[PPT] - 2014 Summer Intercept End of Season Report September 2014 MOUNTAIN PowerPoint Presentation

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2014 Summer Intercept

End of Season Report

September 2014

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Introduction

Objectives

Understand who is in the Town of Vail from June to August.
Gauge guest satisfaction with the overall Town of Vail experience.
Discover summer trip dynamics to better understand visitor behavior.

Methodology

1,168 intercept surveys were conducted this summer (May 30 to September 7, 2014).
363 In-State (non-local) Guests | 805 Out-of State Guests

 101 Locals were excluded from the survey. Previous years’ data was adjusted to match.

Conducted every Friday, Saturday and Sunday, in addition to one rotating weekday.
Surveying in Vail Village and Lionshead Village.
Despite changes to the survey, survey length remained near 5 minutes, on average.

Analytics

Analytics focus on 3 primary looks: 2014 Summer Overall | 2014 In-State vs. Out-of-State | 2014

Summer Overall vs. 2013 & 2012 Summer overall.

Additional analytics were explored, and are noted where they lend additional insights. Detailed tables

can be found in the appendix.

Indicates statistically significant differences at a 95% confidence level.

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Key Takeaways

Fluctuations in geographic guest mix continue this summer. 2014 saw 35% in-state

visitation, 55% out-of-state, and 10% international visitation.

The majority of guests plan their visit more than a week out.
However, 45% of in-state guests and 10% of out-of-state guests decided to visit

within that week.

75% of guests are extremely likely to recommend summer in Vail to family /friends.
NPS has been on a downward trend due to increases in Passives (not Detractors).
Beauty, weather, and activities drive recommendation and satisfaction.
80% of guests feel that Vail is a very good value, with no geographic differences.
99% of in-state guests and 50% of out-of-state guests have been to Vail in previous

summers.

For the out-of-state market, 40% have never visited in winter.
Over 50% intend to return by next summer
This is buoyed by the in-state market.

Percentages highlighted here are rounded, with actual percentages within a few percentage points.

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Our Summer Guest

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Market Segment

Each summer, Vail experiences fluctuation in

market segment visitation.

What is the zip code of your primary residence?

8% 30% 17% 10% 6% 5% 19% 19% 19% 55% 43% 56% 9% 2% 3% Summer 2014 Summer 2013 Summer 2012 Local In-State Day In-State Overnight Out-of-State International Locals were terminated after this question. Additional data insights exclude this group

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Individual Characteristics

While there was no change in generational belonging, 2014 saw differences in gender.

In what year were you born? | Gender observation.

68% 53% 32% 46% Summer 2014 Summer 2013 Male Female 18% 17% 36% 36% 38% 38% 9% 10% Millenials (18-34) Gen X (35-49) Boomers (50-68) Builders (69-100)

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Group Characteristics

2014 saw an increase, year over year, in group size.

Including yourself, how many people are in your group? | How many kids are in your group?

41% 52% 30% 31% 30% 25% Summer 2014 Summer 2013 1-2 people 3-4 people 5+ people 61% 65% 11% 12% 27% 23% No kids 1 kid 2 or more kids

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Previous Summer Visit to Vail

Half of 2014 summer guests were here last summer or earlier this summer.

When was your last summer visit?

3% 37% 13% 31% 52% 37% 10% 5% 9% 5% 7% 5% 52% 1% 36% 2014 Out-of-State 2014 In-State Summer 2014 First visit/First visit in 5 years More than two summers ago Two summers ago Last summer Earlier this summer

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Summer & Winter Visits to Resort

by Out-of-State Guests

58% of Out-of-State Guests have only visited in summer (in the past 5 years).

How many summers have you visited Vail in the past 5 years – including this one? | How many winters have you visited Vail in the past 5 years?

52% 15% 12% 5% 16% 2014 Out-of-State 5 summers 4 summers 3 summers 2 summers 1 summer 58% 10% 10% 5% 3% 13% 2014 Out-of-State 5 winters 4 winters 3 winters 2 winters 1 winter Summer only

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Satisfaction with the Vail Experience

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Net Promoter Score

Net Promoter Score for the Town of Vail has trended downward over the past three summers.

On a scale of 0 to 10, where 0 is not at all likely & 10 is extremely likely, how likely would you be to recommend Vail to your friends and family as a summer destination?

2% 3% 1% 2% 1% 15% 16% 23% 21% 24% 83% 81% 76% 77% 76% Summer 2012 Summer 2013 Summer 2014 2014 In-state 2014 Out-of-state Promoters Passive Supporters Detractors

NPS 81 78 75 75 75

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21% 19% 22% 78% 80% 77% Summer 2012 Summer 2013 Summer 2014 2014 In-state 2014 Out-of-state Extremely satisfied 9 or 10 7 or 8 5 or 6 Not satisfied at all 0 to 4

Overall Satisfaction

A strong majority of guests, regardless of market segment, are extremely satisfied with the Vail

experience.

How satisfied are you with your overall experience in Vail? Use the 0 to 10 scale, where 0 is not at all satisfied & 10 is extremely satisfied.

Mean 9.3 9.4 9.3

Scale change in 2014. Not comparable. Scale change in 2014. Not comparable.

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Timing of Next Summer Visit

Over half of the In-State market plans to visit Vail multiple times this summer.

In all likelihood, when will be your next summer visit to Vail?

2% 2% 32% 10% 43% 9% 12% 35% 32% 36% 22% 57% 6% 2014 2014 In-state 2014 Out-of-state Later this summer Next summer Two or three summers Longer / Not sure Never

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Reasoning Behind the Ratings (unaided)

What one or two items had the greatest impact on your responses to these questions (Likelihood to Recommend, Likelihood to Return, & Satisfaction)?

Word clouds are a graphical representation of guest comments. Larger words were mentioned more often. Guest Verbatims Double-click to view

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“Vail is a very good value for the money”

80% of summer guests feel that Vail is a very good value for the money.

To what extent do you agree with the following statement: Vail is a very good value for the money.

11% 16% 9% 10% 7% 11% 65% 66% 64% 15% 10% 17% 2014 2014 In-state 2014 Out-of-state Strongly Agree Agree No opinion Disagree/Strongly disagree

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Understanding Passives

Passives tend to see less value in the Vail experience, have less experience in Vail, and make less money,

as compared to Promoters. Passives Promoters

Mean Overall Satisfaction 8.3 9.6 Vail is a Very Good Value 61% agree 86% agree Summer First Timers 72% 45% Summer Only (no winter) 74% 53% HHI under $150K 59% 42% Male | Female 73% male | 27% female 66% male | 34% female Market Segment Event Participation Spontaneity of visit Accommodations No differences

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The Guests’ Visit

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Understanding the Vail Trip – Time Spent

The Out-of-State guest is staying longer, and visiting other places on their summer trip.

Looking at your whole trip, how many nights are you away from home? | Where else have you been or are going on this trip? | How many days will you spend in Vail?

8.0 2.0 6.0 5.0 2.0 4.0 2014 Out-of-State 2014 In-State Summer 2014 Days in Vail Nights away from home Percent Visiting Other Towns/Attractions

n This Trip

52% 28% 63%

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Understanding the Vail Trip – Spontaneity

Just over half of In-State guests decide to visit Vail that week.

Did you decide to visit Vail….?

3% 5% 3% 6% 14% 3% 15% 35% 6% 76% 46% 88% Summer 2014 All Guests 2014 In-State 2014 Out-of-State More than a week ago Within the last week Yesterday/Day before Today

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Reason for Visit (unaided)

What brought you to Vail?

Word clouds are a graphical representation of guest comments. Larger words were mentioned more often. Guest Verbatims Double-click to view

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What Brought You to Vail (unaided)

Events, family, and natural beauty top the list of reasons to visit Vail.

What brought you to Vail?

28% 15% 12% 12% 10% 9% 9% 8% 6% 5% On vacation Activities / Hiking / Biking / Etc. Attending an event Visiting friends/family Natural beauty of surroundings Attending a family event / Wedding Own a timeshare/second home Just passing through Previous experience / Tradition Work/Conference Summer 2014

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Event Participation

Based on Surveys Conducted During Days of Events

Are you attending or participating in any events while you are here? Which ones?

100% 22% 15% 81% 94% 86% 89% 62% 21% 20% 43% 77% America Days (n=26*) Arts Festival (n=46) Bravo! (n=80) Farmer's Market (n=269) Feast Vail (n=34) GoPro Games (n=92) Gourmet on Gore (n=18*) International Dance Festival (n=13*) Jazz Festival (n=42) Keen Kids Adventure Race (n=70) Oktoberfest (n=63) USA Pro Cycling Challenge (n=60) Summer 2014

On days when the Farmer’s Market was running, 81% of visiting guests attended.
During the USA Pro Cycling Challenge, 77% of visiting guests attended.
NOTE: The location and time of event may impact event participation percentages.

*CAUTION: Small sample size

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Select Event Evaluation

Based on Surveys Conducted During Days of Events

Events with Attendee Sample Sizes Over 50

Bravo! Farmer's Market GoPro Games USA Pro Cycling Challenge

Sample Size 46 263 86 59 NPS 93 70 70 78 Mean Overall Satisfaction 9.7 9.1 9.3 9.4 Vail is a Very Good Value 78% 81% 72% 80% Plan to Visit Again this Summer 17% 15% 31% 19% Planned the Visit that Week 7% 18% 26% 30% In-State, Out-of-State Mix 11% IS | 89% OOS 24% IS | 76% OOS 40% IS | 60% OOS 41% IS | 59% OOS Mean Age 51 48 46 47

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Activity Participation

In-state guests do more on their trips than Out-of-State guests.
Trip length and mountain activity participation play a part here.

What activities do you plan to do while you’re in the area?

Activity Participation

Summer 2014 2014 In-state 2014 Out-of-state Average # of Activities 3.1 2.0 3.6 Hiking / Backpacking 45% 33% 51% Gondola / Chairlift ride 37% 20% 45% Shopping 36% 26% 41% Mountain biking 31% 25% 33% Adventure Ridge 20% 10% 25% Golf 20% 7% 26% Concert 13% 8% 16% Whitewater rafting 11% 1% 16% Road biking 11% 10% 11% Fishing 9% 6% 11% Zip line 5% 3% 6% Horseback riding 5% 1% 6% Cultural event / Performing arts 3% 1% 4% Wedding / Family event 3% 1% 4% Sporting event / Tournament 1% 1% 2%

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Information Source with Most Influence

n Decision to Visit Vail
Traditional marketing avenues have a limited impact on visitation influence.

What information source was most influential in your decision to visit Vail this summer?

60% 18% 5% 3% Previous Experience Word-of-Mouth Online Just driving by Social Media / Email Concierge Radio / Television Travel Agent / Travel brochure / Visitors guide Magazine / Newspaper article 2014 In-state 2014 Out-of-state Previous Experience 80% 51% Word-of-Mouth 6% 24% <1% <1% <1% <1% <1%

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Accommodations

Half of 2014 summer guests booked paid lodging in Vail.

What towns are you staying in on this trip? | What type of accommodations do you have in Vail?

41% 50% 34% 57% 16% 27% 31% 26% 31% 17% 18% 16% 12% 6% 17% Summer 2013 Summer 2014 2014 In-State 2014 Out-of-State Staying in Vail's Lodging Staying elsewhere in Vail Paid lodging not in Vail Day trip

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Ryan Clark rtclark@vailresorts.com Brian Checksfield bchecksfield@vailresorts.com

For additional information, please contact…

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2014 TOV Summer Intercept Questionnaire 2014 TOV Summer Intercept Data Tables