Town of Vail Events June 3 rd - August 1st 2011

Objectives and Methodology The objectives of this study were to:  Understand who is attending Town of Vail events and what the spending habits are of the guests in attendance  Determine overall satisfaction with the Town of Vail events and what drives satisfaction Intercept surveys were conducted in a random fashion throughout the day at a variety of events hosted by Town of Vail. 565 Surveys were conducted at Town of Vail sponsored events from June 3 rd - August 1 st

Executive Summary More than seven in 10 guests feel it is “extremely important” for Vail to offer a variety of events throughout the summer. The majority of our guests that attend the Town of Vail events are locals or paid lodging guests.  38.6% of guests in attendance are staying in paid lodging  Of the paid lodging guests 74% are very satisfied with the value for price paid  The average guest plans to spend $170 per night on lodging for their group  34% of guests that attend Town of Vail events are locals of the area The net promoter score for Vail as a summer destination is 87.3% 58.8% of guests said they plan to shop, dine or have drinks while in Vail attending the special events  Dining and having drinks was the most popular activity with over 85% of respondents saying they have or plan to participate in this activity  The average group plans to spend just over $150 on things other than lodging while at Vail Guests were most satisfied with the Farmers Market (net promoters score: 86) and the Teva Games (net promoters score: 89) We will show results for the RMUSSSA softball once the event is complete in September *Net promoters scores are a gauge of how likely the guest would be to recommend the event/activity to his or her friends or family on a scale from 0-10 (9-10 –active promoters 7-8 –passive supports 6-0 – detractors). We subtract the detractors from the active promoters to come up with a score, higher the score is the more likely they are to recommend the event/activity.

Detailed Event Findings

Overall, how satisfied are you with the following club attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.” BBQ Bonanza Of the guests attending the event 56.3% just happened upon the event, followed by 31.3 % of guests that found out about the event through the newspaper. 35.4% of guests responded that the BBQ bonanza had a very significant influence on their decision to come to Vail The net promoters score for the BBQ Bonanza was a 66% Sample size for this event was 48 people that attended the BBQ Bonanza Means Overall, how satisfied are you with the following event attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.”

Overall, how satisfied are you with the following club attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.” Farmers Market Of the guests attending the farmers market 29.7 % found out about the event through the newspaper, followed by 24% of guests that hear about from word of mouth. 47.2% of guests responded that the Farmers Market had a very significant influence on their decision to come to Vail The net promoters score for the Farmers Market was an 86% Sample size was of 231 guests attending the farmers market Means Overall, how satisfied are you with the following event attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.”

Overall, how satisfied are you with the following club attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.” Arts Festival Of the guests attending the Arts Festival 39.8% found out about the event through the newspaper, followed by 30.1% of guests that just happened upon the event. 24.1% of guests responded that the Arts Festival had a very significant influence on their decision to come to Vail The net promoters score for the Arts Festival was a 78% Sample size was of 79 guests attending the Arts Festival Means Overall, how satisfied are you with the following event attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.”

Overall, how satisfied are you with the following club attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.” Teva Games Of the guests attending the Teva Games 43% found out about the event by word of mouth, followed by 24% of guests that found out through the newspaper. 77.5% of guests responded that the Teva Games had a very significant influence on their decision to come to Vail The net promoters score for the Teva Games was an 89% Sample size was of 71 guests attending the Teva Games Means Overall, how satisfied are you with the following event attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.”

Overall, how satisfied are you with the following club attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.” Firefighters Combat Challenge Of the guests attending the firefighters challenge 56% found out about the event by word of mouth, followed by 31% of guests that found out through the website. 12.5% of guests responded that the firefighters combat challenge had a very significant influence on their decision to come to Vail The net promoters score for the firefighters combat challenge was a 75% Please note that the sample size for the firefighters combat challenge was very small with only 18 responses Means Overall, how satisfied are you with the following event attributes? Please use a scale from 1 to 5, where 1 means “not satisfied at all” and 5 means “completely satisfied.”

Vail Antiques Festival Of the guests attending the Antiques Festival 28% found out about the event by word of mouth, followed by 25% of guests that found out through the newspaper. 73.6% of guests responded that the Antiques Festival had a very significant influence on their decision to come to Vail The net promoters score for the Antiques Festival was 22.6% Sample size was of 64 guests attending the Antiques Festival Means

Vail Jazz Festival Of the guests attending the Jazz Festival 38% found out about the event through the newspaper, followed by 36% of guests that found out by word of mouth. 44.9% of guests responded that the Jazz Festival had a very significant influence on their decision to come to Vail The net promoters score for the Jazz Festival was 75% Sample size was of 51 guests attending the Jazz Festival Means

For questions, please contact: Bryant Leech: or Kate Kohler: