3. Increase press response and articles
4. Schedule press visits to Festival
ii. Photography Program
1. Plan, capture, approve, and distribute timely content for social channels
2. Capture for extended marketing plans
3. Evoke emotion and convey the experience through photography
4. Aligning photos to sales cycle, in-season promotion, patron journey, and
experiences
iii. Videography Program
1. Continue the cinematic quality in recordings and livestream
2. Create a yearly masterplan for video assets
3. Capture video to fulfill the masterplan
iv. Caption Program
1. Consistently speak in our brand tone and language
2. Round out of the visual asset if more descriptive detail is needed
3. Be brand centric first, sales driven second
c. KPIs
i. New editorial mentions
ii. Journalist visits and positive editorial features
iii. Photo and video masterplan established before season starts
iv. Increased engagement with videos
v. Increased artist takeovers and social content shares
vi. Abundant photo and video assets to support 2022 on-sale efforts
4. Rebrand After-School Piano & Violin Program
a. Goals
i. Allow for program scalability
ii. Galvanize the overarching Bravo! Vail brand to existing and new audiences
iii. Deepen engagement with participants
b. Campaigns
i. Rebrand
1. Audiences
a. Local families
b. After school program participants
c. Libraries
d. Past E&E event attendees
2. Channels
a. Advertising
i. Newspaper – Vail Daily, Town Talks
ii. Digital – promoted posts, school FB pages, mom’s FB
pages
b. Email
i. All past E&E attendees
c. Out of Home
i. Postcards
ii. School newsletters
d. Partnerships
i. Calendars
ii. List trades
iii. Emails or mailings collaborations
3. Foster strong community partner relationships
a. Goals
i. Increase presence and awareness for Bravo! Vail in the Valley
ii. Support other organizations in a meaningful and mutually beneficial way
b. Campaigns
i. Strategic Partnerships
1. Program Collaborations
a. Walking Mountains, Roundup River Ranch, Vail Health
2. Sponsorships
a. Vail Daily
b. Town of Vail
ii. Year-Round Presence
1. Identify opportunities to remain top of mind throughout the year
2. Research winter audience
iii. Education & Engagement Programs
1. Audience segmentation
2. Targeted program content
c. KPIs
i. Positive shift in partner relationships
ii. More engagement with the Vail Daily
iii. Identify new out of season opportunities
4. Target Latin X communities
c. Goals
i. Learn perceptions, preferences, and interests for local Latin X communities
ii. Understand marketing channels
iii. Engage and see increased participation from Latin X communities
d. Phase 1 Approach
i. Outreach initiative
ii. Interviews
iii. Prioritize opportunities
e. Phase 2
i. Increase accessibility per Phase 1
f. Phase 3
i. Implement
g. Phase 4
i. Tracking and reporting
5. Develop Patron Roadmap
h. Goals
i. Map patron journey from viable entry points to desired end goal
i. Phase 1 Approach
i. Understand the tool
ii. Build most relevant and turnkey routes
iii. Identify 2021 opportunities
j. Phase 2
i. Further develop strategies and action items
k. Phase 3
i. Implement action items
l. Phase 4
i. Tracking and reporting
5. Protect and maintain Brand Integrity
a. Goals
i. Complete the Bravo! Vail Brand Standards
ii. Outline plan for implementing brand standards throughout organization
iii. Develop brand ambassadors
iv. Maintain brand presence throughout the year
b. Campaigns
i. Brand Standards
1. Develop
2. Distribute
3. Governance
ii. Research
1. Programmatic vs. institutional brand – should they look different? (i.e.:
is the Season Design effective or undermining the brand?)
iii. Omnipresent
1. Website
2. Social channels
3. Emails
4. Partnerships
5. Non-Bravo Event participation/sponsorship
6. After-School program promotion and support
7. Board communications & meetings
c. KPIs
i. Brand adherence throughout the organization
Bravo! Vail Music Festival
Income Statement
2021 Budget 2021 Projections
Revenues
Earned/Unearned Income
01-40301 Ticket Sales 1,408,227 1,732,874
01-40302 Soiree Ticket Sales 16,000 32,200
01-40303 Gala Auction & Ticket Sales 42,000 59,199
01-40304 Education Income 265,000 290,719
01-40308 Edu - Tuition 15,000 15,000
01-40310 Edu - Guild dues and merch sales 1,500 25,498
01-40305 Festival Contributions/Gifts 3,164,100 3,440,268
01-40309 Advertising Income 80,000 87,576
01-40311 Interest Income 5,000 24,291
01-40315 Endowment Contribution 250,000 50,000
01-40331 Released from Restriction 1,605,029 1,370,029
Total Revenues 7,230,198 7,707,502
Expenses
2021 Budget 2021 Projections
Total Artistic 3,635,354 3,528,251
Total Concert Operations 875,145 843,589
Total Education 257,389 252,644
Total Marketing 658,863 655,122
Total Development 526,889 470,961
Total Administration 530,788 530,788
Total Salaries/Taxes 873,584 876,158
In Kind
01-40332 In Kind contributions 1,500,000 1,500,000
01-50460 In Kind Expense 1,500,000 1,500,000
Total In Kind - -
Total Expenses 7,358,012 7,157,513
NET SURPLUS/(DEFICIT)(127,814) 549,989
Video Highlights: 2021 Bravo! Vail Music Festival
• CBS Denver: “Nothing Like a Live Audience”:
https://denver.cbslocal.com/2021/06/25/bravovail-music-festival-summer-
season-joshua-bell/
• Excerpt- New York Philharmonic, Jaap van Zweden, conductor
Shostakovich Concerto for Piano, Trumpet, and String Orchestra:
https://www.youtube.com/watch?v=27iwrd8VEWw
• Excerpt- New York Philharmonic, Bramwell Tovey, conductor; Augustin
Hadelich, violin
Prokofiev Second Violin Concerto:
https://www.youtube.com/watch?v=cut_0eYbfuQ
• High Notes- Souvenirs of Summer:
https://www.youtube.com/watch?v=293tkMedrWY&t=132s
• High Notes- The Mirror:
https://www.youtube.com/watch?v=-EZhaaVwU0M&t=56s
THIS MAGAZINE HAS BEEN TREATED WITH AN ANTIMICROBIAL PROCESS
JUNE 2021
FAMILY TRAVEL • ILANA GLAZER • SUMMER SKIING
Where you
can watch the
sun set over
the Blue Ridge
Mountains from
a treehouse at
Primland
Virginia
T h r e e
P e r f e c t
D a y s
001_HEMI_Cover_Bio_vFINAL.indd 1001_HEMI_Cover_Bio_vFINAL.indd 1 06/05/2021 09:5306/05/2021 09:53
DIVERSIONS
Hemispheres June 2021
NAVIGATOR
Courtesy of Visit Palm Springs (gallery); Zach Mahone (Bravo! Vail Music Festival)5
Colorado
North America’s highest via ferrata opens
at Arapahoe Basin
St. Barthélemy
The über-posh Hotel Barrière Le Carl Gustaf
Washington
American merlot makes a comeback, thanks
to a few Walla Walla Valley vintners
Houston
Xin Chào’s upscale take on tamarind crab,
a classic Ho Chi Minh City dish
Global
A pandemic-driven surge in demand for tennis
is a winner for a number of resorts
California
Parading through Palm Springs in the
Aston Martin Vantage Roadster
United States
Stylish condominiums in New York City, Tampa,
and the Jersey Shore
Global
Travel tips and memories from a United flyer
12
Leadership Letter
From Executive VP,
HR, Kate Gebo
14 Get Ready
Tips to help
you plan your
future trips
111
Entertainment
Movies, TV, personal
devices, Wi-Fi,
audio content
122
Puzzles
Crossword
and
Sudoku
16
Voices
Employee
and customer
stories
after 110
Travel Info
Food and beverage
menus, route maps,
Star Alliance
Labor of Love
Molly Bernard helps start an LGBTQ+ family
in Milkwater
Instrumental Surroundings
Three summer classical music festivals that situate
their orchestras in the Rocky Mountains
Future Cities
Copenhagen-based architecture firm Gehl
reimagines urban public spaces around the world
In Good Shape
Athleta CEO Mary Beth Laughton on keeping her
company afloat while still pushing it ahead
Magic from the Mundane
Life coach Tim Storey on making the most of
the opportunities in front of you
36
40
44
46
20
22
24
25
26
30
32
3828
R1_005_HEMI_0621_TOC.indd 5R1_005_HEMI_0621_TOC.indd 5 06/05/2021 09:1206/05/2021 09:12
Instrumental Surroundings
Take in classical music and mountain scenery at these three summer festivals
By Thomas May
While artists and venues have tried
to make due with virtual performances
over the past year, nothing can replace
the shared thrill of an in-person concert.
That goes not only for pop stars but for
orchestras. With music festivals set to
make a comeback this summer, here are
three orchestral concert series that send
world-class musicians onto stages with
spectacular Rocky Mountain backdrops.
Bravo! Vail Music Festival
Set at the base of Vail’s ski runs, the
open-air Gerald R. Ford Amphitheater
provides a beautiful setting for the Bravo!
Vail Music Festival. This year, four first-
class orchestras—Academy of St Martin
in the Fields (June 24–27), the Dallas
Symphony Orchestra (June 30–July 5),
the Philadelphia Orchestra (July 9–17),
and the New York Philharmonic
(July 21–28)—will perform works by com-
posers ranging from Mozart to Florence
nearly 200 top musicians from around
the country, led by internationally
renowned music director Sir Donald
Runnicles. The first week of concerts
for this year’s “Welcome Home” season—
including “Film Music Spectacular” and
“Patriotic Pops”—will be held outside, in
downtown Jackson’s Center for the Arts
Park, before the orchestra begins six
weeks of chamber music performances at
Teton Village’s 750-seat, all-wooden Walk
Festival Hall, which has been updated
with a state-of-the-art air-filtration
system. July 2–August 21, gtmf.org
Sun Valley Music Festival
Famous for attracting Hollywood
royalty (Ernest Hemingway, Clint
Eastwood, Arnold Schwarzenegger),
Sun Valley, Idaho, is also home to the
largest admission-free classical music
festival in the U.S. An ensemble of more
than 100 orchestral pros comes together
from around the country, led by veteran
music director Alasdair Neale, to per-
form symphony and chamber concerts
at the outdoor Sun Valley Pavilion. This
summer’s program includes standard
masterpieces as well as the world pre-
miere of Five Freedom Songs, a reflection
on the legacy of the African-American
spiritual by violinist and composer
Jessie Montgomery. July 26–August 19,
svmusicfestival.org
Price and Valerie Coleman (whose Seven
O’Clock Shout was commissioned by the
Philadelphia Orchestra to honor front-
line workers). Festival artistic director
Anne-Marie McDermott says this year’s
edition is “the one we are maybe most
grateful for in our lifetime.” June 24–
August 4, bravovail.org
Grand Teton Music Festival
Returning for its 60th season, the
Grand Teton Music Festival once again
graces Jackson Hole, Wyoming, right
next to Grand Teton National Park.
This idyllic summer retreat attracts Courtesy of Sun Valley Music Festival; Zach Mahone (Vail); courtesy of Grand Teton Music Festival38
O
N
S
T
A
G
E
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Bravo! Vail
August 2021
Prepared for:
Town of Vail/Bravo! Vail
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……………………………………………………………………………………………………………………………13
Media/Awareness …………………………………………………………………………………………………………………………….19
Spending Habits ……………………………………………………………………………………………………………………………….21
Attendance/Revenue Generation ……………………………………………………………………………………………………..24
Accommodations ……………………………………………………………………………………………………………………………..26
Geographical Data …………………………………………………………………………………………………………………………….29
Demographical Data ………………………………………………………………………………………………………………………….31
Education &Engagement ..…………………………………………………………………………………………………………………38
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Town of Vail had invested in a third party research company, Intercept Insight, LLC, to conduct a
post-event online survey following Bravo! Vail to help quantify decisions and increase performance
related to the event. With this insight, the Town of Vail and Bravo! Vail 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.
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 9th, 2021.
Reminder notifications were delivered periodically, and the study was closed on September 6th, 2021.
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.
Bravo! Vail engaged Intercept Insight, LLC for research services following the 2021 performance series The services included strategy and execution,
survey development, programming, analysis, and reporting. There were 41,474 ticket holders over the course of the event. On average, the ticket
holders attended approximately 2.9 concerts, which identifies that there were approximately 14,552 unique individuals that attended the events.
744 surveys were completed, which provides a 3.5% margin of error at a 95% confidence interval with the data collected.
89% of the respondents came to Vail specifically for Bravo! Vail, and 95% of the respondents are “Very” or “Extremely likely”to return in the future.
Bravo! Vail earned a Net Promoter Score of 89, with 91% of the respondents classified as “Promoters”. Overall Satisfaction with the event 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=Extremely satisfied.
Of those who came to Vail for the event, 26% were locals and 68% were overnight guests. 54% of the attendees were from Color ado, 12% were from
Texas, and 8% were from Florida. Of the overnight guests who stayed in paid lodging (27% of total accommodations), 76% stayed in Vail. The
average number of nights stayed by those staying in paid lodging in Vail was 4.8 nights. Bravo! Vail produced approximately 15,958 room nights in
Vail over the course of the event, with an average nightly rate of $306. The estimated gross revenue generation for the Town of Vail from the
BRAVO! Vail was approximately $13M.
Bravo! Vail website and email were the most effective outlets for generating awareness. 48% attended with their spouse/significant other. The
average age of the respondents was 66.4. Most enjoy hiking and music festivals during the summer months, and most of the respondents claimed
“Arts & Culture” and “Traveling” as their lifestyle categories of choice. 79% visit Vail other times during the summer, and 46% visit Vail during the
winter. 45% prefer both large orchestras and small ensembles.
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Ticket sales –41,474
Total completed surveys –744
Sample size provides statistical validity with an error rate of 3.5% at a 95% confidence interval
Estimated revenue generated to the Town of Vail -$13M
Net Promoter Score –89
Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
89% of the attendees came to Vail specifically for the event
47% of the attendees had attended 10+ years
Average number of concerts attended –2.9
Bravo! Vail website and email were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
95% are “Very” or “Extremely Likely” to return in the future
76% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –4.8
Estimated number of room nights generated in Vail by the event –15,958
Estimated average nightly rate in Vail -$306
Average age of respondents –66.4
Favorite summer-time activities: Hiking and Music Festivals
Lifestyle Categories: Arts & Culture and Travelers
Attendee Details
Attendance
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
89% of the respondents came to
Vail, CO specifically for the event.
68% of the respondents that
came to Vail, CO specifically for the
event were overnight visitors.
26% 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
89%
11%
Bravo! Vail -Reason for Visiting Vail
2021 N =744
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
26%
6%
27%39%
2%
Bravo! Vail -Came for the Event by Market Segment
2021 N =665
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 year 4 years 5 years 6 years 7 years 8 years 9 years 10 years+
15%6%7%5%8%4%3%3%1%
47%
Bravo! Vail -Prior Attendance
2021 N =744
0%
20%
40%
60%
80%
100%
25%19%15%9%6%7%2%2%2%4%1%1%0%1%1%1%0%1%1%0%0%0%0%0%
Bravo! Vail -Concert Attendance
2021 N =744
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
0%1%4%
18%
77%
Bravo! Vail -Intention to Return
2021 N =744
95% of the respondents are 'Very' or
'Extremely Likely' to return in the future.
0%
20%
40%
60%
80%
100%
Yes No
79%
21%
46%54%
Bravo! Vail -Do you visit Vail other times during the year?
(Asked only of non-locals)
2021 Summer 2021 Winter N =562
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
None of these Community
Concert - Vail
Interfaith Chapel
Community
Concert - Lower
Bench / Ford Park
in Vail
Family Concert -
Eagle Vail Pavilion
Little Listeners -
Avon Library
Little Listeners -
Vail Library
Family Concert -
Brush Creek
Pavilion
Little Listeners -
Gypsum Library
Little Listeners -
Eagle Library
80%
12%
6%2%2%2%1%1%1%
Bravo! Vail -Educational and Engagement Event Attendance
(Multiple Response)
2021
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
The lawn The pavilion I attended concerts in both sections
29%
51%
20%
Bravo! Vail -In which section of the amphitheater do you typically sit?
2021 N =744
0%
20%
40%
60%
80%
100%
A few days One week Two weeks Three weeks One month Couple of
months
Six months Seven to nine
months
Ten to twelve
months
More than a
year
5%3%5%4%12%
41%
20%
5%4%3%
Bravo! Vail -How far in advance did you begin planning your visit to attend
Bravo! Vail?
2021 N =744
Programming
Attendance
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes, in the printed program
book
Yes, on the website Yes, on the app No, I did not read the
program notes by choice
No, I did not know about the
program notes
88%
17%9%3%3%
Bravo! Vail -Did you read the program notes?
(Multiple Response)
2021
0%
20%
40%
60%
80%
100%
Local Shops - Utilization Local Restaurants - Utilization Hire for Service - Utilization
20%
30%
4%
80%
70%
96%
Bravo! Vail -Did you learn about or utilize a local business from an ad in
the printed program book?
Yes No N =676
Donors/Support
Donors/Support
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
31%
69%
Bravo! Vail -Are you a current donor?
2021 N =738
0%
20%
40%
60%
80%
100%
39%39%38%28%20%19%18%16%14%7%4%
Bravo! Vail -If you were to support Bravo! Vail -finacially or otherwise -what would
you choose to support?
(Multiple Response)
2021
Donors/Support
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -Supporting Bravo! Vail "Other" Comments
•Volunteer opportunity
•Vail Chapel concerts
•The variety is a major part of the appeal of the festival
•Support by attending
•St. Martin's in the Field with Joshua Bell
•St. Louis Symphony Orchestra
•Screen to block the sun at the Ford Pavilion
•Other symphony orchestras including the Colorado Symphony Orchestra. Let's do more than Dallas and Philadelphia.
•Modern classical, not necessarily new. So many pieces that have already been written.
•Louisville Orchestra
•Joshua Bell and the Academy of St. Martin in the Fields
•Joshua Bell
•Internships
•I would like to see orchestral performances of some movie tunes and a bit of melding rock with orchestral .
•I support Bravo by being on the guild and volunteering my time
•Colorado Symphony
•Broadway Night!
•Any where my money would help the most
•Already financially support
•All. 3 orchestras
•Again, I'm a musician... and of this list, the Philadelphia Orchestra is my favorite. :)
•Ad
•Academy of St. Martin in the Fields
•A Specific Artist
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 Bravo!
Vail 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
89
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2021 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
Recommendation
11INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -Increase Recommendation Comments
•You are doing a good job
•Wonderful orchestras and music. It would be nice if the entire orchestra including a full string
section was performing. Such a small string section cannot balance well with the winds..
•Was really disappointed with the Broadway selection of music--esp compared to past years.
•Train helpers to treat attendees with respect
•Too many people you need better crowd control
•The space and events are lovely, but do not necessarily seem geared towards millennials.
•The prices for seats are high
•The music is fabulous. The lack of masking and social distancing was quite disturbing. The rise of
the delta variant is making us all nervous. Please require masks at concerts, and I’ll be back.
•Tell my friends to ask me about music in Vail
•Send a reminder with the schedule aroung June 1st.
•Require proof of vaccination. Provide more tables and seating to eat. No video of the NY
Philharmonic was on the screen for lawn audience.
•Require proof of COVID vacinations for all indoor events.
•Recognize needs of market
•Provide area in the wings to wait out rain.
•Provide a shuttle bus schedule and pick-up points after Bravo Vail tickets have been purchased.
•Play more Pops concerts during the summer
•Performance could be longer in time
•Parking was difficult. Better instructions on where to park-or make some spaces available
complementary for ticket holders
•Number your seating for the sections where #1 is closet to center stage like most venues
•Notify the upcoming season early so reservations can be made.
•New types of events. I've been attending for about a decade and the shows are getting
redundant year after year. I'd love to see some fresh types of music and artists presented. I love
the Broadway, Queens of Soul, and July 4th concert, but have seen many of the other
performances and an no longer interested in seeing them since they're now stale.
•My friends and family are progressive people that believe classical music should keep up to new
trends and expectations. I was wondering if Bravo Vail got the memo from last summer that the
industry needs to change.
•More variety and diversity in offerings
•More Pops concerts
•More pops
•More pop style concerts
•More high profile artists
•More DSO classical programs
Bravo! Vail -Increase Recommendation Comments
•More diversity in the typeof music
•More contemporary concerts
•More classical concerts
•Make it easier to get tickets, also appreciate the free concerts
•It’s the individuals taste so nothing
•Include more popular music
•Improve COVID protocols for audience members. Masking should have been mandatory, especially if
you planned to fill every seat. See Santa Fe Opera.
•If parking ix not fixed, I will not be returning to Bravo
•I miss the other events. After Dark and Uncorked. Covid, I know. Modern classical, though.
•I don't think anything. I came for Yannick and the Philly orchestra. Loved the setting and atmosphere
and the enthusiastic audience. But the amplification and diminished orchestra size ( 2 stands of
celli?) minimized my pleasure in the Brahms, though the Mozart was a thorough delight.
•Have someone other than Anne-Marie McDermott as the soloist. She made way too many technical
mistakes.
•Have more events that include more vocal music
•Have fewer “pops” concerts, more classical music
•Have better compositions performed. Bring in other artists, like Ron McFarlane or the Baltimore
Consort.
•Get me new friends and family!
•First, have seats available for the general public who are not patrons. The patrons apparently grab
all the pavillon seats and there are few, if any, available. Second, bring back the orchestra with a
movie events. Third, nix the broadway show if she is only going to sing obscure songs (this year was
a bust) Fourth, try to have a longer season -bunching three great orchestras into a 5 week season is
nuts.
•First time attending—we spent the summer by in Vail. Found the performances at Ford Ampitheater
to be much more formal than expected and other summer festivals we’ve attended (for example:
Ravinia), and particularly less family friendly.
•Easier parking
•Don’t change schedule after tickets purchased. I should have a say in what performances I want to
attend.
•Doing a good job; no need to modify
•Didn’t like the small orchestra configurations this year-also food service needs large improvement
•Depends on the performer(s)
•Clearly define the content of the programs.
•By providing parking closer to the Ford Amphitheater.
•Better sound in the Ford Ampitheater by adding a glass back wall --the reslut is still seeing the
beautiful garden, while sound is better reflected to the audience with less amplified sound
•Better information about the events.
•Allow more streaming of performances since most visitors in vail for <week
•Allow individuals to bring their own food and drink for lawn
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
13
Attribute Satisfaction
14INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
97%95%
99%96%97%
67%
4.8
4.7
4.9
4.7 4.8
3.9
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 Value for price paid Quality of the music Knowledge of the
staff/volunteers
Friendliness of the
staff/volunteers
Parking/access
Bravo! Vail -Attribute Satisfaction Ratings
% Rated '4' or '5' 2021 Mean Rating 2021
Performance
15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Large orchestras Small ensemble / chamber music Both
53%
2%
45%
Bravo! Vail -Do you prefer large orchestral or small ensemble/chamber music?
2021 N =744
One Change Comments
16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -One Change Comments
•Your questionnaire is not very good because I have a time share and come every summer --you ought to have a place to
indicate people who come on an annual basis
•Your events have been outstanding!
•You’re doing great. We commute from GJ
•You used to have some snack/appetizer selections for food. Please have a couple(cheese & cracker selection?)
•You should not make us pour out our water bottles when we come in, we should be able to bring our own drinks inside.
•You are doing it all right
•You are doing great job!
•You are doing fine, thanks.
•You are doing a great job as it is
•Yes love Joshua Bell but he needs to be with his orchestra This year the group was too small
•Work with the town and CDOT to buffer the amphitheater from highway noise, especially toward the northeast end of the
lawn.
•With the Covid issues this year I believe you did very well with ticket sale timing.!
•Wish there were more events and some pop music. If you go for 1 week there is not much available
•WHY NOT ACTIVATE LARGE TV SCREEN FOR ALL PERFORMANCES...NOT JUST ONES FOR STREAMING
•Where possible, I'd welcome efforts to increase some racial diversity onstage
•When the orchestra plays more familiar tunes it enhances my experience. As well as when singers join in… if they sing well
known songs then everyone is toe tapping and humming along.
•When doing right away or pop music, aim The productions and the soloists toward more recent Broadway productions.
That being 60s 70s and 80s.
•Website was a little hard to maneuver around when upgraded tickets became available because of rain, but I figured it out
•Web access to ALL programs, not just of the month
•We were entirely satisfied with our experience. You can't do much about the weather.
•We love Joshua Bell, but perhaps a rotating top ten orchestra (ie Cleveland) as the first performance could change things
up a bit and be valued added to the experience.
•We like the evening just as they are. 6-8
•We had ADA needs and some of the staff weren't "on it," like the golf cart drivers. They didn't know that the ADA stop for
ADA Lawn was the first stop going downhill, so we were directed to the bottom entrance that required stair climbing and
a longer walk. Ouch. Once we knew what to do, the 2nd and 3rd concerts went better. But gosh, when you're in pain
because the folks giving directions and driving the carts can't get you to the right place because they don't know better....
you can do better on that.
•We are very happy with the way things are.....except for the rain!!
•We are satisfied
•We applaud ALL that Bravo Vail does -and are so grateful we can attend at least a couple of concerts each year. Thank
you!
•Virtual and/or in-person pre-concert lectures
•Very happy
•Use Vilar for all chamber music.
•Use the video screen for more concerts so those on the lawn can see more detailed views of the performers
•Use the large video screen to improve view of lawn patrons
•Use the jumbo TV for all concerts
•USE THE JUMBO TRON!!!!!!!!
•Use the big video screen!!!
•Use large TV screen to show musicians on video
•Update website and/or social media when concerts are in "sold out" mode
•Turn off the fan over the bathrooms on the west end during performances.
•Try to have a variety of orchestras over the next 10 years
•Try not to charge to move people inside the amphitheater if it starts raining
•Too many people bring active, noisy infants and young children, using Concert venue as a nursery/babbysitter. Distracting.
•Ticket buying was a disaster this year.
Bravo! Vail -One Change Comments
•This season was amazing, especially considering the challenging events of the past year...enough said
•The top step on the left side of the lawn, looking up, should be replaced, it is too high. Worse coming down than going up.
•The programs these past years seem geared to what the musical director wants rather than what the audience might
enjoy. Every performance doesn’t have to be a lesson in music theory. Going to Vail for Bravo is time consuming and
expensive. I’d like to be entertained some instead of lectured.
•The only thing I could think of is to get better speakers toward the back of the lawn (not sure if that's even possible?).
When there was speaking on a microphone, it was very hard to hear from our seats on the lawn.
•The mixing/mic situation at Tao Plays Shostakovich was off --lots of background noise (musicians hitting mics) and very
uneven mixing (featured instruments hard to pick out). Could have been better, but the rest of the concert was great.
•The lawn levels should be flat so people aren’t sliding forward.
•The lawn ADA lady was VERY rude. This was actually at Monday night's Dance performance (8/9)
•The Kelli O’Hara show was not “Broadway “ -showcased her voice but was not classical Broadway music. Orchestral music
wasn’t either.
•The food was better with your former vendor and please use the giant screen more.
•The food selection isn't great. We had an Asian noodle bowl with Mexican chicken on it?????
•The experience is quite good.
•The content of the writing in the program on the composers and pieces of music must be improved.it is extremely poor
•The Chamber music experience is much better at the Donovan Pavilion not the Vilar
•The Chamber Concert we attended was in Beaver Creek -and INDOORS. Sure enough, there was a covid attendee. UGH.
It would have been nice to have an outdoor venue for this. Perhaps the white tent at Arrabelle could have been used or
another smaller tent erected In Vail proper whether Vail Village or Lionshead to seat ~ 500 attendees for the Chamber
Series. Not only would this have been a better choice given covid but not require the 20-30 min drive to Beaver Creek.
•The acoustic on the first calf of the program was not overly good but after they removed the piano and pulled the
orchestra forward was much better
•Tables for dining
•Streamline the lawn chair rental process -leverage technology more. The volunteers / staff were great and so friendly but
the process could be more efficient.
•Storage for our lawn chairs near the venue (At our age it is difficult to carry our chairs up and down the hill
•Stop the silly need to empty ones water bottle on entrance
•Stay in business
•Start some performances at 4-5 pm
•Spread out the NYP concerts -6 in 8 days was too much!
•Sometimes the event goes on a little too long.
•Somehow block the sun at the Ford Pavilion
•Shuttle from parking structure or free bike shuttle or electric cart shuttle.
•Shut off the fans in the building next to sec 1 noise
•Shade over the waiting area entrance on the east side of the amphitheater
•Sell merchandise
•Seating/tables for preconceptions dining
•Seat selection
•Restrict screaming and whistling of audience members, most of whom migrate from lawn seats!
•Reserved parking
•Require patrons to wear masks.
•REQUIRE ALL ATTENDEES TO WEAR MASKS AND BE FULLY INOCULATED
•Remind people to not talk or eat during performances
•Quit having folks have to show up at 4:30 in the morning to get in line to but 4 of July tickets!
•Put up a better drainage pipe off the back-of-the-stage where the water gushes (and roars) during rain events
•Put a mirror over the piano so the right side of the theater can see the hands
•Push the schedule from June into Aug
•Provide parking closer to the Ford Amphitheater.
•Provide more programs like the Dallas Symphony's ragtime to jazz performance.
One Change Comments
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -One Change Comments
•Provide more parking.
•Provide low cost hotel so don't have to drive to and from denver for the concert
•Provide for more accessible closer to the Amphitheater parking
•Provide concert goers discounted room rates
•Provide cart transportation to and from city bus transit stop.
•Provide better parking
•Provide better info about ticket access for non-donors.
•Pre-concert talk
•Pray for good weather!
•Post next year's schedule as early as possible
•Possibly give more hotel info or recommendations other than just links to their sites? Or discounts
at hotels for Bravo attendees?
•Possibly future rehersal access for better music understanding and pre-concert talks about
programs is very helpful for learning
•Please make it more affordable for families with kids, especially with kids over 12 years of age.
•Please let me purchase good seats (first rows, sections 2&3 pavillion) instead of leaving it to
chance like 2021!
•Pick the best soloists available
•Perfect the way it is. Best pet of our summer
•Pay for chair rental when buying tickets so it's a contactless experience
•Parking used to be easier
•Parking space
•Parking on the 4th was a diasaster. Do not schedule other events that take up parking on this
date.
•Parking is really tough--not a whole lot you can do about it.....
•Parking is an issue.
•Parking is always an issue. Need more handicap parking for elderly.
•parking and bus transportation
•PARKING
•PARKING
•Parking
•Parking
•parking
•Opera
•Open up street parking on frontage road
•Open up sold seats but unused at concert date in the Pavilion to others.
•Open the piano toward the two middle sections, so that the left section gets more sound.
•ONE thing -no rain please
•Offer symphony events in August if possible
•Offer high quality boxed dinners
•Nothing, you all top yourselves each season. Thank you.
•Not that I can think of. We thoroughly enjoy and look forward to Bravo! Vail concerts. It is a
highlight of our summer. Thank you for all that you and your staff provide.
•Not really. I love the Dance festival and only so much time available to do both in one season so I
alternate between them
•Nope ... it's already awesome!
•None-events were outstanding
Bravo! Vail -One Change Comments
•No. I love BRAVO
•No. I am satisfied everything you offered.
•no; it was amazing
•No--the attendee is provided an extremely good experience!
•No offense intended but some younger volunteers, as well as those who have been around awhile,
would be welcome.
•No more covid 19
•No babies
•Needs parking garage near amphitheater and more golf carts to ferry us up hill
•Need to play the national anthem before each and every performance. Just like ML Baseball does.
•Nancy Stevens and Amy are wonderful
•My only disappointment was the selections that the New York Philormonic chose for Broadway hits.
They were so outdated that most people never heard of them. I think someone needs to rethink what
would be most appealing.
•Music that has not be played at Bravo frequently
•More well known classics
•More video of the orchestra for the lawn seating /viewing
•More variety—such as an opera, movie features with music, cirque du soleil type performances
•More variety in food vendors
•More use of cameras for lawn seats
•More upgrades for lawn pass holders
•More stairways from the lawn down onto the walkway
•More staff/volunteers at entrance (bag checkers and ticket takers, bag checkers) Often gets jammed up
due to people trying to find whatever they need before entering.
•More seating around the concession areas to eat.
•More recent music-tired of the same music constantly repeated
•More pre concert talks -Robert Greenberg would be great!
•More popular music even "pops" dare I say
•More Pops concerts with each of the orchestras
•More pops
•More pop music
•More parking shuttles
•More parking shuttles
•More parking close to venue
•More parking at Ford!
•More parking
•More parking
•More opera
•More on site parking
•More music!
•More modest pricing for pavilion
•More lectures before concerts
•More large orchestra dates
•More international orchestras
One Change Comments
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•Bravo! Vail -One Change Comments
•More info on the Bravo/Vail website about the local Vail shuttle schedule
•More high profile artists
•More handicap transportation from the Ford amphitheater to busses and parking lot
•More handicap access
•More golf carts for elders and handicaps
•More golf cart shuttles
•More frequent shuttles from parking to venue
•More frequent and more transportation between parking and amphitheater and more Pops Concerts
•More food choices
•More food and drink options. More locations selling food/drinks.
•More events
•More diversification of music. The pops was a sellout!
•More diverse artists
•More dates / availability
•More convenient parking
•More contemporary music
•More concerts with Vocals
•More concerts
•More close-in parking
•More classical / less “fluff”
•More carts
•More Broadway and less John WIlliams
•More beethoven mozart bach chopin
•More attention and real evolvement in the valley schools of course musically!
•Modern classical
•Mixture of music presented. Classic, opera, pops
•Misters in waiting pavilion maybe? Some of the older patrons were hot even in the shade.
•Meet the muscians
•Maybe run it a little longer.
•Maybe lower prices a bit.
•Maybe a note about short lawn chairs? It's a stupid request but my mom and I walked over a mile and a
half with our regular chairs and weren't able to use them... That being said I'd do it again!
•Make the lawn seats more accessible for older people. The steps are so far apart, they were hard for my
elderly father to manage.
•Make the concerts longer. The concerts this year were a little short.
•Make sure it doesn’t rain😂👍🏻💕
•Make parking instructions better -and glass of wine was $10 -way overpriced
•Make intermissions shorter
•Lower or eliminate close in parking fee
•Lower food prices
•Lower concession prices. More Beethoven. More Baroque music.
•Longer residence for orchestras
•Bravo! Vail -One Change Comments
•Limit rain!,
•Let us donors choose our own seats (of course this year you had to deal with the virus and changing guidelines
•Let people bring certain quantities their own alcohol
•Let lawn goers into pavilion if there is a down pour of rain
•Less volume on the mics
•Kelli O’Hara was extraordinary! Please continue to showcase Broadway artists with these symphony orchestras.
The musical theatre canon needs to continue to be heard. Thank you for bringing these concerts to Vail!
•Keep Joshua Bell coming back!
•Keep it coming! This summer events were very rememberable
•Keep having many performances!!
•Keep Glenwood Canyon open so that we can get there! 😊
•Keep focus on classical orchestra pieces
•Keep doing it.
•Keep doing Bravo Vail
•Keep doing a great job!
•Keep bringing the great orchestras!
•Keep bringing great music to Vail
•Joushua bell
•It's perfect! However we would love to know if there will be an encore!
•It was perfect -except the rain! But don't cover the lawn seating -charming!
•It was all great
•It might be nice to push the Bravo Festival to later weeks in the summer so that it isn't quite so cold in the
beginning
•It is still a bit challenging ordering tickets for a specific date.
•It is perfect
•It is important to make sure that the soloist is not diminished by the conductor. Some of the soloists are small and
the conductors are large. The soloist should stand further forward where the audience can see and hear them.
•It is good as it is.
•It is a real hassle to drive 70 from Denver on the weekend. Perhaps more concerts during week for the front range
patrons.
•Indicate chair rentals are available on the website
•Increase handicapped parking spaces.
•Include more Broadway, selections from current shows. Continue the live score movies
•Improve the selection of music for Broadway night (a la the Gershwin night or WIcked night). This year was esp
disappointing. (Ragtime was fantastic)
•Improve seating numbers on your website or change in the theater
•Improve parking access.
•Improve parking
•Improve food service
•Improve bar concessions -understand the whole concession thing and assume they pay big commissions however
the inability to get a decent glass of wine at a regular bar price is frustrating. Don't mind paying $15 or so for a
glass but not for what they pour. One high note of bar is the staff that worked there this year. Friendly engaging
and patient with those who stood in line for 5 or more minutes and still could not make a decision.
•Improve access
•If possible have “pop up” smaller concerts throughout the Vail/Beaver Creek villages
•If COVID is still a concern, tighter protocols.
•If COVID continues to be a problem, I wish the buses wouldn't pack us in so tightly-no distancing at all.
•If concerts started at 5 pm, it would be easier to dine afterwards.
•I wouldn't change anything. Thanks!
One Change Comments
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -One Change Comments
•I would have loved to have the "big screen" show the composer so when sitting up on the lawn, we could see the composer, or
highlighted musician better.
•I wish there were more concerts like the Women of Soul this year and women of Rock a few years ago. We love classical music but
more variety would be nice!!
•I will come back if you are able to offer affordable standby seating in the auditorium, where the amplification is less of a factor.
Otherwise, with my current budget, it is not worth the trip from Denver, no matter how delightful the atmosphere is.
•I particularly like piano concertos
•I like things just as they are.
•I know you can’t do much in this regard but closer parking would be great
•I have no suggestions
•I hate that the volunteers rummage through the food in our food basket every time we arrive, they have been picked with toothpicks,
upset carefully balance items, and we have never "smuggled" drinks in! Get a grip and stop this unsanitary procedure.
•I had a male employee/volunteer yell at me and my daughter when we ran for cover from the rain. He told us "you need to move
now" I was surprised how rude he was to us. I was in the middle of asking a female volunteer where we could go for cover when he
yelled at us. She was most polite and showed us where we could take cover. I almost let his behavior ruin my night.
•I had a double booked ticket for one night---this made me very nervous but there was a nearby seat that I took. There was not time to
go to the ticket office before the concert started---just to be more careful--than you
•I can’t think of a thing. You are fabulous!
•I can't think of a thing. It was wonderful.
•I bought tickets the very first day they went on sale in May. The website showed that almost everything was practically sold out. I then
learned that there were many more seats released. I don’t remember getting an email. The only time I felt the communication was
lacking. Otherwise always a wonderful experience
•I always wondered if the 6pm start time is the best or not -it's good for folks on lawn bringing a picnic but for anyone else it's
awkward as you get out pretty late to catch dinner at 8pm and eating beforehand means a 4:30 meal. Would starting an hour earlier
be better?
•Husband is disabled. Make sure the golf cart is available at both lots
•How about some solo recitals?
•Hopefully they will be back to full size orchestras
•Hopefully bring full orchestras next year
•Hold off the rain. :)
•Highway noise baffle
•Have umbrella to rent for rainy nights
•Have the screen showing the orchestra for concert, they did not for the lawm people for the diva's concert
•Have the Philadelphia Orchestra play more concerts!
•Have more shuttles from the Parking deck to the Pavillion. That is a long and strenuous work for the older people who are not used to
the altitude.
•Have more performance to enjoy
•Have more concerts like Queen of Soul!
•Have more concerts at amphitheater
•Have more artists like Kelli O'Hara
•Have it easier to find places to stay within walking distance
•Have fewer patriotic/movie/Broadway concerts
•Have Coke not Pepsi!!!!
•Have better quality of food at concessions
•Handicap transfer to main in town bus
•Handicap parking was gone by 4:15PM for a 6PM performance. We appreciated the ride we got to the amphitheater but after the
concert, the cart person was unwilling to take us to our car, which was as far away in the lot as you could get. This create d a real
hardship for two members of our group who could physically barely make it that distance. That was very disappointing as we had
made a special effort to arrive early, only to find all the hcp spots taken. I appreciate the cart folks are trying to trans port as many
people as quickly as possible but we really felt quite stranded.
•Handicap parking closer to the theater.
•Handicap access in beaver creek was horrible. Pretty good in Vail.
•Hand rails on all steps
•Had no complaints
•Great job
•Great every year! Love the wonderful concert volunteers.
•Great event
Bravo! Vail -One Change Comments
•Give us seats in the section requested when making reservations. We have sat there for yrs. but not this one.
•Get rid of Ann Marie she shouldn’t be allowed to talk
•Get Mother Nature to cooperate with concert times! ;-)
•Generally very happy
•Friendlier Staff and flexibility for cover during inclement weather
•Fresh music.
•Free parking
•Figure out better parking!!
•Faster responds via email.
•Extend the season through Labor Day
•Extend the season is truly the only way it could get better. My family loves the atypical concerts (i.e: Sings Broadway, music of
movies) what about an evening of blues?
•Expsnd parking
•Expanded dining opportunity at the venue
•Expand restrooms.
•Expand food menu prior to concert
•Excellent as is!
•Everything was great
•Everything is always wonderful!
•Ensure that other events do not take up parking for the concerts
•Ensure good weather!.... seriously, you are magnificent.
•Enlarging the Betty Ford Garden
•Enjoy what you are doing
•Enhance to sound for concertos -often difficult to hear piano
•Enhance sound quality for lawn seating. Couldn’t hear the conductor at all and the music sounded faint. Maybe speakers
weren’t working that evening. It was July 27th.
•Enforce the chair height limit on the lawn.
•Encourage mask wearing, and require proof of vacination for indoor chamber events.
•Enable “check in” feature on FB for each performance!
•Email the schedule before the season begins
•Elevate woodwind so we can see them
•Easier seat selection
•Easier access parking
•Earlier notice on availability of reserved spots at non-amphitheater events if required by covid conditions.
•Don’t succumb to the status quo
•Don’t let it rain until 8:30. :)
•Don’t change anything
•Do something about the parking!
•Do not have softball schuled at the same time as concert. Had difficulty hearing the music over the ball game noise behind us.
•Do another opera. We loved it. But we love everything we go to listen to and see.
•Discounts
•Dinners w the symphony
•Cushion for the seat / I should get one! : -)
One Change Comments
17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Bravo! Vail -One Change Comments
•Crowd control on lawn
•Coordinate with Vail Jazz to not have events at the same time. Maybe Jazz could do Sunday music at 3PM at
Solaris so patrons can go to both.
•Control Glenwood Canyon mudslides!
•Continue the wonderful programming
•Continue the special events at Vilar; Finckel and Wu Han, for example
•Congratulation!
•Concerts also to be streamed at the big screen, not only the ballet
•Cocktails with the orchestra
•Closer parking for handicapped
•Close the softball fields on concert nights at the amphitheater so that conflicting noises do not interfere
with the enjoyment of the concert.
•Clearer directions for handicapped parking
•Clarify on website wine has to be purchased in a bottle
•Chase the crows away. Suggest a drone or laser.
•Charge me a $25 corkage fee and let me bring my own wine.
•Can’t think of anything! You do an outstanding job all around.
•Can’t think of a thing. It’s a wonderful event every time
•Can’t think of a thing. It was a wonderful event
•Can you control the weather?
•Buses back to parking
•Broader scope of musical selection
•Bring each orchestra's full complement of musicians, especially full string sections: 16,16, 12, 8, 7
•Bring chamber music closer to Vail Village/Lionshead
•Bring back the movie soundtracks concert
•Bring back the family movie night where the orchestra plays the score. It’s the concert my kids love the
most and a great way to engage children.
•Bring back supersaver tickets
•Bring back St. Martin's in the Field with Joshua Bell playing the Tchaikovsky violin concerto as was planned
this year
•Bring back Kelly O'hara and let her sing for a greater portion of the concert.
•Bring back dinners with the orchestra musicians.
•Bought tickets early on with very little availability. Then later on, tons of seats opened and I had to go
through the hassle of upgrading and adding concerts for which there were very few undesirable seats early
on. This is the first year this has happened.
•Bigger
•Better wine by the glass and better beer selection.
•Better transportation from concert to parking. All up hill is tough.
•Better sound barrier on playground berm to reduce highway noise.
•Better quality wine and bar options, gluten free light menu options vs sandwiches and candy
•Better programming of the large orchestras. It is now dumb downed.
•Better parking/3 Pops concerts per season
•Better parking/ more info about parking
•Better parking options close in--money is not too important
•Better parking and more pops and Queens of Soul type events
•Better parking and access particularly for disabled
•Better Parking
Bravo! Vail -One Change Comments
•Better parking
•Better parking
•Better parking
•better parking
•Better manage lawn etiquette including chair heights and amount of space a party grabs.
•Better info on parking and availability. Is the Valet parking always available ? directions to the parking area above
or south of the amphitheatre.
•Better food vending please. We eat before the concert & the catering this year wasn't the greatest.
•Better food choices at the concessions kiosk
•Better food choices
•Better compositions.
•Beginning at 5:30 --that gives the opportunity for an earlier dinner (following the performance)
•Bag checkers should wear gloves
•Availability to rent lawn chairs right there
•Attending Bravo Vail is a highlight of our summer. Seeing world class orchestras and artists in such a beautiful
setting is a treat. We attended the Kelli O’Hara concert. We were in the front row on the far right facing the stage.
Because of the way the musicians were placed, we never saw her. Maybe volunteers could sit in some of the seats
to make sure everyone has an unobstructed view? We will just choose different seats next time. See you next year.
•At times persons speaking on mikes couldn’t be heard on the lawn
•Assure that parking is available closer to the amphitheater
•Ask helpers to treat attendees with greater respect
•As guild member my diecific needs would be more convenient parking and open the grill ten minutes earlier .
•Amplify the music more so those in the back can hear it over the softball games.
•Always have good weather 😊😎
•Although I am able to buy tickets early, my seating options are always in the last 3 or 4 rows. Why? I want more
options. Also the sun in June is always an issue. We in the back have to shield our faces with the program or bring
something to cover up. Don't know what can be done, but you asked.
•Allow us to bring in our own coffee
•Allow those of us over 80 a way to secure 4th of July seats without standing in line early morning
•Allow retired teachers season educator pass, I need it now more than ever! I use to come to every performance. I
could afford two!
•Allow lawn chairs with legs up to 12 inches
•Allow entry to free ticketed concerts by priority of earliest purchase.
•Allow freedom of choice in our future
•Additional sound reduction from I70 traffic
•Additional pop-up concessions before concert and during intermission to reduce lines and allow patrons to get to
their seats
•Add to the length of the performances
•Add more pops
•Add another pops concert.
•Add an 8:30 East Vail bus
•Add a cheese plate to the menu
•Accommodation for heavy rain storms
•A quick listing of each concert/activity. Small groups playing ALL kinds of music.
•A movable roof over the lawn area -not very realistic but why not have hope-but rain was needed.
•a more varied menu in the food bar
•A little more time between concerts
•More golf carts to get to/from Ford Amphitheater
Media/Awareness
Media/Awareness
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•Bravo! Vail -Media/Awareness "Other" Comments
•While in town, visiting a few years ago
•We were on vacation and staying in Vail. We happened to walk by the amphitheater and
bought tickets to see the Dallas Symphony play Mozart’s requiem. From there we were
hooked!!
•We are a sponsor
•Visiting Vail for years
•Visiting the Betty Ford Garden and talking to ticketing agents about the events
•Summers in VAIL
•SPCO member
•Searched for music in/around Breckenridge
•Piano lessons were held at a building at my place of work.
•Little listeners
•Listened to rehearsal from Gardens
Bravo! Vail -Media/Awareness "Other" Comments
•Job -I'm a musician
•I have presented pre-concert talks.
•I am a member of The Philadelphia Orchestra.
•Happened to hear rehearsals walking river walk -and then got tickets
•From participaption in BRAVO's after school Music Makers program
•Former Summit County resident and BV subscriber
•Follow local Dallas Orchestra and former participant in Festival
•Dallas symphony member
•Dallas Symphony employee
•Dallas Symphony
•Dallas subscriber
•Curtis YoungArtists program
0%
20%
40%
60%
80%
100%
Bravo! Vail
Website
Email Friends/Family Newspaper Social Media Printed
collateral
Prior
Attendance
Other (please
specify)
Other Website Radio Concierge
57%
50%
23%
14%9%9%8%3%3%3%1%
Bravo! Vail -Media/Awareness
(Multiple Response)
2021
Media/Awareness
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes, and I watch some videos Yes, but I don’t watch the videos No, I do not follow Bravo! Vail
34%
10%
56%
Bravo! Vail -Do you follow Bravo! Vail on social media?
2021 N =682
0%
20%
40%
60%
80%
100%
Yes No
26%
74%
Bravo! Vail -Did you engage with the new Bravo! Vail app?
2021 N =682
Media/Awareness
19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
88%85%89%87%
4.4 4.4 4.5 4.4
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 experience Ease of use Quality of the information Helpfulness of the information
Bravo! Vail -App Attribute Satisfaction Ratings
% Rated '4' or '5' 2021 Mean Rating 2021
Spending Habits
Spending Habits
22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
Food and
beverage
Lodging and
hotel expenses
Bravo! Vail
direct expenses
Parking Shopping Activities Ticket Sales Total Direct
Spending
$3,886,661 $4,762,712
$449,731 $113,688
$1,362,513 $848,030
$1,754,233
$13,177,567
Bravo! Vail -Expenditures in the Town Vail
(Only those who came for the Event)
Attendance and Revenue Generation
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, 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.
Bravo! Vail estimated revenue generation for the Town of Vail: $13M.
41,474
14,552 13,007
$13,177,567
$(1,500,000)
$500,000
$2,500,000
$4,500,000
$6,500,000
$8,500,000
$10,500,000
$12,500,000
$14,500,000
0
10,000
20,000
30,000
40,000
50,000
2021
Bravo! Vail -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for VIDF)Gross Revenue Generation
Accommodations
Accommodations
26INTERCEPT 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 15+
24%27%19%13%9%9%
Bravo! Vail -Nights Stayed Categories
(All Accommodations)
2021 N =359
Average nights stayed (all accommodations) -5.5
Average nigths 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.
27%
3%
27%
7%
23%
1%6%6%
Bravo! Vail -Accommodations
2021 N =744
Accommodations
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
4%8%7%2%0%2%4%1%7%3%0%0%1%
57%
0%3%0%
Bravo! Vail -In what town did you stay?
(All accommodations)
2021
N =530
Geographical Data
Geographics
29INTERCEPT 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
23%
6%
26%
43%
2%
Bravo! Vail -Market Segment
2021 N =744
0%
20%
40%
60%
80%
100%
Colorado Texas Florida Pennsylvania Arizona Mexico New York California Illinois Virginia
54%
12%8%4%2%2%2%1%1%1%
Bravo! Vail -Top Ten States/Countries of Origin
2021 N =744
Demographical Data
Demographics
31INTERCEPT 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
6%
48%
8%
22%10%4%2%
Bravo! Vail -With whom did you attend?
2021 N =744
0%
20%
40%
60%
80%
100%
Yes No
71%
29%
Bravo! Vail -Did you attend with children < 18?
(Asked only of those who attended with 'Family (including children)')
2021 N =77
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
12%
55%
13%
2%8%11%
Bravo! Vail -Family Status
2021 N =666
0%
20%
40%
60%
80%
100%
Own Rent Prefer not to answer
90%
7%4%
Bravo! Vail -Own vs. Rent Primary Residence
2021 N =660
Demographics
33INTERCEPT 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 Prefer not to answer
0%3%2%
28%
65%
1%
Bravo! Vail -Education Level
2021 N =660
0%
20%
40%
60%
80%
100%
1%4%5%11%
33%28%17%
Bravo! Vail -Income Categories
2021 N =397
Demographics
34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Less than 250K 250K-500K 500K –1.5M 1.5M –3M 3M-10M 10M-25M 25M+
8%8%
23%23%27%
6%6%
Bravo! Vail -Net Worth Categories
2021 N =657
0%
20%
40%
60%
80%
100%
Male Female Prefer not to answer
41%50%
9%
Bravo! Vail -Gender
2021 N =655
Demographics
35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
0%1%6%11%17%
65%
Bravo! Vail -Age Categories
(Does not include children < 18)
2021 N =556
Average age of respondents -66.4
Average age of children < 18 -9.1
0%
20%
40%
60%
80%
100%
White or Caucasian Prefer not to
answer.
Hispanic or Latino Asian or East Indian Black or African
American
Other (please
specify)
Native American or
Pacific Islander
Middle Eastern or
Persian
85%
11%3%2%1%1%0%0%
Bravo! Vail -Ethnicity
(Multiple Response)
2021
Demographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
55%45%
Bravo! Vail -Is Spanish your primary language?
(Asked only of those who are Hispanic)
2021 N =20
0%
20%
40%
60%
80%
100%
Yes No
27%
73%
Bravo! Vail -Would you prefer bilingual information regarding Bravo! Vail?
(Asked only of those whose primary language is Spanish)
2021 N =11
Demographics
36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Hiking Music Festivals Attending
festivals
Traveling Grilling Golf Cooking Road Biking Swimming Kayak/boat/raft
80%
69%
45%44%
33%32%30%26%24%15%
Bravo! Vail -Top Ten Favorite Summer-time Activities
(Multiple Response)
2021
0%
20%
40%
60%
80%
100%
Arts &
Culture
(dance,
music,
theatre)
Traveler Music
Festival
Enthusiast
Sports
Enthusiast
(hiking,
biking,
skiing)
Wine &
Foodie
Health &
Fitness
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Investment
& Money
Hobbies &
Interests
(collector,
crafts,
home shop)
Craft Beer
Enthusiast
Tech
Enthusiast
Other
(specify)
61%53%47%44%42%38%35%
19%16%9%7%6%4%
Bravo! Vail -Lifestyle Categories
(Multiple Response)
2021
Education & Engagement
Education & Engagement
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
20%
80%
Bravo! Vail Education & Engagement -Education & Engagement Event Attendance
2021
N =744
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
91%
9%
Bravo! Vail Education & Engagement -Reason for Visiting Vail
2021 N =152
Education & Engagement
39INTERCEPT 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
29%
2%
19%
48%
2%
Bravo! Vail Education & Engagement -Market Segment
2021 N =152
0%
20%
40%
60%
80%
100%
Colorado Texas Florida Pennsylvania Arizona
49%
12%9%5%3%
Bravo! Vail Education & Engagement -Top 5 States of Origin
2021 N =152
Education & Engagement
40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Community Concert
- Vail Interfaith
Chapel
Community Concert
- Lower Bench /
Ford Park in Vail
Family Concert -
Eagle Vail Pavilion
Little Listeners -
Avon Library
Little Listeners - Vail
Library
Family Concert -
Brush Creek
Pavilion
Little Listeners -
Gypsum Library
Little Listeners -
Eagle Library
59%
31%
12%10%8%7%5%3%
Bravo! Vail Education & Engagement -Event Attendance
(Multiple Response)
2021
0%
20%
40%
60%
80%
100%
First year attendees Returning guests
13%
88%
Bravo! Vail Education & Engagement -Prior Attendance
2021 N =152
Education & Engagement
41INTERCEPT 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.
20%
1%
31%
10%
29%
1%2%6%
Bravo! Vail Education & Engagement -Accommodations
2021 N =152
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
7%
22%29%
15%13%15%
Bravo! Vail Education & Engagement -Nights Stayed Categories
2021 N =55
Average nights stayed (all accommodations) -7.1
Average nights stayed (paid lodging in Vail) -6.4
Education & Engagement
42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
88
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2021 Net Promoter ScoreRecommendation DistributionAxis Title
Bravo! Vail Education & Engagement -Net Promoter Score
Promoters Passive Supporters Detractors NPS
Education & Engagement
43INTERCEPT 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
12%
51%
11%3%12%11%
Bravo! Vail Education & Engagement -Family Status
2021 N =136
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Friends and
Family
Family (including
children)
Family (not
including children)
Group
8%
40%
11%
28%
10%1%2%
Bravo! Vail Education & Engagement -With Whom Attended
2021 N =152
Education & Engagement
44INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Some College Associates Degree (2 year)Bachelor's Degree (4 Year)Post Graduate Degree
3%4%
24%
70%
Bravo! Vail Education & Engagement -Education Level
2021 N =135
0%
20%
40%
60%
80%
100%
$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+
3%11%11%14%
29%24%
9%
Bravo! Vail Education & Engagement -Income Categories
2021 N =76
Education & Engagement
45INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Own Rent Prefer not to answer
90%
7%4%
Bravo! Vail Education & Engagement -Own vs. Rent Primary Residence
2021 N =135
0%
20%
40%
60%
80%
100%
Male Female Prefer not to answer
37%
54%
8%
Bravo! Vail Education & Engagement -Gender
2021 N =134
Education & Engagement
46INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%1%6%10%14%
68%
Bravo! Vail Education & Engagement -Age Categories
2021 N =116
Average age of respondents -66.8
0%
20%
40%
60%
80%
100%
White or Caucasian Prefer not to
answer.
Hispanic or Latino Asian or East Indian Black or African
American
Other (please
specify)
87%
9%4%2%1%1%
Bravo! Vail Education & Engagement -Ethnicity
(Multiple Response)
2021
Education & Engagement
47INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Hiking Music Festivals Attending
festivals
Traveling Cooking Grilling Swimming Golf Road Biking Fishing
84%
70%
53%44%35%33%28%27%19%17%
Bravo! Vail Education & Engagement -Top 10 Favorite Summer-time Activities
(Multiple Response)
2021
0%
20%
40%
60%
80%
100%
Arts &
Culture
(dance,
music,
theatre)
Music
Festival
Enthusiast
Traveler Health &
Fitness
Wine &
Foodie
Sports
Enthusiast
(hiking,
biking,
skiing)
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Investment
& Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Tech
Enthusiast
Craft Beer
Enthusiast
Other
(specify)
64%60%56%
43%40%39%38%
19%15%11%9%6%6%
Bravo! Vail Education & Engagement -Lifestyle Categories
(Multiple Response)
2021
Education & Engagement
48INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total Population 8,473
Days in Attendance 2.85
Total People 2,973
% Came for Events 91%
Total People came for Events 2,699
% Attending Vail Events 73%
Total People Attending Vail Events 1,978
Total Paid Lodging Guests 507
Paid Lodging Guests in Vail 406
Other Overnight Guests 859
Locals -Instate Visitors 612
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$330,898 $426,192
$254,153 $252,212
$1,263,455
Bravo! Vail Education and Engagement-Expenditures in the Town Vail
(Only those who came for the Event)
Education & Engagement
49INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$330,898
$148,371 $89,041 $104,479
$672,788
Bravo! Vail Education and Engagement-Expenditures in the Town Vail by
Paid Lodging Guests
(Only those who came for the Event)
Average spend by attendee -$1,657
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
$2,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$815
$366 $219 $257
$1,657
Bravo! Vail Education and Engagement-Average Spending by Paid
Lodging Guests
(Only those who came for the Event)
Education & Engagement
50INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Dining Spend Retail Spend Activities Spend Total Spend
$277,821
$165,112 $147,733
$590,666
Bravo! Vail Education and Engagement-Expenditures in the Town Vail by
Non-Paid Lodging Guests
(Only those who came for the Event)
Average spend by attendee -$402
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
Dining Spend Retail Spend Activities Spend Total Spend
$189
$112 $100
$402
Bravo! Vail Education and Engagement-Average Spending by Non-Paid
Lodging Guests
(Only those who came for the Event)
End of Report