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HomeMy WebLinkAbout12. TOV Summer 2020_Post Trip Results_9 30 20. Town of Vail Summer Post-Trip Survey 2020 1 Introduction and Methodology The Vail Summer Post Visit is a research project conducted by the Town of Vail and the Vail Local Marketing District (VLMD). It is intended to track information from guests that visited Vail during summer 2020 and that logged into the Discover Vail WiFi site. This report includes data collected through September 26, 2020. If you have questions the results please contact Chris Cares at RRC Associates: chris@rrcassociates.com. This survey will continue through September and a more comprehensive analysis of results will be presented in October. Updates to the survey data will also be provided to staff periodically and results can be probed if there are specific questions that can be addressed through the research. 660 Surveys through September 26, 2020 Table of Contents Demographics 2 Respondent Geography 3 Net Promoter Score & Ratings 4 Prior Visitation 5 Lodging 6 Trip Spending 7 Information Sources 8 Experiences & Activities 9 Vacation Preferences & Other Destinations Considered 10 Welcome Center 11 Pass Ownership & Vail as "Green Destination" 12 Covid-19 Special Questions 13 Selected Questions - US vs. International 14 - 15 Parking Counts 16 Town of Vail Summer Post-Trip Survey 2020 1 . Single, no children Single with children at home Single with children no longer living at home Couple, no children Couple with children at home Couple with children no longer living at home n= 15% 3% 5% 16% 37% 24% 572 Which category best describes your family status? Under $25,000 $25,000 - 49,999 $50,000 - 74,999 $75,000 - 99,999 $100,000 - 149,999 $150,000 - 199,999 $200,000 - 299,999 $300,000 - 499,999 $500,000 and over Prefer not to answer n= 2% 2% 6% 7% 15% 15% 12% 12% 8% 20% 551 Which category represents the annual income of your household before taxes? . Town of Vail | Summer Post-Trip Survey 2020 Demographics 2 Overnight visitor (spent one or more nights away from home) Day visitor (left home today and returned home in the same day) Seasonal resident (second homeowner) in Vail/Eagle County Full-time resident of the Town of Vail/Eagle County n= 63% 19% 13% 5% 658 Which best describes you and your Vail visitation? Female 51% Male 49% Other - I prefer to identify as: 0% n=575 Respondent Gender: Spouse/partner Children 17 and under Friends Other relatives Children over 18 No one, traveled alone Organized tour group Other n= 72% 30% 20% 14% 13% 7% 0% 1% 558 Who did you travel with on your visit? (Please select all that apply) 2% 0% 0% 0% 12% 2% 0% 1% 1% 0% 2% 2% 1% 2% 0% 1%1% 2% 2% 2% 1%1% 1% 0% 0% 0%2% 2% 1%3% 1% 6% 0%35% 5% 0%3% 0% © 2020 Mapbox © OpenStreetMap US State Colorado Texas Florida California Mexico Illinois Arizona Ohio Wisconsin Other n= 35% 12% 6% 5% 4% 3% 3% 2% 2% 27% 533 State: Top 10 . Town of Vail | Summer Post-Trip Survey 2020 Respondent Geography 3 1% 0% 0%0% 1% 2% 0% 5% 0% 3% 1% 4% 8% 0% 2%4% 5% 2% © 2020 Mapbox © OpenStreetMap Colorado County Denver Jefferson Arapahoe Boulder Douglas El Paso Adams Broomfield Larimer Out of state/foreign Other Colorado n= 8% 5% 5% 4% 4% 3% 2% 2% 2% 63% 4% 506 Colorado County: Top 10 0%35% 0%13% Overall NPS Score 76% NPS score is the percent of promoters (9 & 10) minus the percent of detractors (0-6). Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= 82% 11% 7% 75.6 578 83% 11% 6% 76.7 257 79% 15% 6% 73.6 125 79% 13% 8% 71.8 117 90% 4% 6% 83.1 77 . Rating Category Avg.n=Dissatisfied (1 & 2)Neutral (3)Satisfied (4 & 5) Cleanliness of the Town of Vail’s streets and outdoor spaces 4.9 564 Ease of public transportation 4.7 318 Lodging experience 4.5 415 Interaction with local shops 4.5 524 Ease of finding parking in Vail 4.5 486 Visitor information (signage, brochures, maps, etc.)4.5 433 Interaction with town greeters and/or Welcome Center staff 4.4 243 Interaction with local restaurants 4.4 558 Overall value you received for your money 4.2 563 1%2%97% 2%3%96% 2%7%91% 2%7%92% 5%8%87% 3%7%90% 5%11%85% 3%10%87% 2%18%80% Using a scale from 1 to 5, where 5 is "extremely satisfied," how satisfied are you with the following? *Categories are sorted in descending order by the average rating. 5 - Extremely Satisfied 4 3 2 1 - Extremely Dissatisfied Town of Vail | Summer Post-Trip Survey 2020 Net Promoter Score & Ratings 4 On a scale from 0 to 10, where 0 is Not at all likely and 10 is Extremely likely, how likely are you to recommend Vail to friends and family, as a summer destination? Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents None, this was my first summer visit One 2-4 5-7 8-10 More than 10 n= 32% 13% 25% 9% 5% 16% 565 43% 13% 23% 10% 4% 6% 253 18% 10% 29% 11% 5% 27% 123 40% 16% 25% 4% 3% 12% 113 3% 9% 28% 11% 8% 41% 74 Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip?Overall First time 32% Repeat 68% . Town of Vail | Summer Post-Trip Survey 2020 Prior Visitation 5 Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents None One 2-4 5-7 8-10 More than 10 n= 37% 12% 20% 8% 3% 20% 502 48% 10% 18% 8% 4% 12% 223 23% 17% 25% 10% 3% 22% 115 46% 12% 23% 9% 11% 101 10% 8% 10% 6% 8% 58% 62 Approximately how many times have you visited Vail in the winter and/or fall (November through April)?Overall None 37% Repeat 63% Town of Vail | Summer Post-Trip Survey 2020 Lodging 6 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 - 9 nights 10 - 14 nights 15 - 21 nights 45 - 90 nights Avg. n= 11% 20% 22% 15% 7% 5% 9% 4% 5% 1% 1% 4.4 391 How many nights did you stay in the Vail area on your most recent trip? Directly with hotel/lodge property Directly with a property owner (VRBO, Homeaway, Airbnb, etc ) Online travel agency (e g , Expedia, Travelocity) Another person (spouse, child, friend, etc ) Direct to timeshare Directly with a management company Vail Central Reservations Did not make advance reservations My companys travel department Travel agent/tour company Dont recall Other: n= 41% 13% 12% 12% 7% 3% 2% 2% 1% 1% 1% 7% 398 How did you book your lodging reservation? Town of Vail | Summer Post-Trip Survey 2020 Trip Spending 7 Overall OOS Overnight Colorado Overnight Day visitors Lodging (hotel/motel, camping fees, etc.) Restaurants / bars / food concessions Shopping / retail purchases (groceries, clothing, gifts, etc ) Recreation / sightseeing / entertainment(golf, gondola/on-mountain activities, movies, etc ) Other (excluding lodging) Local transportation (gas, taxi, Uber, etc ) Total $78 $58 $37 $19 $5 $5 $201 $99 $63 $39 $23 $5 $6 $236 $104 $60 $33 $13 $2 $2 $215 $0 $41 $36 $15 $7 $4 $104 Spend Per Person Per Day (Average): . Town of Vail | Summer Post-Trip Survey 2020 Information Sources 8 Recommendations from friends and family Google searches Review sites (TripAdvisor, Yelp, etc.) Specific destination websites Accommodation, air, or transportation sites (e.g., Airbnb) Ski resort websites Social media Online travel agents (Travelocity, Expedia, etc.) Magazines (online or publication) Travel books (e.g., Lonely Planet) Online ads Newspapers (online or publication) Recommendations from a travel agency Other: None of the above n= 73% 52% 38% 23% 18% 14% 12% 8% 4% 4% 3% 3% 3% 6% 7% 569 When making decisions about where to go for leisure trips during the summer, what information sources do you use to decide where to go or what to do? (Please select all that apply) Town of Vail | Summer Post-Trip Survey 2020 Experiences & Activities 9 Rest and relaxation Exercise (hiking, bike riding, etc.) Time in nature Sightseeing Family time Adventure Play Kid-friendly Other n= 76% 70% 60% 48% 47% 38% 28% 20% 9% 530 What types of experiences were you looking for in Vail? (Please select all that apply) . Dining out Shopping Hiking Vail Mountain (gondola ride, activities on top of mountain, etc.) Sightseeing Mountain Biking Road Cycling Water activities (rafting, fishing, stand up paddle boarding, etc.) Festivals, local events, or concerts Wedding or similar event Other n= 89% 73% 62% 42% 39% 19% 17% 16% 15% 2% 10% 504 Which of the following did you or your group participate in while in the area?   (Please select all that apply) Town of Vail | Summer Post-Trip Survey 2020 Vacation Preferences & Other Destinations Considered 10 Most of my vacations could best be described as: And how would you describe your recent Vail visit? Fast-paced, full of many activities that keep me on-the-go A mix of slow and fast paced Slower-paced, full of relaxation and "treating myself" None of the above n= 16% 65% 19% 0% 487 15% 47% 35% 2% 485 Nowhere else, just considered Vail for this last trip Breckenridge Aspen/Snowmass Beaver Creek Other locations outside of Colorado Telluride Crested Butte Steamboat Keystone Jackson Hole National Park Other locations in Colorado Winter Park Park City/Deer Valley Copper Mountain Whistler Heavenly n= 40% 26% 17% 13% 7% 6% 4% 4% 4% 4% 4% 3% 3% 3% 2% 1% 0% 489 Did you seriously consider a different summer resort for this past trip, and if yes, which one or two resorts did you most seriously consider? (Please select up to two locations) Town of Vail | Summer Post-Trip Survey 2020 Welcome Center 11 Yes No n= 11% 89% 542 Did you visit a Vail Welcome Center during your stay? Vail Welcome Center Lionshead Welcome Center Both n= 67% 25% 8% 60 Which Welcome Center(s) did you visit? 5 - Extremely satisfied 4 3 2 1 - Extremely dissatisfied Avg. n= 65% 23% 8% 2% 2% 4.5 60 Please rate your overall satisfaction with your Welcome Center(s) experience: Town of Vail | Summer Post-Trip Survey 2020 Pass Ownership & Vail as "Green" Destination 12 Yes No n= 32% 68% 499 Do you own or have you owned any type of Epic season pass? Yes No Uncertain n= 77% 2% 21% 534 During your stay, did you find Vail to be an environmentally friendly (“green”) destination? Town of Vail | Summer Post-Trip Survey 2020 Covid-19 Special Questions 13 Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents % 10 - Extremely Safe & 9 % 7 & 8 % 0 - 6 Avg. n= 62% 21% 17% 8.4 559 68% 22% 10% 8.7 250 60% 12% 29% 7.9 119 62% 24% 14% 8.5 115 48% 29% 23% 7.9 73 How safe did you feel with the additional protocols Eagle County has put in place to address COVID-19? Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Full-time residents Moving too slowly About right Moving too fast Not sure n= 11% 58% 12% 20% 568 10% 61% 8% 21% 240 11% 58% 13% 18% 121 8% 56% 8% 27% 108 13% 55% 20% 13% 71 19% 31% 46% 4% 26 How would you rate the pace of lifting restrictions on businesses and public gatherings in Vail? Overall OOS Overnight Colorado Overnight Day visitors Seasonal residents Full-time residents 5 - Very Strong Compliance 4 3 - Some Compliance/Some Noncompliance 2 1 - Very Little Compliance Avg. n= 47% 27% 22% 2% 2% 4.1 582 56% 27% 16% 2% 4.4 245 46% 24% 23% 4% 3% 4.0 122 37% 34% 25% 2% 2% 4.0 111 41% 25% 27% 3% 4% 4.0 73 28% 28% 34% 3% 7% 3.7 29 Using the following scale, how would you rate compliance with Vail safety protocols at this time? Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 14 International Mexico Canada Costa Rica n= 84% 12% 4% 25 International Country of Origin Overall U.S.International Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) NPS Score n= 82% 11% 7% 75.6 578 82% 12% 6% 76.2 479 81% 14% 5% 76.2 21 NPS Category / Score Overall U.S.International Overnight visitor (spent one or more nights away from home) Day visitor (left home today and returned home in the same day) Seasonal resident (second homeowner) in Vail/Eagle County Full-time resident of the Town of Vail/Eagle County n= 63% 19% 13% 5% 658 68% 21% 11% 508 36% 4% 60% 25 Which best describes you and your Vail visitation? Town of Vail | Summer Post-Trip Survey 2020 Selected Questions: US vs. International 15 Overall U.S.International None, this was my first summer visit One 2-4 5-7 8-10 More than 10 n= 32% 13% 25% 9% 5% 16% 565 32% 13% 26% 9% 4% 16% 468 20% 15% 20% 15% 5% 25% 20 Approximately how many times have you visited Vail in the summer (May through October) prior to this last trip? Overall U.S.International None One 2-4 5-7 8-10 More than 10 n= 37% 12% 20% 8% 3% 20% 502 38% 12% 21% 8% 4% 17% 418 15% 5% 5% 15% 60% 20 Approximately how many times have you visited Vail in the winter and/or fall (November through April)? Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 -4K -2K 0K 2K 4K 6K Vehicles/TransactionsTown of Vail Parking Counts: 2020 vs. 2019 2020 2019 -3,996 993 YOY Difference Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Date: [2020] 0K 1K 2K 3K 4K 5K 6K Vehicles/TransactionsTown of Vail Parking Counts: 2020 by Lot Dashed verticle lines represent Saturdays Frontage Rd. Red Sandstone Lionshead: Transactions Vail Village: Transactions Town of Vail | Summer Post-Trip Survey 2020 Parking Counts: April 1, 2020 to Date 16