I ncline Village & Crystal Bay Parcel Owner of Record Research Presentation Conducted for IVGID Sept-Oct 2016 October 2016 Prepared for: Incline Village General Improvement District 893 Southwood Boulevard, Incline Village, NV Contacts: Susan Herron, Misty Moga and Steve Pinkerton Prepared by: Stephen Bohnet & Sara McCann F’inn (415) 806-3171 stephen@finn-group.com www.finn-group.com
Background & Research Objectives Incline Village General Improvement District is conducting research among all parcel owners of records in Incline • Village and Crystal Bay, including businesses. • The purposes of this research are: • • To assess the needs and wants of the community – What are their opinions of IVGID’s various amenities? – What amenities do they use and how often? – What types of improvement or additions are desired? • To understand how properties are used – How often are people on site at their properties? – How many are using their properties as income/rental and how (VRBO, AirBNB, etc.)? • To understand the demographic make-up of Incline Village/Crystal Bay parcel owners 2
Methodology Details An online survey was sent via postcard to parcel owners of records in Incline Village and Crystal Bay, including • businesses. • Survey dates: September 20 to October 31, 2016 • Interview length: 20 minutes • Sample size: 842 3
Majority of Respondents Were Male; Average Participant Age was 61 Years Old Gender Age 35% 27% 22% 42% 58% 9% 4% 3% 0% 20 to 29 30 to 39 40 to 49 50 to 59 60 to 69 70 to 79 80 or older Average Age= 61 • What is your gender? 4 • Please indicate your age:
Vast majority were from Incline Village; just under half are full-time residents Property Ownership Residence Status 1% Do Not Live/Vacation 97% Incline Village 20% 3% Crystal Bay Vacation 46% Live there 33% Full Time Live there Part Time • Do you own a property in Incline Village or Crystal Bay? (Select all that apply) 5 • Do you live in Incline Village or Crystal Bay?
Majority live in single family homes Housing Situation Single family home 59% Condominium 38% Duplex 2% Apartment 0% None of these 1% 6 • Describe your housing situation in Incline Village or Crystal Bay?
43% of full-timers work or own a business in Incline Village or Crystal Bay Working Arrangement Working Arrangement by Residence Status 79% Own a business in Incline Village or Yes, I live there full time 23% 21% 55% Crystal Bay Work in Incline Village or Crystal Bay Yes, I live there part time 97% 12% 11% Neither, I do not own a business or No, I vacation there at work in Incline least once each year but 97% Own a business in Work in Incline Village Neither, I do not own a Village or Crystal do not live there Incline Village or Crystal or Crystal Bay business or work in Bay Bay Incline Village or Crystal Bay 7 • Which of these describes your work? (Select all that apply)
Attitudes about Incline Village, Crystal Bay, and the Amenities
Net Promoter Score (NPS) – A method for measuring engagement By asking one simple question — How likely are you to recommend Incline Village as a place to live full time? — we • can identify three groups and get an overall measure of performance. Participants respond to a 0-to-10 point rating scale and are categorized as follows: • not likely at all neutral extremely likely 0 1 2 3 4 5 6 7 8 9 10 • Promoters (score 9-10) are loyal enthusiasts who will keep referring others • Passives (score 7-8) are satisfied but unenthusiastic • Detractors (score 0-6) are unhappy and can damage your reputation and impede growth through negative word- of-mouth. To calculate NPS, take the percentage of customers who are Promoters and subtract the percentage who are • Detractors. A positive score means there are more promoters than detractors. 9 • For more information on the methodology: http://www.netpromoter.com/why-net-promoter/know
Incline Village/Crystal Bay is positively perceived as a place to live full-time and own property Net Promoter Score Place to live full time 23% 33% 45% 22 Place to live full time 35 18% 30% 52% (Among full time residents) Place to own property 43 16% 28% 59% Detractors Neutrals Promoters NPS Recommend Incline Village or Crystal Bay as a place to live full time? 10 Recommend Incline Village or Crystal Bay as a place to own property?
Amenities receive a healthy NPS with a relatively small group of Detractors Net Promoter Score Amenities 46 14% 27% 59% Detractors Neutrals Promoters NPS 11 Recommend IVGID for its amenities?
Promoters are more likely to be open and engaged while Detractors desire more exclusivity and reduced fees Reasons for Amenities Ratings De Detr tractors Neutr trals Prom omot oters • Don’t use the amenities • Generally pleased with beaches • Facilities are well maintained • Private beaches are not private, and other amenities • Good/high quality amenities and are too crowded • Outsiders are using amenities • Good beaches (but needs tighter • Crystal Bay residents can’t use the • Would like more discounts for control) beach locals • Always something to do • Too many visitors/renters allowed • Would like one payment system • Convenient to use amenities across amenities. • Makes the area a more desirable Amenities are open to general Parking/traffic at beach is • • place to live public which causes parking issues overcrowded Creates a sense of community • and overcrowding • A match with active lifestyle • Fees are rising or too high • Rec center staff is not friendly 12 • What were the main reasons you rated IVGID a ‘”X' for its amenities?
Parcel owners of record believe the focus should be on enhancing and improving existing amenities rather than building new amenities. Most agree amenities improve their property value. Amenities do not seem to impact time spent in Incline • Village/Crystal Bay. Opinions About Amenities Statement A: Statement B: I believe amenities are important because I do not believe amenities improve my 43% 25% 15% 8% 9% they improve my property value property value IVGID should be investing more to enhance IVGID should invest only to maintain existing 20% 29% 18% 14% 19% existing amenities amenities I would spend more time in Incline Our amenities don’t influence how much time Village/Crystal Bay if there were more or 8% 15% 30% 17% 30% I spend at Incline/Crystal Bay enhanced amenities I would like IVGID to build more new I would like IVGID to focus more on 9% 14% 20% 24% 33% amenities improving the amenities we already have Strongly agree with A Both about the same Strongly agree with B 13 • Below are pairs of statements. For each pair, please indicate how much you agree with statement A vs. statement B? (Select one per row)
Although family activities are imperative, many are also seeking a social experience Summer activities appear to be more important; however, a large group do feel that both are important. • Improvements Importance Statement A: Statement B: Winter amenities Summer amenities 5% 7% 43% 21% 24% Amenities and activities that allow me to enjoy Amenities and activities that allow me to 24% 19% 40% 10% 7% my family and friends interact socially and meet new people “A” is much more important Both about the same “B” is much more important 14 • When you think about improvements to amenities and classes, which is more important to you? (Select one per row)
Aside from skiing, general amenities are used more frequently Amenities Usage Avg. Walking Trails 7 24% 13% 18% 46% 6 Recreation Center 31% 16% 16% 37% General Hiking Trails/Exercise Course 5 31% 17% 17% 35% 5 Diamond Peak Ski Resort 32% 19% 18% 30% 4 Village Green 43% 19% 16% 22% Chateau 3 48% 18% 14% 20% 3 Grille 50% 17% 15% 18% Driving Range 3 58% 10% 11% 21% 2 Mountain Golf Course 61% 14% 12% 13% Golf 3 Championship Golf Course 8% 16% 63% 13% Chipping greens at the Championship Golf Course 2 68% 10% 9% 14% 2 Putting area at the Mountain Golf Course 68% 13% 9% 10% 1 Preston Field 79% 13% 5% 4% Specialized 1 Tennis courts 81% 8% 4% 7% 1 Disc Golf course 82% 10% 4% 5% 1 Incline Park Ballfields 87% 6% 3% 4% 0 Pickleball courts 95% 3% 1% 1% 0 Skateboard park 96% 2% 1% 1% 0 – Have not used 1-2 times 3-5 times 6 or more times 15 • In the past 12 months, how many times have you used each of the following amenities? (Select one per row)
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