HomeMy WebLinkAboutagenda.council.worksession.20160801
CITY COUNCIL WORK SESSION
August 01, 2016
5:00 PM, City Council Chambers
MEETING AGENDA
I. Summer Parking and Mobility Update
II. Proposed changes to hybrid parking program
III. Wheeler Opera House Programming Review
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MEMORANDUM
TO: Mayor and City Council
FROM: Mitch Osur, Director of Parking Services
THRU: Randy Ready, Assistant City Manager
DATE OF MEMO: July 27, 2016
MEETING DATE: August 1, 2016
RE: Summer Seasonal Parking Pricing Update
REQUEST OF COUNCIL: The City of Aspen Parking Services Department would like
direction from City Council on the continuation of the Seasonal Parking Pricing Plan that was
implemented this summer.
PREVIOUS COUNCIL ACTION: On April 11th, 2016 City Council approved a 3-month test
for summer 2016 (June, July, August) for Seasonal Parking Pricing in the Commercial Core in
Aspen. The action was to increase core parking pricing each hour by 50% for the months of
June, July and August. The summer rates were changed as follows:
Peak Season Pricing
Peak
30 Minutes $1.00
First hour $3.00
Second Hour $4.50
Third Hour $6.00
Fourth Hour $7.50
Single Space Meters (per 15 minutes) $0.50
DISCUSSION: The City of Aspen Parking Services Department proposed a plan to help reduce
car traffic and congestion in the core of Aspen during the summer season. The overall goal of
seasonal pricing is four-fold:
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1. To reduce car traffic coming into Aspen each day.
2. To cut down on congestion in town with cars searching for a parking space. The rule of
thumb is that on a busy day 30% of the traffic is circling looking for a parking space.
3. To have no more than 90% parking occupancy on the streets in the core of Aspen.
Resulting in the availability of 1-2 spaces at any given time on each block face.
4. To increase transit, carpool, pedestrian and bicycle trips and to encourage parking by
those who must drive in the parking garage, at the Brush Creek Intercept Lot or in the
residential zones, instead of in the commercial core.
The plan approved by council was to proceed with the pilot summer seasonal parking pricing
program and to evaluate results. If the pilot program is successful, peak season pricing on an
annual basis would involve raising parking rates in the core by 50% during the peak traffic and
parking months of January, February, March, June, July, August and December.
Parking pricing would not be increased during the off-peak months of April, May, September,
October and November.
As part of the peak season pricing change, there was no proposed increases in the cost or
availability of current low-cost parking options including FREE carpool and park-and ride
parking, $5 per entry value pass for commuter parking in the garage and $8 Day Passes in
designated residential neighborhoods. As an integral part of the pilot pricing program, Council
also approved an alternative transportation incentive program (the Drive-Less Campaign and the
Downtowner on-demand electric vehicle service, each described in separate memos for
discussion at this work session) in order to give back the incremental parking revenues to
community members and commuters who choose to do their part to help relieve summertime
congestion.
The metrics we are reviewing to evaluate the pilot seasonal pricing program include:
Reduce core parking space occupancy by 10%
Increase core parking revenue by 25%**
Increase the turnover of vehicles parking in the core
Increase the use of the Rio Grande Parking Garage by 15%
Increase the number of vehicles carpooling by 10%
Increase the number of cars parking at the Brush Creek intercept lot by 20%
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The results are:
June
Street Parking
Occupancy -14.32% Down 11,299 Spots
Revenue 26.47% Up $60,869**
Garage
Garage Occupancy 18.99% Up 1,504 cars
Use of garage 10 Pass 10.64% Up 366 cars
Intercept Lot Counts 32.26% Up 2,581 cars
Car Pool Passes 9.56% Up 571 passes
Day passes sold 84.08% Up 1,357 passes
** The increase in revenue is being given back to the people that are
using alternative forms of transportation and through the Drive Less
Pledge.
July to date
Through July 1-25
Street Parking
Occupancy -10.74%
Down 6,583
Spots
Revenue 22.56% Up $43,890
Garage
Garage Occupancy 11.89% Up 945 cars
Use of 10 Pass 9.68% Up 253 cars
Intercept Lot Counts 27.29% Up 1,473 cars
Car Pool Passes 8.57% Up 473
Day Passes Sold 61.48% Up 1,419
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FINANCIAL/BUDGET IMPACTS: The City of Aspen Parking Department estimated that the
Seasonal Pricing plan would increase revenue by around 25% in the High Season months.
The summer months of June, July and August will produce around $150,000 in increased revue.
The winter month of December, January, February and March would produce around $150,000
in increased revenue.
The 7 months of High Season pricing would produce a total of $300,000 in increased revenue
that would be available to help fund incentives and mobility alternatives.
ENVIRONMENTAL IMPACTS: Parking Management and pricing are integral elements of the
City’s overall Transportation Implementation Plan. This plan is designed as a system of carrots
and sticks to encourage the use of alternative forms of transportation, thereby reducing
congestion, improving air quality and reducing greenhouse gas emissions in Aspen.
RECOMMENDED ACTION: Based on the results achieved to date Staff recommends that
City Council direct the continuation of the seasonal parking pricing program in the downtown
core. Staff would be prepared to return core parking pricing to base levels during September,
October and November and the implement the winter seasonal pricing in December, through
March with the proposed 2017 budget to be adjusted accordingly.
Off Peak Season- April, May, September, October,
November
Peak Season- January, February, March, June, July, August, December
Off Peak Peak
30 Minutes $1.00 $1.00
First Hour $2.00 $3.00
Second Hour $3.00 $4.50
Third Hour $4.00 $6.00
Fourth Hour $5.00 $7.50
Single Space Meters (per 15 Minutes) $0.50 $0.50
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ALTERNATIVES: City Council could direct staff to discontinue the seasonal pricing program,
to do Peak Pricing in the summer months only or in the winter months only.
ATTACHMENTS:
Travel Demand at its finest blog, Written by Kelly Clonts, Lead Transportation Nerd at
Smarking
Published on July 15, 2016
Graphs showing turnover, peak occupancy and revenue
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Travel demand management at its Travel demand management at its Travel demand management at its Travel demand management at its
finestfinestfinestfinest
How the City of Aspen increased parking
prices and encouraged alternative travel
modes, benefitting everyone
In an earlier post, I wrote about how the City of Aspen’s crazy-high
summer seasonal demand makes finding on-street parking nearly
impossible.
In response to this issue, parking director Mitch Osur and his
team implemented a holistic travel demand management program
that included increasing parking prices for on-street parking by
50% (Aspen has a parking garage that offers lower-cost options).
During the peak summer period, parkers can expect to pay
$3.00/hour for the first hour; and because Aspen has graduated
pricing, the rate increases for each consecutive hour.
This might seem expensive, but pricing is a function of supply and
demand and Aspen’s goal is to allow visitors to painlessly find
parking. Demand in these areas is high for a reason— just look at
the street view below. This little place called Aspen is pretty
gorgeous.
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Google Street view for Aspen — paradise, unless you’re trying to find a parking spot
ActionActionActionAction
On-street parking prices increased 50% on June 1st of this year in
the Downtown Core. How did this affect occupancy, revenues, and
turnover?
ResultsResultsResultsResults
On-street Occupancy
Daily peak occupancy decreased by 12%. In an area that frequently
reaches 100% occupancy during summer peak times, a decrease in
parking occupancy means less driving and less cruising to find an
available space. This means less city traffic, more time spent
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frequenting local businesses,
downtown visitors.
Daily Peak Occupancy for June 2015 compared to June 2016 (analysis does not include
Sundays; see Note (1) for comparison details)
Occupancy throughout the day (calculated on an hourly basis),
decreased 14%. Thus, we can calculate a price elasticity of roughly
-0.28 in Aspen throughout the day and
hours of the day.
Revenue
With the 50% price increase, Aspen saw a revenue increase of
26%. Because the first hour is the cheapest
parkers also means proportionally less revenue.
Where did parkers go?
frequenting local businesses, and a better overall experience for
for June 2015 compared to June 2016 (analysis does not include
Sundays; see Note (1) for comparison details)
Occupancy throughout the day (calculated on an hourly basis),
ed 14%. Thus, we can calculate a price elasticity of roughly
0.28 in Aspen throughout the day and -0.24 during the most busy
With the 50% price increase, Aspen saw a revenue increase of
26%. Because the first hour is the cheapest, more short term
parkers also means proportionally less revenue.
Where did parkers go?
and a better overall experience for
for June 2015 compared to June 2016 (analysis does not include
Occupancy throughout the day (calculated on an hourly basis),
ed 14%. Thus, we can calculate a price elasticity of roughly
0.24 during the most busy
With the 50% price increase, Aspen saw a revenue increase of
, more short term
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The increased parking revenue associated with the price increase
has been invested in more transportation options for visitors and
residents alike. The City has invested in the following programs:
• A free shuttle program called the Downtowner — an on-demand
taxi service consisting of 3 electric vehicles that can carry up to
6 passengers at once. During its first month, June 2016, the
Downtowner transported 1,743 passengers, with an average
wait time of only 4.3 minutes!
• Aspen also has a “drive-less” program to encourage bicycle and
transit use. The program has more than doubled in sign-ups
this year compared to last year.
• Off-street garage occupancy increased 19% to accommodate
more price-sensitive and longer-duration parkers. Occupancy
in the Intercept commuter lot just outside of town increased by
32%.
Turnover
Higher turnover means more parkers are able to park in a single
space. If the average length of stay was 8 hours, Downtown spaces
would only be able to accommodate roughly 600 people per day.
Instead, over 2,000 parkers are able to park every day. Some
statistics:
• June 2015: 45,703 paid on-street parkers
• June 2016: 45,084 paid on-street parkers
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Aspen has more short term parkers in 2016, allowing more parkers to park in the same
spaces
Due to higher turnover, even with more peak
availability, the total number of people parking in
Downtown has not decreased.
Since off-street and commuter lots have more parkers, and a
greater number people are taking alternative modes of
transportation, we can infer that tourism in Downtown Aspen is
Aspen has more short term parkers in 2016, allowing more parkers to park in the same
Due to higher turnover, even with more peak
availability, the total number of people parking in
Downtown has not decreased.
street and commuter lots have more parkers, and a
greater number people are taking alternative modes of
transportation, we can infer that tourism in Downtown Aspen is
Aspen has more short term parkers in 2016, allowing more parkers to park in the same number of
Due to higher turnover, even with more peak-time
availability, the total number of people parking in
street and commuter lots have more parkers, and a
transportation, we can infer that tourism in Downtown Aspen is
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on the rise. Without these management efforts to distribute
demand, parking in Downtown would likely be a nightmare!
Success with Foresight
Aspen’s transportation and parking team recognized that parking
on-street in Downtown was congested, making it hard for visitors
to find an available space. In response to this, the City initiated
pricing changes as a parking management effort, but also a multi-
modal approach to encouraging off-street parking and improved
bicycle and transit services that benefit both local residents and
visitors.
The data shows that demand for trips into Downtown Aspen is on
the rise, and travelers are taking advantage of all available options.
This is great for local businesses. Give credit to the City of Aspen
for having the foresight to get ahead of this issue before traffic,
congestion, and lack of available parking or alternative travel
options turned away visitors.
Recap
Problem: Parking in Downtown was in such high demand that it
was causing traffic issues and frustrating visitors who were
searching for a space.
Solution: A multi-modal approach to transportation demand
management.
Result: -12% peak occupancy, +26% parking revenue, increased
turnover, increase travel options for residents and visitors,
increased use of alternative modes of transportation.
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Street view 2: Aspen also has bike share and, as far as I can tell, the streets are teeming with
adorable golden retrievers…paradise.
Notes
(1) When comparing month-to-month statistics, we are looking at
the entire month for months in 2016, but the comparable days for
June 2015 (For instance, we compare June 2016 against
Wednesday June 3, 2015 through Thursday July 2nd, 2015). There
was a Saturday in 2015 where Saturday paid parking had not yet
started, therefore, I’ve omitted the corresponding Saturday in
2016 in this analysis as to not inflate results.
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5.5% increased turnover in 2016 from same time 2015 June 1st - July 23, 2015 June 1st - July 23, 2016 P14
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Peak occupancy decreased 12% in 2016 from same time 2015 P15
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26% increased revenue in 2016 from same time 2015 P17
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Page 1 of 5
MEMORANDUM
TO: Mayor and City Council
FROM: Mitch Osur, Parking Services Director
THRU: Randy Ready, Assistant City Manager
DATE OF MEMO: July 27, 2016
MEETING DATE: August 1, 2016
RE: Downtowner On-demand Electric Vehicle Service Update
REQUEST OF COUNCIL: The City of Aspen Parking Department would like review the
performance to date of the Downtowner on-demand electric vehicle service and get direction
from City Council on the future of the Downtowner service beyond the pilot program end date of
September 15, 2016.
PREVIOUS COUNCIL ACTION: Council established a Best Year Yet list of Top Ten Goals
for 2015-2017. Goal 6 is a short-term goal to “Develop a plan to reduce traffic within the next
two years.”
Goal 1 is a long-term goal to “Identify and determine the feasibility of viable alternatives to
personal vehicles including next generation mobility technology in order to improve the
downtown experience.”
On April 11th 2016 City Council approved resolution No. 49, Series of 2016 authorizing a three
month pilot program with Downtowner Inc. The cost of the contract with the Downtowner for
the three months was $89,250 including initial start-up costs.
BACKGROUND: The Downtowner pilot program is part of the multi-faceted effort to reduce
traffic, reduce congestion in the core, increase the use of alternative modes of transportation and
the use of outlying parking locations and to determine the feasibility of innovative next
generation technologies.
Staff considers on-demand electric car transportation service beneficial for:
• Getting cars out of the downtown core and into the parking garage.
• Reducing automobile congestion in the downtown core.
• Complement and supplement the limited fixed-route transit service currently available in
and around the core and the west end.
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DISCUSSION: The Downtowner serves the City’s residents, guests and commuters by
providing on-demand rides.
Service is 7 days a week from 11am-11pm.
All trips begin and end within an area bounded by 8th Street on the west, the Cooper Avenue
Bridge on the east, the Roaring Fork River and North Street on the North and Aspen Mountain
on the south.
The service is FREE to the users with driver tips appreciated.
The Downtowner has provided a mobile app for requesting rides that is available for both
Android and IPhone. When requesting a ride via the mobile app, patrons will immediately be
given an estimated time of arrival based on availability.
Downtowner Ridership Numbers
June 16-30 Numbers
Rides 746
Passengers 1,743
Average Wait Time 4:33
App Driven Rides 63%
July 1-24 Numbers
Rides 1,733
Passengers 4,250
Average Wait Time 5:21
App Driven Rides 86%
The overall response from the public has been very positive. In fact to date we have
not received a single complaint about the vehicles or the drivers. The service hours of
11am to 11pm seems to working very well. Our busiest hours are from 6pm-7pm and
9pm-10pm taking people to and from dinner. Starting in early July the Downtowner
has been busy from 11am to 1pm also.
Staff has had good response to how easy the App is to use and people like the fact the
App lets them know how long the wait time is going to be right after the request a
ride. The performance of the App has been essential to the high-level pf service that is
being provided.
The Downtowner has been requested to do more door to door service than we
expected, particularly in the West End where we have done more than 800 pick-ups.
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The service has picked up a lot of customers at their front door and bring them into
town and then picked them up a few hours later and take them back to their house.
The only disappointment has been the lack of rides requested to and from the parking
garage so far.
A few of the other major pick up and drop off locations have been Justice Snow’s,
Hickory House, the Hotel Jerome, St Moritz Lodge, City Market and Clark’s Market.
The Downtowner is nicely complementing the Cross-Town Shuttle service and
providing on-demand door-to door service into the evening.
The Downtowner surveyed over 100 of their riders last week. 41% of the responses
were from locals here seasonally and 38% are here year round. 51% used the service
for dining and entertainment and 9% to run errands. The comments have had two
major themes. First, this is one of the best things to happen in Aspen in a long time
and secondly we need the Downtowner for the winter months.
The staff believes the service has been exceptional, drivers have been well-trained
with a focus on safety and customer service.
FINANCIAL/BUDGET IMPACTS: The cost of the initial three-month pilot
program is $89,250.
Funding for the pilot project is provided by $50,000 already budgeted for
mobility transformation efforts within the parking fund, along with $39,250 in
parking departmental savings.
As a cost comparison exercise, fixed-route transit service could be extended at
a cost of about $100 an hour. For two hours a day during the summer on the
Crosstown Shuttle route for $18,000 and the Galena Shuttle Service could be
provided for eight hours a day for $72,000. Conversely, the cost of service with
the Downtowner operating three vehicles at a time for twelve hours a day
during the summer is about $27.50 per hour, per vehicle.
ENVIRONMENTAL IMPACTS: : City Council’s mobility goals are intended to
work alongside parking management and pricing as integral elements of the
City’s overall system of incentives and disincentives to encourage the use of
transportation alternatives, thereby reducing congestion and improving air
quality and reducing greenhouse gas emissions in Aspen. The vehicles for this
pilot program are electric with zero emissions and with charging provided by
the City’s 100% renewable power supply.
RECOMMENDED ACTION: Staff requests council direction about the
continuation of the service beyond the current three-month pilot period. If
council would like for the service to continue seamlessly, staff needs direction
to return with a negotiated contract for a two-year period to continue the
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concerted effort to implement on-demand mobility as a service provided by
non-polluting electric vehicles in and around the core as part of the effort to
reduce congestion and improve the downtown experience. Staff highly
recommends continuation of the service to further experiment with this type of
on-demand service during all seasons of the year. Staff is also evaluating ways
that the cost of some fixed-route transit hours on the Cross-Town Shuttle could
be more effectively replaced with on-demand downtowner service.
ALTERNATIVES: City Council direct staff to discontinue the service or
could direct staff to explore contracting with the Downtowner for just the
summer months. That option or any option that involves service start and stop
periods throughout the year is not recommended due to the intense amount of
work required for service start-up, including vehicle logistics, drive hiring and
training, management oversight, insurance and maintaining high level of safety
and customer service.
ATTACHMENTS:
Aspen Times Downtowner Article 7-23-16
Aspen Service Area Analytics Report June 17-July 10
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Page 5 of 5
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Friday, June 17 - Sunday, July 10
Aspen Service Area
Analytics Report
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RIDES
Week 1 (June 17 - June 19)
0
17.5
35
52.5
70
F S S
App created rides Driver created rides
199 Rides 89 App created 110 Driver created
P26I.
0
30
60
90
120
M T W TH F S S
App created rides Driver created rides
RIDES
Week 2 (June 20 - June 26)
353 Rides 212 App created 141 Driver created
P27I.
0
30
60
90
120
M T W TH F S S
App created Driver created
RIDES
Week 3 (June 27 - July 3)
486 Rides 396 App created 90 Driver created
P28I.
RIDES
Week 4 (July 4 - July 10)
444 Rides 374 App created 70 Driver created
0
20
40
60
80
M T W TH F S S
App created Driver created
P29I.
RIDES
Total (June 17 - July 10)
0
125
250
375
500
Week 1 Week 2 Week 3 Week 4
App created rides Driver created rides
1,482 Rides 1,071 App created 411 Driver created
P30I.
0
50
100
150
200
F S S
Passengers (429 Total)
PASSENGERS
Week 1 (June 17 - June 19)
0
1.5
3
4.5
6
F S S
Average wait time (Minutes)P31I.
PASSENGERS
Week 2 (June 20 - June 26)
0
75
150
225
300
M T W TH F S S
Passengers (797 Total)
0
1.5
3
4.5
6
M T W TH F S S
Average wait time (Minutes)P32I.
PASSENGERS
Week 3 (June 27 - July 3)
0
100
200
300
400
M T W TH F S S
Passengers (1,201 Total)
0
1.75
3.5
5.25
7
M T W TH F S S
Average wait time (Minutes)P33I.
PASSENGERS
Week 4 (July 4 - July 10)
0
75
150
225
300
M T W TH F S S
Passengers (1,094 Total)
0
1.75
3.5
5.25
7
M T W TH F S S
Average wait time (Minutes)P34I.
PASSENGERS
Total (June 17 - July 10)
0
350
700
1050
1400
Week 1 Week 2 Week 3 Week 4
Passengers (3,521 Total)
0
1.5
3
4.5
6
Week 1 Week 2 Week 3 Week 4
Average wait time (Minutes)P35I.
Numbers represent total passengers picked up in cluster area
PICK-UP CLUSTERS
P36I.
DROP-OFF CLUSTERS
Numbers represent total passengers dropped off in cluster area
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Page 1 of 5
MEMORANDUM
TO: Mayor and City Council
FROM: John D. Krueger / Lynn Rumbaugh, Transportation
THRU: Randy Ready, Assistant City Manager
DATE OF MEMO: July 27, 2016
DATE OF MEETING: August 1, 2016
RE: Transportation Update – Drive Less, Transit Ridership
and Traffic Counts
REQUEST OF COUNCIL: Transportation staff is providing Council with an update on the
status of three items related to summer efforts: The Drive Less promotion, transit ridership and
traffic counts. Staff requests direction regarding the continuation of the Drive Less promotion
for summer 2017.
PREVIOUS COUNCIL ACTION:
• In April, City Council directed Transportation to, in conjunction with the implementation
of seasonal parking rates, expand its annual Drive Less summer campaign to include
additional promotion and incentives for commuters.
• Also in April, City Council directed staff to continue with expanded (30-minute) service
on the Burlingame bus route.
BACKGROUND: The Transportation Department is charged with maintaining traffic at 1993
levels in perpetuity. Aspen has met this goal to date via a variety of Transportation Demand
Management (TDM) measures including: paid parking; free Aspen shuttle system, valley-wide
transit service; carpool incentives; car share and bike share services, employer outreach and
several additional measures. Although Average Daily Traffic has remained at or below 1993
levels, peak congestion hours have extended resulting in longer periods of congestion. These
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Page 2 of 5
longer peak periods coupled with a healthy economy, especially this past summer, ensure that
traffic congestion continues to be a source of frustration for residents and commuters.
As a means of further strengthening its TDM efforts, the City implemented a variety of new
measures for summer of 2016 including:
• Seasonal parking rates (see separate memo)
• Downtowner on-demand service (see separate memo)
• Drive Less incentive program
• Increased Burlingame route frequency
Below is a brief update regarding the Drive Less program and Burlingame route frequency as
well as information regarding summer transit ridership and summer traffic counts.
DISCUSSION:
Drive Less Incentive Program
For several summers, a Drive Less campaign has been undertaken encouraging residents and
commuters to reduce single occupant vehicle trips for the chance to win prizes. For summer
2016, this program was augmented to provide participants with the choice of one significant
Drive Less Perk. Choices included a RFTA value card, a WE-cycle season pass, a CAR TO GO
application fee waiver or a gift card for a bicycle tune. These incentives were funded by the
funds associated with increased summer parking rates. A variety of events and promotions were
also undertaken including bus rider, carpool and cycling appreciation days along. Promotion for
the effort occurred via newspaper, radio, web and employer channels.
Current participation in the program stands at over 750 individuals, representing a near 50%
increase over 2015 participation. The most popular selected perk was the WE-cycle season pass,
selected by 383 individuals. The bike tune gift cards and RFTA value cards were the second and
third most requested items respectively.
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As a final piece of the additional Drive Less efforts, Transportation staff awarded three employer
grants to businesses will to try a new program in summer 2016. A total of $9,010.00 was
awarded to the Aspen School District, Bluegreen and Paradise Bakery for a variety of trip
reduction projects.
Burlingame Ridership
Burlingame service was increased to half hour service beginning June 11 for the summer. The
ridership has performed well with a significant increase in ridership over summer 2015.
Specifically, ridership for June 2016 was 8,683 versus 4,803 in June of 2015, a difference of
3,880 riders or 81%. Feedback from residents continues to be very positive. Staff will continue
to monitor ridership and report back to Council. Council has approved half hour service through
mid-April 2017. The funding of half hour service for the future will be reviewed as part of the
2017 budget development process.
Overall Transit Ridership
In total, ridership on all City of Aspen summer routes is up 42% for June 2016 compared to June
2015. The increase in Burlingame service contributed greatly to this increase in ridership
increase. Burlingame ridership June 2015 compared to June 2016 was up +81%.
Ridership year to date (January through June) for all City routes is up almost 28% for 2016 when
compared to the same timeframe in 2015. The increase in Burlingame service for the winter and
summer has also contributed to the year to date increase as the ridership is up +88%.
It is important to note that the methodology for collecting ridership data changed from 2015 to
2016. RFTA transitioned from manual paper trip sheets kept by the drivers to automated
passenger counters (APC) installed on all City transit vehicles. The APC counts are
acknowledged industry wide as more accurate and usually show an increase in ridership from
manual trip sheets. Continued monitoring of ridership data will need to continue in the future.
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The RFTA valley ridership has been relatively flat for 2016 compared to 2015. BRT service is
up +0.5% and the valley service is down about -2%.
Traffic Counts
The Traffic data from the permanent counters on SH 82 prior to the Castle Creek Bridge is
shown below. The 2016 average counts year to date are below the 1993 levels by -5%. When
the 2016 monthly counts are compared to 2015 three months (January, February and May) were
greater than 2015. The counts for March, April, June and July 2016 were less than 2015. The
counts for June 2016 down from June 2015 by -2% and July 2016 month to date is down about
4% from 2015.
Year to date the average counts for 2016 are about 3% lower than 2015.
MONTHLY 1993 2015 2016 2016 % 2016 %
AADT
vs
1993
vs
1993
vs
2015
vs
2015
JAN 23,800 23,415 23,649 -151 -0.6% 234 1.0%
FEB 24,300 22,804 22,825 -1,475 -6.1% 21 0.1%
MAR 24,800 24,285 23,648 -1,152 -4.6% -637 -2.6%
APR 18,800 19,163 18,098 -702 -3.7% -1,065 -5.6%
MAY 19,300 17,208 18,037 -1,263 -6.5% 829 4.8%
JUN 26,200 24,993 24,501 -1,699 -6.5% -492 -2.0%
JUL 28,600 27,825 26,591 -2,009 -7.0% -1,234 -4.4%
ANNUAL
MONTHLY
AVERAGE 23,675 23,169 22,478 -1,197 -5.1% -690 -3.0%
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FINANCIAL/BUDGET IMPACTS : Staff will bring back a 2017 supplemental budget request
for the cost of the summer 2017 Drive Less program during the 2017 budget development
process. Staff will also discuss with Council the future of half hour service to Burlingame.
ENVIRONMENTAL IMPACTS: Aspen received a PM-10 maintenance designation in 2003.
However, Aspen continues to be challenged in maintaining and meeting future air quality
standards. Programs that decrease the need for vehicle ownership and/or single-occupant driving
are key to reducing PM-10 levels.
RECOMMENDED ACTION: No action needed at this time.
ATTACHMENTS:
Attachment A: Traffic Count Charts
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23,217
22,963
22,473
23,144
22,820
23,524 23,420
22,044
22,320
21,542 21,554
21,351
21,574
21,920 22,011
22,188
23,169
22,478
20,000
20,500
21,000
21,500
22,000
22,500
23,000
23,500
24,000
24,500
25,000
199920002001200220032004200520062007200820092010201120122013201420152016Traffic Counts 1999 -2016
Annual AADT
AADT 1999-2016 1993 COMMUNITY GOAL
P43I.
JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
1993 23,800 24,300 24,800 18,800 19,300 26,200 28,600 28,600 24,000 20,500 20,000 25,200
2015 23,415 22,804 24,285 19,163 17,208 24,993 27,825 25,621 23,207 20,497 21,943 27,065
2016 23,649 22,825 23,648 18,098 18,037 24,501 26,591
Annual Average 23675 23675 23675 23675 23675 23675 23675 23675 23675 23675 23675 23675
15,000
16,000
17,000
18,000
19,000
20,000
21,000
22,000
23,000
24,000
25,000
26,000
27,000
28,000
29,000
30,000
MONTHLY TRAFFIC COUNT COMPARISON
1993, 2015, 2016 YTD
1993 2015 2016 Annual Average
P44I.
58 35 21 11 27
104
432
889
1,048
1,1181,1081,0781,0911,052
1,0041,036
955 925
765
602
474
346
246
125138
80 58 14 21 65
198
401
648
731 775
879
964 972 1,0111,008980 955
845
651
567 536 513
293
0
200
400
600
800
1000
1200
12:00:00 AM1:00:00 AM2:00:00 AM3:00:00 AM4:00:00 AM5:00:00 AM6:00:00 AM7:00:00 AM8:00:00 AM9:00:00 AM10:00:00 AM11:00:00 AM12:00:00 PM1:00:00 PM2:00:00 PM3:00:00 PM4:00:00 PM5:00:00 PM6:00:00 PM7:00:00 PM8:00:00 PM9:00:00 PM10:00:00 PM11:00:00 PMHOURLY AVERAGE TRAFFIC COUNTS FOR JULY 2015
HOURLY INBOUND HOURLY OUTBOUND S-CURVES CONGESTION LEVEL
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Page 1 of 5
MEMORANDUM
TO: Mayor and City Council
FROM: Mitch Osur, Parking Services Director & Ashley Perl, Climate Action
Manager
THROUGH: Randy Ready, Assistant City Manager
DATE OF MEMO: July 28, 2016
MEETING DATE: August 1, 2016
RE: Changes to Parking Policies Related to Hybrids and Electric Vehicles
REQUEST OF COUNCIL: Staff is requesting City Council feedback and direction on
proposed changes to existing parking policies that would eliminate the incentives for hybrid
vehicles and increase the incentives for electric vehicles.
PREVIOUS COUNCIL ACTION: Aspen City Council approved and implemented the
Hybrid Vehicle Incentive Program in September, 2003.
BACKGROUND:
The City of Aspen and the Aspen community are committed to reducing greenhouse gas
emissions and improving the quality of life for Aspen’s residents and visitors. Since 2004, the
City’s climate action department, the Canary Initiative, has worked with the community to take
actions that help achieve the goal of reducing greenhouse gas emissions 30% by 2020 and 80%
by 2050. One of the major contributors to greenhouse gas emissions in Aspen is the vehicles on
the roadways. The majority of these vehicles are powered by gasoline or diesel fuel and emit
pollutants that harm local air quality as well as contribute to global warming. To achieve our
community goals and create a truly sustainable town, the Aspen community must find a way to
remove a large amount of vehicles from the roads, while at the same time, ensuring that the cars
that remain on the road emit zero emissions and zero pollutants.
At the same time that the Canary Initiative is focused on greenhouse gas mitigation, the City of
Aspen’s Parking Department is focused on reducing congestion and encouraging smart travel
choices. The Parking Department instituted paid parking in 1995 as a response to the poor air
quality in Aspen, and as a way to reduce congestion and traffic in town. The Parking Department
implements and enforces the current City of Aspen policy that allows approved hybrid vehicles
to park for free in designated parking spots in the core and any legal parking space in the
residential zones.
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Together, these two departments are working together to create and implement the City of
Aspen’s Electric Vehicle Readiness Plan. The electric vehicle (EV) plan was started as part of a
2014 City Council Top Ten Goal, and the plan will be completed by the end of 2016.
Although the EV plan is not yet complete, staff has been able to identify a number of priorities
that Aspen should take to encourage drivers to choose a zero emissions vehicle, if they must
drive, instead of a traditionally powered vehicle. The City of Aspen Electric Vehicle Readiness
plan includes recommendations such as:
- Supporting EV charging infrastructure
- Improving wayfinding and outreach for existing EV drivers living in and visiting Aspen
- EV friendly policies and programs
- Building local partnerships to support EV charging
Given the recommendations of the EV readiness plan and the current City Council Top Ten goals
that are related to reducing traffic and encouraging new transit technology, it is an appropriate
time to improve the current City of Aspen parking policies to better support electric vehicles.
The goal of this worksession is to gather City Council’s input on the future of the hybrid
incentive program and the creation of a new EV incentive program.
DISCUSSION:
History of Hybrids in Aspen
The first hybrid vehicle was introduced to the US market in 1999. Four years later in 2003,
Aspen recognized this technology as innovative and choose to incentivize the driving of hybrid
vehicles over traditional vehicles by instituting the Hybrid Parking Policy. This policy
(Attachment A) states that owners of approved hybrid vehicles are eligible to receive an annual
parking pass, at no cost, to park in any Residential Permit Zone or Carpool parking space. To
date, there are 206 hybrid vehicle owners that are permitted to park for free in Aspen. Data
collected since 2011 shows here that the permit numbers have fluctuated year to year:
Hybrid Permits issued by year:
2011- 92
2012- 103
2013- 125
2014- 232
2015- 187
2016- 195
2017- 206, Year to Date
At the time this policy was created, hybrid vehicles represented a significant improvement in
vehicle efficiency (Attachment B). Accordingly, City Council approved the policy with the intent
of encouraging the ownership and use of high efficiency vehicles.
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Current Hybrid Technology and Use in Aspen
Over the last 13 years, vehicle technology has come a long way. Hybrid vehicles, in general, still
present an opportunity for fuel savings and increased efficiency for the vehicle owner. However,
national standards for new cars, enforced by the EPA, continue to improve overall fuel economy
requirements for all vehicles such that passenger cars will be required to get 49 miles per gallon
by 2020. Although the fuel efficiency of some hybrid models is still higher than that of a
traditional car, the emissions of these vehicles tells a different story and shows that hybrids are
no longer the evident leaders in environmental protection and emissions reduction. (Attachment
C). Emissions, when compared with miles per gallon, is a more relevant measurement for Aspen.
Tailpipe emissions directly affect Aspen’s local air quality, whereas the amount of gas used per
mile directly affects the amount a driver must pay for gas and the frequency that they need to fill
up with gas.
When comparing the emissions of a 2016 Prius, 170 grams per mile, with that of a 2016 Subaru,
315 grams per mile, it is evident that any vehicle using gasoline is still contributing significant
and negative emissions to Aspen’s air quality and contributing to global climate change. When
compared to an electric vehicle, that emits zero emissions, hybrid vehicles still represent an
environmental threat. While hybrid vehicles still provide a benefit to the driver through fuel
savings, the environmental benefit is less significant when compared to emerging zero emissions
technology.
When comparing vehicle benefits, it is also important to consider the age and model of Aspen’s
hybrid fleet. Out of the 206 hybrids in Aspen receiving parking permits from the City, 50% are
from 2010 or earlier, showing that Aspen has an even split of hybrid technology represented.
Next Steps for Aspen’s Environmental Goals
Aspen has always been a leader in creating programs and policies that protect our sensitive
environment. While we are thankful to those drivers that choose a hybrid over a traditional
vehicle, it is becoming clear that hybrid vehicles no longer represent the leading edge of low and
zero emission vehicles, and are therefore something that should be commended, but not
incentivized. In addition, it is important to note that low- or no-emission vehicles continue to
contribute to parking and traffic congestion, even though they may help achieve other
environmental goals. For these reasons, it is necessary for Aspen to consider how parking
policies can be used to drive innovative behaviors, as technology improves and markets shift.
Although the hybrid policy was considered forward thinking in 2003, new technologies and
market direction show that this policy is no longer considered cutting edge or best practice.
Aspen, a unique rural resort town, has many challenges ahead. One of those is most notably the
traffic, noise and pollution that is caused by vehicles on the roads. To truly solve these issues and
continue to lead the way in environmental protection, we must incentivize the community to
adopt new technologies and move with the pace of the national markets.
Basic information about electric vehicles is available in Attachment D. Electric vehicles are a
growing market, shown by the fact that the total number of electric vehicles worldwide has
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tripled since 2013, with 1.26 million EVs in use worldwide in 2015. What is more, “In order to
avoid more than 2°C of global warming”, the International Energy Agency calculates, “we'd
likely need to see about 150 million electric cars on the road by 2030 and 1 billion by 2050 as
part of a broader climate strategy”.
In a detailed 2015 analysis of alternative transportation fuel options for the City of Aspen, the
Clean Cities Coalitions proposed that, “EVs are the best opportunity to reduce emissions from
on-road transportation in the near term by charging on an incredibly clean Aspen Electric grid,
and the EV market as a whole is expected to continue growing to overcome the barriers it
currently faces.” When compared with renewable natural gas and hydrogen fuel cell vehicles,
electric vehicles, “represent the most actionable and meaningful technology for
Aspen to reach its carbon reduction goals.” (“Low Carbon Fuel and Vehicle Technology
Analysis,” Clean Cities. March 13th, 2015. P. 5).
Lastly, staff feels a policy change to support electric vehicles in Aspen is in alignment with
national and state best practices. The Washington Post and Time Magazine recently described
Colorado as the best state in which to buy a new electric car. This claim is based on the recent
passage of Colorado House Bill 1332, that is designed to make the state income tax credit for
EV’s more effective at incentivizing Coloradans to purchase electric vehicles.
Considering Aspen’s carbon reduction goals, the market trends, and recommendations
from trusted sources, City of Aspen staff recommends City Council consider altering the
existing parking policy to incentivize electric vehicles over hybrids.
Proposed Policy Changes
City Council direction is requested on the following policy details:
- Does City Council want to remove the free parking permit for hybrid vehicles?
o If so, staff recommends a phase-out of the program so that hybrids are allowed to
continue parking for free in residential spots in 2017 and then eliminating the free
parking for hybrids entirely in 2018.
- Does City Council want to offer free parking permits to electric vehicles?
o If so, staff recommends that these permits should be for residential zones only.
Other Policy Changes
Sunset date
Staff feels it is important to add the addition of a Sunset Date of 2010 to
allow the City the opportunity to reassess these policies periodically, as
technology changes.
Are there other policies related to electric vehicles that Council would like staff to
consider?
FINANCIAL/BUDGET IMPACTS:
There are no direct budget impacts to the City of Aspen related to this policy change. It is
possible that drivers of hybrid vehicles will continue to drive into town and will now need to pay
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either $5 or $8 a day to park in the Rio Grande garage or the residential zones. Those drivers
could continue to park for free if they qualify for a carpool parking pass.
ENVIRONMENTAL IMPACTS:
Altering this policy could impact multiple environmental sustainability measures that are
included in City Council’s Sustainability Dashboard. With an increase of electric vehicles on the
road and a decrease in gas and diesel vehicles, the greenhouse gas emissions of Aspen’s transit
sector will decrease, helping the Aspen community move closer to its goal of a 30% reduction by
2020. Additionally, zero tailpipe emissions from electric vehicles means less ozone and
particulate matter pollution in Aspen’s local air.
RECOMMENDED ACTION: Staff from the Parking Department and the Canary Initiative
recommend City Council support the drafting of a new Electric Vehicle Parking Permit program
while at the same time, eliminating the parking incentive for hybrid vehicles.
ALTERNATIVES: If Council does not want to support the staff recommendation, the City can
continue to offer the hybrid parking incentive program and support electric vehicle adoption in
other ways. This would leave Aspen with an outdated policy and would continue to incentivize
older technology over newer technologies.
ATTACHMENTS:
Attachment A: Existing Hybrid Policy
Attachment B: 2003 Vehicle Data
Attachment C: Current Vehicle Data
Attachment D: Electric Vehicle Basics
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Attachment A: Existing Ordinance Language
Chapter 24.24
Sec. 24.24.020. Qualifications, administration and rebate amount.
(a) For purposes of this Chapter, the following terms shall have the following meanings:
Hybrid vehicle shall mean a vehicle that meets the then-applicable definition of the Super
Ultra Low Emission Vehicle (SULEV) Standards or better, promulgated by the California Air
Resource Board (CARB) and that meets the definition of hybrid vehicle per the U.S. Department
of Energy (www.ott.doe.gov/hev).
Sec. 24.24.030. Hybrid Vehicle Parking Program.
There is hereby created a Hybrid Vehicle Parking Program within the City to encourage the
ownership and use of low emission vehicles in the City. (Ord. No. 37-2003, § 1)
Sec. 24.24.040. Qualifications, administration and parking privileges.
(a) Any person who is the owner of a hybrid vehicle that meets the then-applicable SULEV
standards, may apply for an Aspen Hybrid Vehicle Parking Program Permit every year so long as
this Chapter shall be in force on such forms as provided by the Director of Parking. The Hybrid
Vehicle Parking Program Permit shall allow qualifying hybrid vehicles to park in any Residential
Permit Zone or High Occupancy Vehicle (HOV) Zone space. Vehicles that display a valid hybrid
vehicle permit will be exempt from the two-hour parking restriction in Residential Permit Zones
and will not be required to display an additional permit in High Occupancy Vehicle (HOV) Zone
spaces.
(b) The application for a Hybrid Vehicle Parking Program Permit shall be reviewed by the City's
Transportation and Parking Department to determine the SULEV hybrid status of the type of
vehicle for which an application is made. Qualifying SULEV hybrid vehicles will be issued
Hybrid Vehicle Parking Program Permits. Such permits are not transferable and will only be
valid on hybrid vehicles that meet Super Ultra Low Emission Vehicles Standards or better. (Ord.
No. 37-2003, § 1)
Sec. 24.24.050. No exemption created.
Display of a Hybrid Vehicle Parking Program Permit shall not exempt a vehicle from the
provisions of Title 24 of this Code. Display of a permit on a qualifying vehicle does not convey
any privileges other than that of exceeding the posted time limit in Residential Permit Zones or
of parking in High Occupancy Vehicle (HOV) parking areas without a valid HOV parking
permit. It does not authorize parking in any other restricted or prohibited zone or parking space.
It does not authorize exemption from the seventy-two-hour parking limitation (Section
24.08.010[5]), nor any other parking limitation or prohibition posted on an official sign (Section
24.08.010[4]). (Ord. No. 37-2003, § 1)
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Attachment B: Fuel Economy and Emissions Comparisons of 2003 Vehicles 2003 Subaru Outback AWDPhoto Type of Vehicle GasolineCombined City/Highway MPG 20Grams/Mile GHG Emissions 444 g/mi: Fuel Economy and Emissions Comparisons of 2003 Vehicles2003 Subaru Outback AWD 2003 Honda Accord 2003 Toyota Prius Gasoline Gasoline Hybrid20 21 g/mi 423 g/mi 217 g/mi: Fuel Economy and Emissions Comparisons of 2003 Vehicles 2003 Toyota Prius Hybrid 41 217 g/mi P52
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Attachment C: 2016 Vehicle Emissions 2016 Subaru Outback AWD 2016 Honda FitPhoto Fuel Source Gasoline Gasoline Combined City/Highway Miles/Gallon 28 36 Grams/Mile Tale Pipe GHG Emissions 315 g/mi 247 g/miEPA Tail Pipe GHG Rating* 7 8 EPA Tale Pipe Smog Rating* 6 5 *EPA Tail Pipe GHG Emissions and Smog Ratings are on a Scale of 12016 Vehicle Emissions Comparisons 2016 Honda Fit 2016 Toyota Highlander 4WD 2016 Subaru XV Crosstrek Hybrid AWD 2016 Toyota Prius Hybrid Hybrid Hybrid28 31 52247 g/mi 320 g/mi 282 g/mi 170 g/mi7 7 107 7 7*EPA Tail Pipe GHG Emissions and Smog Ratings are on a Scale of 1-10, 10 being best. 2016 Toyota 2016 Nissan Leaf Hybrid Electric 52 114 (mpg equivalent for electricity) 170 g/mi 0 g/mi 10 10 7 10 P53
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EmissionsNo tailpipe emissions.Vehicles charged on Aspen Electric haveno pipeline emissions.PerformanceFasteracceleration. Quiet driving experience and communities. Torqueand horsepowernot impacted by high altitude. MarketRapid expansion2011: Only 3EV models available2016: Over 20A Case for Electric Vehicles (EVs)Energy CostDriving costs roughly$0.03/mileElectricity costs are more stable than gas. EfficiencyEV efficiency is ~60% vs. ~20%for internal combustion enginesMaintenance50% lower maintenance costs. Fewer moving parts. No oil or transmission fluids. Battery replacement is rare.EVs convert ~ 80% of electricity from the grid into power at the wheels. They are also ~80% efficient at converting AC current to DC. P54
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1
MEMORANDUM
TO: Mayor and City Council
FROM: Wheeler Executive Director Gena Buhler
THRU: Assistant City Manager Randy Ready
DATE OF MEMO: July 29, 2016
DATE OF MEETING: August 1, 2016
RE: Wheeler Opera House Programs Update and Request for Direction for
Increased Programming Support (Marquee Artists)
SUMMARY:
The purpose of this memo is to document the past year at the Wheeler Opera house and ask
for guidance on the next steps for the growth and success of Wheeler programming. Wheeler
staff is requesting City Council feedback and direction pertaining to a new programming
initiative/directive for the Wheeler Opera House. Upon evaluation of the Wheeler
programming (community and board feedback, survey results, etc.), the community would like
to see some higher profile artists on the Wheeler stage, in addition to the current diverse
offerings. The increase of programming proposed is to be associated with adding 2 – 3
marquee artists over the Winter series (December – April), in partnership with the Belly-Up
Aspen, as well as adding 2 higher profile comedians to the annual Laugh Festival (February).
BACKGROUND:
In September 2009, Council was presented with a Wheeler Programming Vision statement that
outlined the programming direction (attached). This statement is now out of date (specifically
in its references to two programming venues). What follows for discussion is an updated
programming vision for Council review and discussion.
In a memo dated February 16, 2012, the former Wheeler Director posed several questions
regarding Wheeler programs to Council (attached). Most relevant to the current discussion is
the continued direction towards filling the Wheeler calendar with live events (vs. film),
including a programming mix that includes self-presented Wheeler events, as well as a healthy
mix of co-presentation events with local partners. In addition, direction was given in terms of
the level of subsidy to support the annual festivals.
In October 2015, a Wheeler Programming Direction document was presented to Council
outlining direction and initiatives for the 2016 calendar year (attached). The following memo
follows up on the success and learning moments from this plan, and asks for guidance in
updated areas of focus moving forward into the 2017 booking and presenting calendar.
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DISCUSSION:
Part of the directive that the Wheeler has received from present and past City Councils is to
create destination product that distinguishes Aspen from all other mountain resort
communities and to provide a decision factor for potential guests during their vacation
purchase process. This is a directive that also clearly benefits local and part-time Aspen
residents as well, and helps Aspen extend its attractiveness as a place to visit, live and work.
The most recent Wheeler Winter 2016 series, as well as the Aspen Laugh Festival (February
2016) attracted an expansive audience. Winter series audiences were offered a much more
diverse line-up than in years past, and the feedback was positive. As one evaluates the current
programming direction from City Council, the gap in overall audience satisfaction is in the
higher level “marquee” artists that one can find in other resort communities, and frequently
down the street at Belly Up Aspen in a different venue setting. Several community members
have asked why the Wheeler is not able to offer more world-class level of talent both
throughout the Winter series, and also with the level of comedians at the Aspen Laugh Festival.
Wheeler Winter Series
The 2016 Wheeler Winter series was presented in a truncated model due to the delayed re-
opening of the building, and included one off-site performance presented at Harris Hall
(December). It was a series of exploration under new artistic direction and curation, but overall
there were several successes.
Overall audience survey results have been provided to Council for full details of community and
audience feedback (attached). What follows is an overall summary of the series, including
take-aways from the survey results.
Key stats on the live performance series (23 live performances) | Winter 15/16:
Presentation Cycle: January 8 – April 2 (plus 1 off site performance on December 17)
Number of Ticketed Wheeler Presented Performances: 16 (plus 1 cancellation: Kevin
Smith)
Number of Co-Presentations: 4 (plus 1 cancellation: Clint Black)
o Belly Up Aspen (Clint Black)
o Theatre Aspen (Susan Egan)
o Wheeler Associates (Head for the Hills, Bruce Cockburn, Leo Kottke)
Number of Free Community Events: 1
Tickets Sold: 4,133 | Ticket Revenue: $162,220
Average Artist Contract Fee Ticketed Events: $13,000 (including Clint Black)
Lowest Artist Contract Fee: $4,750 | Highest Artist Contract Fee: $35,000
Average Ticket Price $47.52 | Average Wheeler Wins Ticket Price $35.18
Highest Attendance: 464 sold, 14 comps (100% capacity) | Jason Bishop Magic & Illusion
Lowest Attendance: 40 sold, 67 comps (22% capacity) | The Hunts
Average Paid Attendance: 230 sold (48% capacity) | Increase of 4% year to year
Diversity of Programming
o Headliner and/or well-known artists Concerts | 7
o Tribute Band Concerts | 3
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o Up and coming artist Concerts | 3
o Family | 5
o Theatre/Musical Theatre | 3
o Comedy | 2
Winter Film Series: Monday Night Docs
In following the past tradition of booking a 9 – 12 film documentary series, the Wheeler again
produced the Monday Docs series:
Presentation Cycle: January 18 – March 28, 2016
Number of Films Programs: 11
Tickets Sold: 1,117 | Ticket Revenue: $14,979
Average Ticket Price $15 | Average Wheeler Wins Tickets Price $10
Average Attendance per Screening | 113 (24% capacity) | Increase of 1% year to year
Highest Attendance: 167 sold, 4 comps (36% capacity) | Unbranded (March)
Lowest Attendance: 70 sold, 4 comps, (16% capacity) | Very Semi Serious (January)
Diversity of Programming
o Adventure Based
o Environmental / Activism
o Other
In addition to the Monday Night Docs series, the Wheeler again partnered with AspenFilm and
Wheeler Film Society. While a high quality film was selected, sales very much suffered as it was
outside of the typical AspenFilm presenting window, but was supported fully by all 3 parties.
Film: Margarita with a Straw, Saturday March 5, 2016 | Paid Attendance 50
In addition, in past years, sales for Wheeler Film Society presentations had slowed. While
dates were offered to WFS for the Winter 2016 window, it was determined that the busy
Winter season was not the right fit for these films (as proven by the lack of sales for March 5).
In Fall 2016, Wheeler and WFS are targeting dates to partner together on to try to find a
workable solution to continue the WFS series.
Marketing Stats Overall Wheeler Winter Events (Wheeler Live Series & Film)
Top 4 sources of “why people purchase”
1) Newspaper Ads & Editorial
2) Word of Mouth/Social Media
3) Email Marketing
4) Wheeler Opera House website
Marketing Dollars Spent: $107,000
Past Season Comparison saw 3.5% in overall increase of sales (based on average
between live & films)
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Top 6 Take-Aways from Winter 2015/16 Season:
Family Programming:
o A focus this season, our family based programming sold the best, and we may do
even better by being sensitive to the show day of week and start time (weekend
vs. mid-week, 5pm/5:30pm vs 6:30pm vs 7:30pm)
Day of Week:
o Thursday – Sunday performance dates sell the best, and even in the prime
tourist windows mid-week performances are hard to sell. While it may still make
sense to program mid-week, care will be taken to minimize.
Type of Programming:
o Diversity of programming was well-received, however, the feedback remains
that key marquee artist names are missing from the season.
Marketing Efforts:
o New marketing efforts and realignment of management of marketing/PR yielded
results, however, a 3 year audience growing plan is in place to show marked
audience growth moving forward.
Locals Membership Program:
o Wheeler Wins program was well received, with memberships reaching 350 by
the end of the Winter season, allowing a direct avenue for locals to receive the
most affordable ticket prices for all shows.
Monday Night Docs Series:
o While there is a dedicated following for documentary film, the continued model
of 9 to 11 consecutive Mondays is not a model that is working. Moving forward,
Wheeler staff is adjusting the schedule to include a documentary film on the first
Monday of each month, and will program throughout the full calendar year
(when possible).
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Aspen Laugh Festival
The 2016 festival was the most successful in the last 6 years of the festival. Ticket sales doubled
from 2015 to 2016, and increased 42% over the 5-year average.
Festival Dates: February 18 – 20, 2016
Number of Paid Performances: 5
Tickets Sold: 1542 | Ticket Revenue: $50,310
Average Ticket Price $32.62
Average Attendance: 355 (76% capacity)
Number of Free Events: 4 (1 local comedy open mic night, 3 education events)
Highest Attended Show: Heather McDonald | 369 sold, 48 comp (88% capacity)
Average Headliner Fee: $10,000
Audiences were very happy with the festival, but the one concern, complaint or criticism of the
festival is the profile and name recognition of the comedians, versus what it used to be in the
“days when it was the HBO comedy festival”. Data from the end of festival survey is included
(attached).
Marketing Stats Aspen Laff Festival
Top 4 sources of “why people purchase”
1) Newspaper Ads & Editorial
2) Email Marketing
3) Word of Mouth/Social Media
4) Wheeler Opera House website
Marketing Dollars Spent: $22,921.00
Past Season Comparison saw 50% in overall increase of sales between 2015 and 2016
Top 2 Take-Aways from the 2016 Festival:
The late night slot (9:30pm) is a tough slot for Aspen audiences. For pass holders, it’s
getting to be too much in an evening (after starting at 7:00pm) and for others the
9:30pm slot is too late. Moving forward, Wheeler staff is looking to spread the 4
headliners over 4 days (beginning at 7:00pm) in order to grow audiences at the key start
time.
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Starting and ending with a more popular name (which means with a higher artist fee)
will attract even more attention to the festival and will help to grow audiences.
MountainSummit: Mountainfilm in Aspen Festival
The August 2015 festival was a success in terms of sales as well as audience reach across the
community. A meshing of free community events (hosted at venues around Aspen, including
Wagner Park) as well as ticketed and pass based screenings at the Wheeler yielded a year to
year increase of 17%. A co-presented live music concert was also hosted at the Belly Up
(Nathaniel Rateliff & the Night Sweats).
The August 2016 festival appears to be on target, with a growth goal of 5 – 7% targeted. A lot
of good growth was established in 2015, primarily in a change of marketing efforts which
targeted both local and destination audiences.
Key 2016 Facts:
Festival Dates: August 24 – 28, 2016
Ticketed Film Programs: 8
Ticketed Live Events: 1
Free Public Events: 14
Full Festival Pass: $135 | Wheeler Wins Discounts $100 | Club Wheeler Discount $115
Average Single Ticket Price: $21.50
Still to Come: Fall 2016 | Launch of On The Rise music series
In October, the Wheeler will be launching a new music series called On the Rise. Featuring
affordable packages and single ticket prices, across three concerts of up and coming artists, the
goal is to introduce Aspen audiences to amazing new and relatively unknown talent in the “off-
season.” In addition to live performances, all artists are contracted to participate in free
community outreach and educational events.
Still to Come: Holiday 2016 Live Events Series:
After thoughtful and thorough discussions with AspenFilm and other community partners, the
Wheeler will once again bring a diverse line-up of live events to the Wheeler stage over the
prime two holiday weeks at the end of December. In addition to Wheeler programming in this
time frame, AspenFilm will also host six days of Academy Screenings films, partner Wheeler
Associates will present one event, and Crossroads Church will once again host a Christmas Eve
service. Utilizing budgetary savings, the Wheeler and Belly Up Aspen were able to partner on a
larger marquee artist that we are very excited about bringing to town: The Beach Boys. The
full holiday series will not be announced until October, but the profile breaks down as:
Presentation Cycle: December 17 – 31, 2017 | 7 performances
o Marquee Artist | 1
o Well Known Concerts | 2
o Tribute Concert | 1
o Family | 2
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o Musical Theatre/Family | 1
Average Artist Fee: $19,428.00
Average Ticket Price: $72.00 | Average Local Membership Price: $40.00
Revenue Goal: $190,000 | Ticket Goal: 3,050
Based on these two weeks being prime season in Aspen, we focused on a somewhat higher
level of artists and on greater ticket price variation.
Renewed Co-Presentation Focus & Marquee Artist Program:
A renewed attitude towards co-presenting resulted in the booking of country music star Clint
Black (March 2016) in partnership with the Belly Up. Unfortunately, this concert was postponed
to March 2017 due to a family emergency, but all indications the week prior to the concert
were that it was going to be a sell-out. Clint Black is an artist requiring fee and show costs in
excess of $40,000. Under the co-presentation relationship, the risk is split 50/50 between
partners, and allows for an open and non-competitive partnership between the private or other
non-profit music venue/promoter and the city venue/presenter. While due to contractual and
budgetary guidelines, all of the expenses for the venture lay with the contracting party
(standard: venue), the revenue that remains in the Wheeler budget reflects the pay back of the
partner’s 50%. In all cases, the goal with the higher range of artist fee contracts is for a sell-out.
In the case where this does not occur, the co-presenter would reimburse the Wheeler for the
balance of out of pocket in expenses.
With regard to the specific relationship with Belly Up Aspen, each venue typically attracts a
certain demographic/type of audience, and during the prime seasons, each venue can flourish.
By working together instead of against each other, this allows more entertainment to come to
Aspen and avoids competitive price bidding for certain acts that drives the cost and resulting
ticket prices up. The larger names attract more visitors, who sometimes will make their travel
choices based on a certain performer that they would like to see.
Following the trial run partnership between the Wheeler and Belly Up Aspen over the past year,
the evaluation between the partners is that we would like to be able to do more together. By
targeting 2 to 3 marquee artists (fee range between $50K and $100K plus expenses) in the 2017
budget cycle, we can start to gauge what types of shows we can lure to Aspen to perform on
the Wheeler stage. Many of these artists may only have 1 to 3 performance dates in the state,
and this could continue to position Aspen as a premier performance destination.
Artists of this range may include (not listed in any particular order):
Peter Frampton
Kenny Loggins
John Legend
Nathaniel Rateliff
& The Night Sweats
The Monkees
Frankie Vali
Paul Anka
Michael McDonald
Boz Scaggs
Lyle Lovett
Bonnie Raitt
Ben Harper
David Gray
Chicago
Jason Mraz
Kenny Rogers
The Fray
Willie Nelson
George Benson
Al Green
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8
Chris Isaak Josh Turner
As a sample of expenses and ticket prices at a $50,000 artist fee:
Increase of programming profile for Aspen Laugh Festival:
A current evaluation of touring comedians is that we could gently raise the profile of the
comedians in order to satisfy the demands of the community. In addition, the festival
continues to be a destination event, so by raising the profile of an opening and closing
comedian, this will only increase the level of press and attention that comes from the festival.
Potential comedians could include (not listed in any particular order):
Adam Devine
Martin Short
Margaret Cho
Kevin James
Dennis Miller
Jay Leno
Lewis Black
Ellie Kemper
Jeff Ross
An increase of profile in 50% of the Laugh Fest line-up would yield a targeted average
attendance rate of 88% capacity in the 2017 festival (12% increase from 2016).
FINANCIAL IMPLICATIONS:
In order to increase the programming profile for a small number of shows, a Wheeler Fund
supplemental budget request for 2017 has been submitted in the amount of $265,000.
Artists/performers at the level being proposed cannot be accommodated out of the current
Wheeler programming budget without the rest of the series or festival line-up suffering.
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9
The dollars being requested would be divided between artist contract fees and the cost centers
associated with presentations of these shows (travel, lodging, catering, production, etc.). The
amounts are broken down as:
Winter Series Marquee Artists | 2 – 3 artists
• $119,000 | Artist Fees
• $44,000 | Production, Travel, Lodging, Etc. Expenses
• Note: All would be 50/50 co-presentations, but because the artist fees and expenses are
handled out of the Wheeler operating budget, the full expenses lie in the Wheeler
budget. The 50% savings is made up in the additional revenues collected from the split.
Aspen Laugh Festival | 2 comedians
• $91,000 | Comedian Fees
• $11,000 | Production, Travel, Lodging, Etc. Expenses
Revenue:
• $110,000 | Wheeler Winter Series
• $32,500 | Aspen Laugh Festival (due to festival passes vs. single ticket sales projections)
As a partial offset to the increase to expenses, a projection of $142,500 in additional revenue is
proposed to be added to the Wheeler revenue budget. The revenue projection is based on a
standard subsidy from the WRETT, which allows for a community affordable pricing level. For
Wheeler Winter series co-presentation, this includes a higher ticket price level (not to exceed
$200) in order to balance the subsidy and expenses with artists of this level. The revenue
projection reflects the sell-out revenue less the co-presentation share of the net outcome.
Should a co-presentation yield a situation where revenues do not cover expenses, the co-
presenting partner would be responsible for paying the Wheeler the amount of their
percentage of loss, which would then be reflected in the revenue line to offset their share of
the expenses.
STAFF RECOMMENDATIONS:
Wheeler staff requests the following direction from City Council:
• Direction on the programming profile level for both the Wheeler Winter series and the
Aspen Laugh Festival;
• Direction on the subsidy and pricing model for these levels of co-presentation live shows
• Direction to Wheeler staff to move forward with securing artists for the following
season in advance of formal budget approval later this fall;
• Direction to conduct community focus groups and audience surveys focused on this new
programming direction in order to further hone in on specific community desires.
P63
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10
CITY MANAGER COMMENTS:
P64
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. DRAFT
WHEELER OPERA HOUSE
PROGRAMMING VISION STATEMENT
September 18, 2009 Draft
The Wheeler Opera House is thrilled to anticipate that by the middle of 2013 there may
be two fully-operating theatres in downtown Aspen for use by all presenting entities in
the Roaring Fork Valley – the 503-seat historic Wheeler stage and a new, flexible
underground theatre in the Wheeler expansion, expected to hold a maximum of 265 seats.
An additional flexible-use space is also anticipated to be added, opening up opportunities
to satisfy a number of other needs identified by the arts and cultural community.
In order to operate these spaces in a clearly-articulated fashion, Wheeler management
would like to propose the following programming vision statement, which can be
revisited annually for better clarity based on actual usage.
• The Wheeler Opera House is a locally-serving cultural asset, and is
dedicated to making its stages available for rental at reasonable rates for
all not-for-profit and for-profit arts entities that wish to use it, with a
particular bias towards locally-based and locally-serving organizations in
the Roaring Fork Valley.
• The Wheeler Opera House is also a presenting entity, charged with
maintaining a programming profile in keeping with the City of Aspen’s
mission of furthering Aspen’s reputation as America’s premiere resort
destination.
• Therefore, in order to effectively balance these two directives, the
Wheeler plans to construct a new, smaller theatre for the primary purpose
of absorbing much of Aspen’s locally-driven programming needs, when
those needs require a more intimately-sized venue than the historic
Wheeler stage and 503 seats.
• The priority for bookings in both the historic and expansion theatres is
suggested as follows:
The Wheeler Opera House shall have priority for booking in
both venues at peak times of year and at key guest occupancy
times (Christmas to New Year’s, Presidents Weekend, Fourth
of July week), in order to fulfill the City of Aspen’s goal as
stated above to provide high-profile popular entertainment
options at extremely reasonable prices.
The Wheeler Opera House shall have priority for booking in
both venues for any multi-day festival or mini-festival for
which the Wheeler acts as producer or co-producing partner.
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The total number of Wheeler-produced events and festivals is
expected to be 20-40??? per year, leaving over 320??? days a
year available for programming.
First rental/usage priority in either venue will be given to
multiple-day events that are established in the Wheeler’s
presenting profile. These currently include the John Denver
tribute concerts, Aspen Skiing Company’s “The Meeting,”
Aspen Filmfest, Aspen Shortsfest, Warren Miller movies,
Aspen Center for Physics lectures, Aspen Day School and
Aspen Community School student productions, and any
future evergreen? bookings that take on a similar profile and
audience-draw.
Non-Wheeler produced festivals (Aspen Filmfest, Aspen
Shortsfest, JAS Junefest, Summer Words, Winter Words,
etc.) will have priority for booking in both venues within the
timeframe desired by such festivals.
The Aspen Music Festival and School shall continue to have
full authority over the historic Wheeler during the summer
season, as outlined in its ongoing Agreement with the
Wheeler through August 2034.
Priority for single or multiple-day bookings in the
expansion theatre will be given to Roaring Fork Valley arts
presenters for all periods of availability other than the
periods and conditions listed above. These bookings shall
be on a first-come, first-served basis, and bias shall be given
to the presentation of live and/or interactive (presentation and
speaker) public events. If local groups do not book within xx
days of a certain peak-period date, the Wheeler has the
option to book other event(s) for that date.
Priority for single or multiple-day bookings in the historic
Wheeler theatre will be equally shared between Wheeler
programming and Roaring Fork Valley arts presenters.
Emphasis will be given to anticipated audience size in
consideration of non-Wheeler-presented bookings in the
historic theatre. Audiences of 250 or less will generally be
better-accommodated in the new venue.
Through the ten-week summer period when only the new
stage is available for community bookings, the Wheeler will
endeavor to coordinate multiple daily bookings in day-
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part??? blocks, in order to better share the space among
Aspen’s presenting community.
Programming of the multi-purpose room shall be open to all
on a case-by-case basis, and programming usage may be
limited to day-part? blocks, so that this space may be more
fully available to all, particularly at peak-need times of year
(e.g., early/mid summer). This room will also be folded into
the inventory of spaces made available to presenters of
festival situations during the dates of such festival(s).
The Wheeler welcomes programming ideas for both venues
and is most actively soliciting programming for the new
venue from September through mid-December and April
through May. The Wheeler is a treasured community asset,
and its staff looks forward to making the expanded Wheeler
fulfill the needs of local arts groups and the Aspen
community to the maximum extent possible. Let us know
how we can serve you!
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Wheeler Opera House – 2016 Direction & Initiatives
Diversity of Programming
o Wheeler Presents Programming should be more diverse in our offers, including increasing
family oriented programming, select “larger” names, dance, theater, comedy, musical
theater, singer songwriter, etc. {Family 2 – 3; Theater 1-3; Comedy 4-7; Singer Songwriter
2; Big Name 1-3; Standard Music 10-15}
o Allow for a balanced mix of known vs. up and coming {60/40 to 70/30 mix)
o Increased collaboration with other presenting partners in town (Aspen Music Festival,
Theatre Aspen, JAS, etc.) {Goal for 2016 is to increase by at least 1, with a plan for 2017
for increasing this by 2-4}
Collaboration with the Private Sector
o Create cohesive and collaborative with the Belly Up Aspen, allowing for co-presentation
opportunities {Goal 1 – 3 co- presents}
o United force between two venues in town, sharing programming ideas, no bidding
against each other, etc.
Education & Outreach
o How are we reaching all of the members of our community?
o Increase educational opportunities for all members of the community through outreach
events, educational shows, workshops, talk backs, etc. {GOM goals set with this for
Wheeler Programming & Festivals}
o Investigate the community need for day time performances (bus in program) with local
schools, and evaluate if there is a need for this moving forward into Winter 2017
Profile and Brand of the Wheeler
o Focus on Costco method of diverse offerings, but not over programming
o Increase the marketing quality and scope, with goals of increasing ticket sales and “butts
in seats” by 15% overall for Wheeler Presents, Wheeler Co-Pros, and Festivals. This
includes re-structuring the marketing efforts and hiring an independent marketing firm
for graphic design, strategy, and support.
o Partner more with local hotels and restaurants, and work to make the Wheeler even more
of the “Aspen Experience” for tourists and second home-owners
o Launch programs targeted at locals, re-engaging them in the Wheeler experience
(Wheeler Membership, Love for the Locals Pass Programs, etc.).
New Lobby Space | Programs & Branding
o Evaluation of new presentation/stage space in the upper lobby – how can we help
support community needs, especially in the Summer
o New Branding of the “Wheeler Bar” – what partnerships might exist to make this more of
a “place to be” prior to a show.
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72.13%44
18.03%11
9.84%6
Q1 How would you describe yourself and
your relationship to Aspen?
Answered: 61 Skipped: 0
Total 61
Local
Second
Homeowner
Tourist/Visitor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Local
Second Homeowner
Tourist/Visitor
1 / 18
Aspen Laff Festival 2016 SurveyMonkeyP69
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45.00%27
45.00%27
31.67%19
31.67%19
28.33%17
6.67%4
1.67%1
0.00%0
Q2 Which performances/events did you
attend during the Festival?
Answered: 60 Skipped: 1
Total Respondents: 60
#Other (please specify)Date
There are no responses.
The Second City
Heather
McDonald
Gilbert
Gottfried
Steve Byrne
Pete Holmes
Locals Open
Mic Night
Improv Comedy
Class
Other (please
specify)
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
The Second City
Heather McDonald
Gilbert Gottfried
Steve Byrne
Pete Holmes
Locals Open Mic Night
Improv Comedy Class
Other (please specify)
2 / 18
Aspen Laff Festival 2016 SurveyMonkeyP70
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21.67%13
10.00%6
5.00%3
63.33%38
Q3 Did you purchase a festival pass or
single ticket?
Answered: 60 Skipped: 1
Total 60
Full Fest Pass
Friday Pass
Saturday Pass
Single Ticket
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Full Fest Pass
Friday Pass
Saturday Pass
Single Ticket
3 / 18
Aspen Laff Festival 2016 SurveyMonkeyP71
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79.07%34
4.65%2
16.28%7
Q4 If you purchased a single ticket, did you
know about the pass options?
Answered: 43 Skipped: 18
Total 43
Yes, I was
aware but...
No, I was not
aware and wo...
No, I was not
aware but I...
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Yes, I was aware but decided not to purchase
No, I was not aware and would have purchased a pass
No, I was not aware but I still would have not purchased a pass
4 / 18
Aspen Laff Festival 2016 SurveyMonkeyP72
III.
26.23%16
40.98%25
32.79%20
Q5 How many times have you attended the
Aspen Laff Festival (including Rooftop
Comedy and HBO Comedy Festival)?
Answered: 61 Skipped: 0
Total 61
First time
2-5
5+
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
First time
2-5
5+
5 / 18
Aspen Laff Festival 2016 SurveyMonkeyP73
III.
91.80%56
6.56%4
1.64%1
Q6 How many comedy events do you attend
in a year?
Answered: 61 Skipped: 0
Total 61
1-5
6-10
11+
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
1-5
6-10
11+
6 / 18
Aspen Laff Festival 2016 SurveyMonkeyP74
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59.02%36
40.98%25
Q7 Do you attend comedy performances at
the Wheeler Opera House outside of the
annual Aspen Laff Festival?
Answered: 61 Skipped: 0
Total 61
Yes
No
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Yes
No
7 / 18
Aspen Laff Festival 2016 SurveyMonkeyP75
III.
Q8 How useful is the following information
when you decide to attend a comedy
show?
Answered: 61 Skipped: 0
Extremely Useful Somewhat Useful Not at All Useful
Comedian
Part of a
Festival
Venue
Price
Date/Time
0%10%20%30%40%50%60%70%80%90%100%
Extremely Useful Somewhat Useful Not at All Useful Total
8 / 18
Aspen Laff Festival 2016 SurveyMonkeyP76
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78.33%
47
18.33%
11
3.33%
2
60
32.14%
18
32.14%
18
35.71%
20
56
59.65%
34
33.33%
19
7.02%
4
57
64.41%
38
30.51%
18
5.08%
3
59
80.00%
48
16.67%
10
3.33%
2
60
Comedian
Part of a Festival
Venue
Price
Date/Time
9 / 18
Aspen Laff Festival 2016 SurveyMonkeyP77
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73.33%44
16.67%10
10.00%6
Q9 Were your expectations met based on
the price you paid for our ticket or pass?
Answered: 60 Skipped: 1
Total 60
#Other (please specify)Date
1 I'm broke, so shows are hard for attend but this reasonable! wish I could go more often 3/4/2016 2:14 PM
2 Gottfried sucked 3/1/2016 4:58 PM
3 I didn't think he was funny but the billing and price was fair.2/26/2016 12:47 AM
4 Thought 2nddcity would be better 2/24/2016 8:09 PM
5 For one show the higher price was fine but this kept me from going to a second show as I have done in the past.2/24/2016 3:35 PM
6 I used to recieve a free pass to the festival as I am one of the local comedians and we would then help spred the word
and sell tickets to the shows.
2/24/2016 11:50 AM
Yes
No
Other (please
specify)
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Yes
No
Other (please specify)
10 / 18
Aspen Laff Festival 2016 SurveyMonkeyP78
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Q10 What comedians would you like to see
at future Aspen Laff Festivals?
Answered: 29 Skipped: 32
#Responses Date
1 Whitney Cummings please!3/4/2016 2:14 PM
2 John Caparulo, Kevin Nealon, Carlos Mencia, Ron White, Daniel Tosh (again), Rodney Carrington, Hippie Man 3/1/2016 4:58 PM
3 Go BIG with an amazing headliner. Spend the dough. Louis CK. Amy Schumer. Smart comedians who do more than
swear and tell sex jokes, intellectual jokes on our culture, politics and way of life.
2/26/2016 12:47 AM
4 Louis CK 2/25/2016 4:14 PM
5 any and all !!!2/25/2016 3:16 PM
6 SNL past and present 2/25/2016 9:34 AM
7 none 2/25/2016 8:47 AM
8 bill mahr 2/24/2016 10:15 PM
9 Brian Regan 2/24/2016 6:47 PM
10 pete and steve were awesome!!!2/24/2016 6:33 PM
11 Second City were amazing! Would love to see them again 2/24/2016 3:31 PM
12 Heather McDonald 2/24/2016 3:21 PM
13 Lewis Black, Chelsea Handler, finalists from Last Comic Standing 2/24/2016 3:17 PM
14 Intelligent and conscientious comedians 2/24/2016 2:29 PM
15 I thought that Second City was great. I would like to see more comedians like them. I thought some of the others were
just raunchy.
2/24/2016 1:35 PM
16 Fortune Feimster 2/24/2016 1:18 PM
17 Louis ck Lisa lampenelli 2/24/2016 1:08 PM
18 Off color comics seem to do well 2/24/2016 12:20 PM
19 John Caparulo 2/24/2016 11:55 AM
20 Paula Poundstone, Louis Anderson, Rita Rudner, Gabriel Iglesias (in my dreams, I know).2/24/2016 11:50 AM
21 Chelsea Handler Ross Matthews 2/24/2016 11:49 AM
22 Dane cook 2/24/2016 10:41 AM
23 Fortune Feimster Josh Wolfe 2/24/2016 10:37 AM
24 Amy Schumer, Jerry Seinfeld, Chris Rock, Jay Leno and Sarah Silverman 2/24/2016 10:31 AM
25 Bring back Steve Byrne. He was hilarious. Greg Bernhardt is hilarious too.2/24/2016 10:24 AM
26 Steve Byrne 2/24/2016 10:23 AM
27 Amy Shumer 2/24/2016 10:23 AM
28 Jerry Seinfeld Chelsea Handler Hippieman!2/24/2016 10:22 AM
29 Ones that make us laugh.2/24/2016 10:21 AM
11 / 18
Aspen Laff Festival 2016 SurveyMonkeyP79
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Q11 What is the thing you liked most about
the Festival?
Answered: 34 Skipped: 27
#Responses Date
1 Great comedy 3/4/2016 2:14 PM
2 Venue, good opening acts, witty comedians 3/1/2016 4:58 PM
3 Laughing 2/29/2016 3:24 AM
4 Original and fun! Seeing Second City felt like seeing the future cast of SNL on stage.2/25/2016 9:51 PM
5 the lineup was great and they were on stage for a long time !2/25/2016 3:16 PM
6 variety 2/25/2016 9:34 AM
7 location 2/25/2016 8:47 AM
8 talent 2/24/2016 10:15 PM
9 Whole concept 2/24/2016 8:09 PM
10 Everyone except Gilbert Gottfried.2/24/2016 6:47 PM
11 Clean content 2/24/2016 6:29 PM
12 It was a nice surprise having an opener to the main act.2/24/2016 3:35 PM
13 informal and laughing 2/24/2016 3:21 PM
14 Comedians in Aspen!2/24/2016 3:17 PM
15 Laughing. Awareness. Community.2/24/2016 2:29 PM
16 That it is in Aspen!! Thank you!2/24/2016 1:56 PM
17 Second City 2/24/2016 1:35 PM
18 it is well organized 2/24/2016 1:18 PM
19 City vibe in small town 2/24/2016 1:08 PM
20 Every comedian on Saturday was excellent and thought-provoking. Plus, I am a long-time Pete Holmes fan.2/24/2016 12:44 PM
21 I used to attend the HBO festival. Since then I have just attended random performances 2/24/2016 12:20 PM
22 Good comedy 2/24/2016 11:55 AM
23 The opera house is a really beautiful place.2/24/2016 11:50 AM
24 Heather's performance 2/24/2016 11:49 AM
25 Venue 2/24/2016 10:41 AM
26 Aspen in February is always great, and the venues are amazing!2/24/2016 10:40 AM
27 The bar in between shows.2/24/2016 10:37 AM
28 the variety 2/24/2016 10:31 AM
29 So nice to walk to Wheeler.2/24/2016 10:24 AM
30 Great line up 2/24/2016 10:23 AM
31 Heather MacDonald 2/24/2016 10:23 AM
32 Second City 2/24/2016 10:22 AM
33 Enjoyed the remodeled facility. Nice job!2/24/2016 10:22 AM
34 I like that it is in February, when we need a little humor. I love that it is at the Wheeler.2/24/2016 10:21 AM
12 / 18
Aspen Laff Festival 2016 SurveyMonkeyP80
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Q12 What do you think could be most
improved about the Festival?
Answered: 30 Skipped: 31
#Responses Date
1 Gilbert was extremely dated in his jokes and borderline offensive. His 'show' was very short as well for the $40 tkt
price. Our party of 4 was not impressed.
3/17/2016 10:11 AM
2 More Hippie Man, food carts in bar, more bartenders, seating area, maybe split to 2 weekends? Friday, Saturday
nights
3/1/2016 4:58 PM
3 More of them 2/29/2016 3:24 AM
4 That is goes on at the Wheeler and is supported by the City and the enthusiasm around it.2/26/2016 12:47 AM
5 do it more often!!!!! Truly amazing and everyone loved it !!!!! Thank you !!!!!!!!2/25/2016 3:16 PM
6 keep shows as early as possible..2/25/2016 9:34 AM
7 ?2/25/2016 8:47 AM
8 more bartenders..... long lines at the bar-people left for the show without being served 2/24/2016 10:15 PM
9 Don't ask Gilbert Gottfried to come back.2/24/2016 6:47 PM
10 One extra day of the festival 2/24/2016 6:29 PM
11 food between shows 2/24/2016 3:21 PM
12 I wish it was better attended - I felt bad for the comedians that didn't have large audiences.2/24/2016 3:17 PM
13 More comedians, each with a shorter duration. Comedians to be selected based on authenticity and not based upon
popularity. Comedians based on intelligent humor rather than "making fun of" people. Comedians that are responsive
to audience and able to adjust their performance accordingly. Good people. NEW talent mixed with old. More comedy
and readily available. Perhaps offering a ticket to see several artists you want to see at a lower rate is appealing.
2/24/2016 2:29 PM
14 Let the hotels know about it. Bigger audience would be more fun!2/24/2016 1:56 PM
15 I would love to see the quality of comics and big names that used to attend the HBO Comedy festival.2/24/2016 1:35 PM
16 Pricing seemed a bit high 2/24/2016 1:18 PM
17 Better promotion 2/24/2016 1:08 PM
18 As a young professional, I was able to save up and purchase my own pass. However, for most of my friends my age
(20s), these tickets and passes were too steep and they were not able to attend though they would have loved to.
Comedy has a huge draw for 20-somethings, and I felt many were missing from the audiences on Saturday. Would
you consider a discounted price for young adults, or SkiCo employees, etc? It may help you fill your houses for such
an amazing event, and would mean a lot to the young community in town to feel like access was being invited instead
of denied.3
2/24/2016 12:44 PM
19 Higher caliber and more talent 2/24/2016 12:20 PM
20 Climate control and assigned seating. We bought passes for both Heather Mcdonald and Gilbert Godfrey but left after
Heather's show because the theatre was so warm we weren't comfortable. The seating is a bit weird as nobody wants
to sit next to someone at first but as the seats fill up they have to move over and such to accommodate everyone
getting a seat. It would be much easier to have seats assigned at the time of purchase. Getting more cocktails once a
performer starts and everyone is seated is almost impossible.
2/24/2016 11:50 AM
21 Did not attend. I'm very picky about spending my entertainment dollars and there were no comedians I was that
interested in. I'm sure they were funny...just not in my budget at the moment. BTW Now that justice snow's has taken
over the bar the service is slower and the drinks are overpriced...especially when you consider that the Wheeler and
Justice Snow's is subsidized by the taxpayers!
2/24/2016 11:50 AM
22 Talent 2/24/2016 11:49 AM
13 / 18
Aspen Laff Festival 2016 SurveyMonkeyP81
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23 I think that getting the full pass is a pretty good deal, but I was surprised at the ticket prices for a single ticket. I think
that with the Wheeler being supported by city funds they should consider keeping the prices affordable for locals. I
noticed a lot of empty seats and thats probably because most of us cant afford to pay close to 50 dollars for one hour
of entertainment (not guarenteed)! Please don't go the way of the rest of the town with gauging prices higher and
higher because our rich visitors can pay it. Remember the locals! I used to love going to monday docs, but I will not
pay 15 dollars to see a movie that is already on netflix! Everything in this town is getting more expensive and more
exclusive, it's scary to think how fast locals are being tested. Some of the best marketing in this town is by word of
mouth. Concierge, doormen, drivers, ski instructors, servers ALL recommend to our guests where to enjoy a night in
Aspen, and if you can get locals to be excited about the wheeler, the tourists will follow. So pretty please, Remember
The Locals! and keep prices down. - end of rant, thanks.
2/24/2016 10:50 AM
24 Staduim seating 2/24/2016 10:41 AM
25 Less rockslides 2/24/2016 10:40 AM
26 Strong talent this year. Keep it up. Got tired on Saturday. Start the second show a bit earlier?2/24/2016 10:37 AM
27 nothing doing a great Job!!2/24/2016 10:31 AM
28 The comedian was awful. Played to a younger crowd and was not funny 2/24/2016 10:25 AM
29 Snack options 2/24/2016 10:23 AM
30 Bartenders! Bring back the friendly group rather than current Justice Snow's workers, please. The Wheeler used to be
unique in having locals tending bar.
2/24/2016 10:22 AM
14 / 18
Aspen Laff Festival 2016 SurveyMonkeyP82
III.
Q13 Please rank how you feel we did on
communicating information.
Answered: 55 Skipped: 6
63.64%
28
27.27%
12
6.82%
3
2.27%
1
44
1.48
46.00%
23
46.00%
23
8.00%
4
0.00%
0
50
1.62
53.06%
26
38.78%
19
6.12%
3
2.04%
1
49
1.57
40.00%
18
42.22%
19
15.56%
7
2.22%
1
45
1.80
#Other (please specify)Date
1 online newspapers 2/25/2016 9:18 AM
2 More local newspaper ads would be helpful.2/24/2016 1:56 PM
3 I should've checked your twitter to see the updates on road closures 2/24/2016 10:40 AM
E-newsletters
Printed
Materials
Wheeler Website
Social Media
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2
Very Good Good Needs Improvement Not Good Total Weighted Average
E-newsletters
Printed Materials
Wheeler Website
Social Media
15 / 18
Aspen Laff Festival 2016 SurveyMonkeyP83
III.
100.00%41
97.56%40
Q14 Please leave your name and email
address for a chance to win 2 tickets to
Dana Gould.
Answered: 41 Skipped: 20
#Name Date
1 Samantha 3/17/2016 10:11 AM
2 Kristine odonnell 3/4/2016 2:14 PM
3 Yellow hat guy 3/1/2016 4:58 PM
4 Jo King 2/29/2016 3:24 AM
5 Virginia McNellis 2/25/2016 9:51 PM
6 Lori Pevny 2/25/2016 3:16 PM
7 Anna Binkley 2/25/2016 9:34 AM
8 gayle golding 2/24/2016 10:15 PM
9 Warren 2/24/2016 8:09 PM
10 Gail Brown 2/24/2016 6:47 PM
11 Ben Mackoff 2/24/2016 6:33 PM
12 Robert A Cowen 2/24/2016 6:29 PM
13 Jessica Hite 2/24/2016 3:35 PM
14 Stacey Gardner 2/24/2016 3:31 PM
15 Holly Reed 2/24/2016 3:22 PM
16 Larry Saliterman 2/24/2016 3:21 PM
17 judi sewell 2/24/2016 3:18 PM
18 Sharon Mahoney 2/24/2016 3:17 PM
19 Sarah DeStefano 2/24/2016 2:29 PM
20 Kelly Doherty 2/24/2016 1:56 PM
21 Sheryl Schwartz 2/24/2016 1:35 PM
22 Vanessa Sorensen 2/24/2016 1:18 PM
23 Rob Reagin 2/24/2016 1:08 PM
24 Marilyn anderson 2/24/2016 12:51 PM
25 Sharon Todd 2/24/2016 12:51 PM
26 Taylor Ortiz 2/24/2016 12:27 PM
27 Molly Ireland 2/24/2016 12:25 PM
28 brian harris 2/24/2016 12:20 PM
29 John Helm 2/24/2016 12:07 PM
30 Ken Bishop 2/24/2016 11:55 AM
Answer Choices Responses
Name
Email
16 / 18
Aspen Laff Festival 2016 SurveyMonkeyP84
III.
31 g mason 2/24/2016 11:50 AM
32 andy curtis 2/24/2016 10:50 AM
33 Amanda rivera 2/24/2016 10:41 AM
34 rena carleton 2/24/2016 10:31 AM
35 Mimi Larkin 2/24/2016 10:25 AM
36 Susan 2/24/2016 10:24 AM
37 Bob Rugile 2/24/2016 10:23 AM
38 Nick Nicholson 2/24/2016 10:22 AM
39 Ana Rodriguez 2/24/2016 10:22 AM
40 Erin Harris 2/24/2016 10:21 AM
41 jodi buchan 2/24/2016 10:21 AM
#Email Date
1 Samantha.Campanile@gmail.com 3/17/2016 10:11 AM
2 kahalaja@yahoo.com 3/4/2016 2:14 PM
3 zgqueen@yahoo.com 2/29/2016 3:24 AM
4 virginiamcnellis@gmail.com 2/25/2016 9:51 PM
5 Dinerchix@aol.com 2/25/2016 3:16 PM
6 annabin@comcast.net 2/25/2016 9:34 AM
7 aspengg@aol.com 2/24/2016 10:15 PM
8 Stickwb@hotmail.com 2/24/2016 8:09 PM
9 gail833@msn.com 2/24/2016 6:47 PM
10 bdmackoff@gmail.com 2/24/2016 6:33 PM
11 robert@cowencpa.com 2/24/2016 6:29 PM
12 dancerjessie@gmail.com 2/24/2016 3:35 PM
13 staceyplax@gmail.com 2/24/2016 3:31 PM
14 Hareed@yahoo.com 2/24/2016 3:22 PM
15 SALITS@AOL.COM 2/24/2016 3:21 PM
16 sewell@rof.net 2/24/2016 3:18 PM
17 sharon@sopris.net 2/24/2016 3:17 PM
18 jovialbeats@gmail.com 2/24/2016 2:29 PM
19 Kdoherty@aspencca.com 2/24/2016 1:56 PM
20 sheryljschwartz@gmail.com 2/24/2016 1:35 PM
21 vinbug99@gmail.com 2/24/2016 1:18 PM
22 Thereaginfamily@gmail.com 2/24/2016 1:08 PM
23 marilynaspen@yahoo.com 2/24/2016 12:51 PM
24 Stoddcdm@hotmail.com 2/24/2016 12:51 PM
25 taylorortiz88@gmail.com 2/24/2016 12:27 PM
26 molly.ireland@pitkincounty.com 2/24/2016 12:25 PM
27 payntar@gmail.com 2/24/2016 12:20 PM
28 john@thehelmster.com 2/24/2016 12:07 PM
29 keneb325@comcast.net 2/24/2016 11:55 AM
17 / 18
Aspen Laff Festival 2016 SurveyMonkeyP85
III.
30 gghmason@hotmail.com 2/24/2016 11:50 AM
31 andycurtis55@gmail.com 2/24/2016 10:50 AM
32 kurtsorchids@yahoo.com 2/24/2016 10:41 AM
33 renacarleton@gmail.com 2/24/2016 10:31 AM
34 Mimilarkin@gmail.com 2/24/2016 10:25 AM
35 Dbasharris@yahoo.com 2/24/2016 10:24 AM
36 br@jonestrading.com 2/24/2016 10:23 AM
37 nick@turnonaspen.com 2/24/2016 10:22 AM
38 aspen.ana@gmail.com 2/24/2016 10:22 AM
39 erinharris9@gmail.com 2/24/2016 10:21 AM
40 jodi.buchan@gmail.com 2/24/2016 10:21 AM
18 / 18
Aspen Laff Festival 2016 SurveyMonkeyP86
III.
41.75%43
23.30%24
12.62%13
1.94%2
20.39%21
Q1 Do you live locally?
Answered: 103 Skipped: 0
Total 103
0-3 miles
4-15 miles
16-30 miles
31-50 miles
out-of-towner
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
0-3 miles
4-15 miles
16-30 miles
31-50 miles
out-of-towner
1 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP87
III.
0.98%1
1.96%2
5.88%6
12.75%13
29.41%30
26.47%27
19.61%20
2.94%3
Q2 Please tell us your age range:
Answered: 102 Skipped: 1
Total 102
12-20
21-27
28-35
36-45
46-57
58-68
69-78
79-up
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
12-20
21-27
28-35
36-45
46-57
58-68
69-78
79-up
2 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP88
III.
2.97%3
13.86%14
66.34%67
9.90%10
6.93%7
Q3 How often do you attend Wheeler
events?
Answered: 101 Skipped: 2
Total 101
Once a week
Once a month
Whenever I can
Almost never
This is my
first time
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Once a week
Once a month
Whenever I can
Almost never
This is my first time
3 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP89
III.
3.37%3
2.25%2
7.87%7
7.87%7
38.20%34
38.20%34
2.25%2
Q4 Which day of the week are you most
likely to attend a performance at the
Wheeler?
Answered: 89 Skipped: 14
Total 89
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
4 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP90
III.
5.06%4
3.80%3
5.06%4
8.86%7
15.19%12
36.71%29
25.32%20
Q5 Which day of the week are you most
likely to attend a family show at the
Wheeler?
Answered: 79 Skipped: 24
Total 79
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
5 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP91
III.
12.35%10
11.11%9
9.88%8
20.99%17
19.75%16
22.22%18
3.70%3
Q6 Which day of the week are you most
likely to attend a film at the Wheeler?
Answered: 81 Skipped: 22
Total 81
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
6 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP92
III.
6.80%7
9.71%10
43.69%45
26.21%27
13.59%14
Q7 What is the most convenient start time
for performances at the Wheeler?
Answered: 103 Skipped: 0
Total 103
6 p.m.
6:30 p.m.
7 p.m.
7:30 p.m.
8 p.m.
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
6 p.m.
6:30 p.m.
7 p.m.
7:30 p.m.
8 p.m.
7 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP93
III.
7.92%8
15.84%16
59.41%60
16.83%17
Q8 How often do you attend other live
events in Aspen?
Answered: 101 Skipped: 2
Total 101
Once a week
Once a month
Whenever I can
Almost never
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Once a week
Once a month
Whenever I can
Almost never
8 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP94
III.
70.41%69
10.20%10
35.71%35
19.39%19
42.86%42
14.29%14
Q9 What would you like to see more of at
the Wheeler?
Answered: 98 Skipped: 5
Total Respondents: 98
#Other (please specify)Date
1 FILMS: ENVIRONMENTAL, WILDLIFE & HORSES 4/14/2016 6:52 AM
2 All are good 4/13/2016 3:56 AM
3 Documentary movies 4/12/2016 9:27 PM
4 foreign films 4/12/2016 4:34 PM
5 Movies 4/12/2016 1:42 AM
6 TEDX talks 4/11/2016 7:16 PM
7 since you have such a small space you might want to consider more acoustic type events.4/11/2016 4:16 PM
8 I am able to attend an event of interest any day of the week 4/11/2016 3:42 PM
Concerts
Family Shows
Theatre
Tribute Shows
Comedy
Magic
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Concerts
Family Shows
Theatre
Tribute Shows
Comedy
Magic
9 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP95
III.
9 More films! Wheeler at the Docs and Mountainfilm are treasures 4/11/2016 1:42 PM
10 Classic films 4/11/2016 12:21 PM
11 Aspen Film - I love their thoughtful inspiring creative film selection 4/11/2016 12:19 PM
12 Would love the John Denver Tribute to come back, also Bandi Carlisle 4/11/2016 12:17 PM
10 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP96
III.
66.99%69
21.36%22
11.65%12
Q10 How would you describe your
relationship to Aspen?
Answered: 103 Skipped: 0
Total 103
Local
Second
Homeowner
Tourist/Visitor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Local
Second Homeowner
Tourist/Visitor
11 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP97
III.
Q11 Which performances/events did you
attend during the 2015-16 Winter Season?
Answered: 97 Skipped: 6
Scott
Bradlee's...
One Man Star
Wars Trilogy
Monday Night
Docs: Very...
Sandy
Hackett's Ra...
Monday Night
Docs: A Line...
Monday Night
Docs: Ski &...
Monday Night
Docs: Les...
Recycled
Percussion
Mingle with
the Singles...
Monday Night
Docs: 180...
Hooking Up
with the Sec...
Heather
McDonald (As...
Gilbert
Gottfried...
Steve Byrne
(Aspen Laff...
Pete Holmes
(Aspen Laff...
Jason Bishop:
The Paranorm...
Monday Night
Docs: No...
Edwin McCain
Trio
Monday Night
12 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP98
III.
1.03%1
4.12%4
10.31%10
11.34%11
8.25%8
7.22%7
Docs: Unbranded
The Fab Four:
The Ultimate...
An Evening of
Broadway wit...
Monday Night
Docs: Landfi...
The Hunts
Dana Gould
The Slambovian
Circus of...
Monday Night
Docs: Racing...
Sing Along
with The Mup...
One Night of
Queen
Monday Night
Docs: Cartel...
Monday Night
Docs: How to...
Los Lonely Boys
Under the
Streetlamp
Mike Super
Magic &...
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Scott Bradlee's Postmodern Jukebox
One Man Star Wars Trilogy
Monday Night Docs: Very Semi-Serious
Sandy Hackett's Rat Pack Show
Monday Night Docs: A Line Across the Sky
Monday Night Docs: Ski & Snow Movie Night featuring Jumbo Wild
13 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP99
III.
3.09%3
8.25%8
3.09%3
6.19%6
21.65%21
16.49%16
11.34%11
10.31%10
7.22%7
7.22%7
8.25%8
4.12%4
8.25%8
20.62%20
8.25%8
6.19%6
4.12%4
5.15%5
5.15%5
6.19%6
5.15%5
20.62%20
5.15%5
5.15%5
9.28%9
12.37%12
13.40%13
Total Respondents: 97
#Other (please specify)Date
1 Shorts Festival 4/13/2016 2:15 PM
2 Fishing movies, Physics lectures 4/12/2016 9:27 PM
3 Fab 4 4/12/2016 1:08 PM
4 Leo Kotke 4/12/2016 5:01 AM
5 Leo Kottke 4/11/2016 6:42 PM
6 Banff film, Aspen historical society benefit.4/11/2016 4:57 PM
Monday Night Docs: Les Voyageurs Sans Trace
Recycled Percussion
Mingle with the Singles Party
Monday Night Docs: 180 Degrees South: Conquerors of the Useless & The Fisherman's Son
Hooking Up with the Second City (Aspen Laff Fest)
Heather McDonald (Aspen Laff Fest)
Gilbert Gottfried (Aspen Laff Fest)
Steve Byrne (Aspen Laff Fest)
Pete Holmes (Aspen Laff Fest)
Jason Bishop: The Paranormal Show
Monday Night Docs: No Cameras Allowed
Edwin McCain Trio
Monday Night Docs: Unbranded
The Fab Four: The Ultimate Tribute
An Evening of Broadway with Susan Egan
Monday Night Docs: Landfill Harmonic
The Hunts
Dana Gould
The Slambovian Circus of Dreams
Monday Night Docs: Racing Extinction
Sing Along with The Muppet Movie
One Night of Queen
Monday Night Docs: Cartel Land
Monday Night Docs: How to Change the World
Los Lonely Boys
Under the Streetlamp
Mike Super Magic & Illusion
14 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP100
III.
7 Wild & scenic filmfest. Shortsfest 4/11/2016 4:29 PM
8 Warren Miller 4/11/2016 4:16 PM
9 Shortfest 4/11/2016 4:15 PM
10 We don't think the show choices are as good as in previous years and we are disappointed.4/11/2016 4:05 PM
11 Majic 4/11/2016 3:45 PM
12 short film fest 4/11/2016 2:49 PM
13 Leo Kottke; Shortsfest (x4)4/11/2016 2:37 PM
14 Margarita with a Straw, Wild & Scenic Film Festival, Shortsfest 4/11/2016 2:33 PM
15 Muppet Movie 4/11/2016 1:40 PM
16 Streit Movie 4/11/2016 12:32 PM
17 film on Sabastio Salgado 4/11/2016 12:21 PM
18 at least 5 of the above 4/11/2016 12:18 PM
19 Shortsfest 4/11/2016 12:10 PM
15 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP101
III.
Q12 How useful is the following information
when you decide to attend a performance?
Answered: 102 Skipped: 1
98.04%
100
1.96%
2
0.00%
0
102
64.52%
60
31.18%
29
4.30%
4
93
59.79%
58
38.14%
37
2.06%
2
97
81.82%
81
16.16%
16
2.02%
2
99
Extremely useful Somewhat useful Not at all useful
What/Who is
performing
Venue
Price
Date/Time
0%10%20%30%40%50%60%70%80%90%100%
Extremely useful Somewhat useful Not at all useful Total
What/Who is performing
Venue
Price
Date/Time
16 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP102
III.
Q13 What is the thing you liked most about
our 2015-16 Winter Season?
Answered: 51 Skipped: 52
#Responses Date
1 Much wider variety of performances - music, theatre, comedy movies 5/1/2016 8:01 AM
2 Good variety.4/20/2016 10:09 AM
3 It was a good variety 4/14/2016 7:54 PM
4 NEW LOBBY & GOOD COFFEE 4/14/2016 6:52 AM
5 Edwin McCain Trio 4/13/2016 2:15 PM
6 Diversity 4/13/2016 3:56 AM
7 the variety 4/12/2016 4:34 PM
8 Good variety of choices 4/12/2016 1:08 PM
9 Films and music 4/12/2016 12:06 PM
10 The comedy fest.4/12/2016 11:00 AM
11 I really loved The Fab Four tribute concert 4/12/2016 9:20 AM
12 Nice variety 4/12/2016 7:21 AM
13 Leo Kotke 4/12/2016 5:01 AM
14 Great line-up. I wish I could have seen more.4/11/2016 9:11 PM
15 we llike the venue and if the show is interesting to us and we are in town we will attend 4/11/2016 9:02 PM
16 Lobby and bar improvements 4/11/2016 7:27 PM
17 All the events I went to were great!!4/11/2016 7:16 PM
18 Laff fest 4/11/2016 7:11 PM
19 Unfortunately only attended one event this season and it was great 4/11/2016 6:36 PM
20 Lot's of variety 4/11/2016 5:31 PM
21 Based on my attendance, not much. There were far too many tribute type shows and too many sing along movies.4/11/2016 4:16 PM
22 Mike super 4/11/2016 4:15 PM
23 Nothing 4/11/2016 4:05 PM
24 Performances not as appealing as prior years 4/11/2016 4:01 PM
25 the comedy 4/11/2016 3:45 PM
26 I traveled out of town a lot the winter but that is not necessarily consistent 4/11/2016 3:42 PM
27 Variety of programming 4/11/2016 3:36 PM
28 variety 4/11/2016 3:07 PM
29 Monday docs 4/11/2016 2:54 PM
30 not sure 4/11/2016 2:49 PM
31 Dicumentaries 4/11/2016 2:42 PM
32 The Wheeler venue is a magnificent treasure.4/11/2016 2:37 PM
33 The independent films.4/11/2016 2:33 PM
34 I always enjoy Laff Fest and think that the Wheeler puts on great features. I was disappointed that I wasn't able to
attend the Monday Night specials.
4/11/2016 2:30 PM
17 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP103
III.
35 Many more choices 4/11/2016 2:30 PM
36 Comedy Festival 4/11/2016 2:27 PM
37 Monday Night Doc Series - AWESOME.4/11/2016 2:12 PM
38 Monday Night Docs 4/11/2016 1:42 PM
39 The options of entertainment 4/11/2016 1:40 PM
40 Only Attended 1 event 4/11/2016 1:40 PM
41 I loved the diversity in the talent and seeing some names/faces/acts that aren't the same ol' run of the mill. I got way
out of my box this year and saw some amazing stuff.
4/11/2016 1:17 PM
42 The renovation was nice, especially the restrooms, but the theater seats are not the most comfortable.4/11/2016 1:16 PM
43 We are only in the area for the month of Feb. We always try to see at least one of your Venue's while we are in
Aspen.
4/11/2016 12:53 PM
44 Everything 4/11/2016 12:38 PM
45 All the events we attended were great 4/11/2016 12:32 PM
46 Variety 4/11/2016 12:24 PM
47 the open lobby re design, ease of will-call.4/11/2016 12:21 PM
48 Aspen Film - film fest, academy screenings, and shorts 4/11/2016 12:19 PM
49 Tribute bands 4/11/2016 12:18 PM
50 The Laff Festival 4/11/2016 12:10 PM
51 Los Lonely Boys 4/11/2016 12:06 PM
18 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP104
III.
Q14 What do you think can be most
improved about Wheeler programming?
Answered: 42 Skipped: 61
#Responses Date
1 Some old time singers still performing.4/20/2016 10:09 AM
2 More jam bands! Book bands touring the bluegrass festival circuit. Book more youthful, spirited bands.4/14/2016 7:54 PM
3 KEEP THINGS AS THEY ARE. IT IS A GREAT MIX OF STUFF FOR EVERYONE. LOVE THE WHEELER.4/14/2016 6:52 AM
4 More films, like John Busch used to have 4/13/2016 2:15 PM
5 You are all doing a great job.4/13/2016 3:56 AM
6 Better bands - compete with Belly Up!! More movies, not re-runs 4/12/2016 9:27 PM
7 more indie films 4/12/2016 4:34 PM
8 Can't think of anything. There is a great mix of different types of programs.4/12/2016 11:00 AM
9 Begin early in evening 4/12/2016 8:27 AM
10 Excellent as is 4/12/2016 7:21 AM
11 Stop letting people carry red wine into the theater. Stop serving red wine.4/12/2016 5:01 AM
12 More live music.4/12/2016 1:42 AM
13 Spend more money and get bigger acts. It's okay to use some RETT money. Tell Randy that.4/11/2016 9:11 PM
14 I would like to see more programs that our family (ages 23-65) can attend together during the last two weeks of Dec
and Jan.
4/11/2016 7:25 PM
15 Be careful not to offer too much. We are a small community and people aren't going to go out every night, even if they
think they will.
4/11/2016 5:31 PM
16 Greater notice of bookings.4/11/2016 4:57 PM
17 You could bring in better comedy acts by doing a two show day and double your seating capacity. I would book family
shows...those for younger children on a Sat/Sun for 11am or 1pm...(around lunch and after/before nap). It would be
nice for the guests that don't ski too.
4/11/2016 4:16 PM
18 Better Shortfest films saw programme 2 thought 4 of the 6 films were appalling very disappointed 4/11/2016 4:15 PM
19 Let the programming appeal to the senior citizens of Aspen who once were your most frequent attendees.4/11/2016 4:05 PM
20 More top names 4/11/2016 4:01 PM
21 No more Bluegrass.4/11/2016 4:00 PM
22 more comedians 4/11/2016 3:45 PM
23 prompting the local passes 4/11/2016 3:07 PM
24 bar service 4/11/2016 2:49 PM
25 more current music concerts 4/11/2016 2:38 PM
26 Earlier shows. More comfortable seats 4/11/2016 2:37 PM
27 More could be geared to the 30-50 age group. Also, one time independent films should be shown mid-week. For
instance, Margarita with a Straw was a fantastic film that was so poorly attended, most likely because it screened on a
Saturday night. There are many better things to do in Aspen on a Saturday night. I almost didn't attend the film
because it was on a Saturday night, but decided that I didn't want to miss it. But most people wouldn't change their
weekend plans just to see a movie. Also regarding films - your documentary series is great, but you might want to
consider choosing films that are not available simultaneously at Redbox for $1.50 or at the library for free. Why would
someone pay $15 to see the same film that they can watch at home for much cheaper?
4/11/2016 2:33 PM
28 In my opinion, the Wheeler does a great job with programming. As I've said above, I just wish that I had had more time
to enjoy the programming this season.
4/11/2016 2:30 PM
19 / 30
Wheeler Opera House 2016 End of Season Audience Survey SurveyMonkeyP105
III.
29 Concerts need to have a dance area and it needs to be welcoming.4/11/2016 2:30 PM
30 Return the old bartenders-not programming, but it affects the overall experience.4/11/2016 2:27 PM
31 It's a good mix now 4/11/2016 1:42 PM
32 More lively entertainment.4/11/2016 1:40 PM
33 I enjoyed this year's programming. I felt like the newspaper advertising (where I mostly read about the events), should
be more descriptive ... the Star Wars thing for example - what the hell was that? I couldn't tell from the ads and didn't
explore online.
4/11/2016 1:17 PM
34 The drinks are a bit pricey at the concession 4/11/2016 1:16 PM
35 Not a thing 4/11/2016 12:53 PM
36 Nothing 4/11/2016 12:38 PM
37 NEVER, NEVER run tacky advertisements before the films or presentations, no matter how much it pays. I am ready
to drop Shortsfest after the poorly made, tacky ads for the hospital, Aspen times ,etc.. Give sponsors an elegant and
simple recognition...if thats the policy, they'll go along.
4/11/2016 12:21 PM
38 Academy Screenings all at the wheeler! :)4/11/2016 12:19 PM
39 The shows are for the most part unappealing (to me)4/11/2016 12:18 PM
40 Advertising. Letting us know well in advance what is showing.4/11/2016 12:18 PM
41 Slightly lower prices would fill up theater more 4/11/2016 12:17 PM
42 I have stated before, I love Documentary film and the MonDoc series, but I think it is over priced, so I typically don't
go.
4/11/2016 12:10 PM
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Q15 Please rank how you feel we did on
communicating information:
Answered: 96 Skipped: 7
Very good Good Needs improvement Not good
E-newsletters
Printed
materials
Wheeler website
Social media
0%10%20%30%40%50%60%70%80%90%100%
21 / 30
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45.24%
38
44.05%
37
10.71%
9
0.00%
0
84
34.94%
29
51.81%
43
12.05%
10
1.20%
1
83
45.56%
41
44.44%
40
10.00%
9
0.00%
0
90
25.71%
18
57.14%
40
17.14%
12
0.00%
0
70
Very good Good Needs improvement Not good Total
E-newsletters
Printed materials
Wheeler website
Social media
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65.00%65
29.00%29
4.00%4
2.00%2
0.00%0
Q16 How would you rate the service level of
the Wheeler Opera House Box Office?
Answered: 100 Skipped: 3
Total 100
Excellent
Above Average
Average
Fair
Poor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Excellent
Above Average
Average
Fair
Poor
23 / 30
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56.00%56
32.00%32
9.00%9
2.00%2
1.00%1
Q17 How would you rate the service level of
the ushers?
Answered: 100 Skipped: 3
Total 100
Excellent
Above Average
Average
Fair
Poor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Excellent
Above Average
Average
Fair
Poor
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28.57%26
28.57%26
32.97%30
6.59%6
3.30%3
Q18 How would you rate the service level of
the bar/concessions at the Wheeler?
Answered: 91 Skipped: 12
Total 91
Excellent
Above Average
Average
Fair
Poor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Excellent
Above Average
Average
Fair
Poor
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66.33%65
28.57%28
4.08%4
0.00%0
1.02%1
Q19 How would you rate the condition of
the Wheeler (auditorium/lobby/restrooms)?
Answered: 98 Skipped: 5
Total 98
Excellent
Above Average
Average
Fair
Poor
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Excellent
Above Average
Average
Fair
Poor
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71.29%72
23.76%24
4.95%5
Q20 Are you aware of how the Wheeler is
funded?
Answered: 101 Skipped: 2
Total 101
Yes, I am
aware that t...
No, I was not
aware that t...
I recently
learned abou...
0%10%20%30%40%50%60%70%80%90%100%
Answer Choices Responses
Yes, I am aware that the Wheeler is funded mostly in part by the Wheeler Real Estate Transfer Tax (RETT).
No, I was not aware that the Wheeler is funded mostly in part by the Wheeler Real Estate Transfer Tax (RETT).
I recently learned about RETT funding this season.
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Q21 Would you like the Wheeler Opera
House Team to know anything about your
experience? We welcome all feedback.
Answered: 43 Skipped: 60
#Responses Date
1 Unable to book seats to convert via website. Unable to chose seats 5/5/2016 1:22 PM
2 The lobby renovations are a nice improvement, the bathrooms particularly and the opening up of the ground floor to
the staircase. The bar wine is too expensive - to much like high end restaurants.
5/1/2016 8:01 AM
3 enjoy your shows.4/20/2016 10:09 AM
4 I think the Wheeler is doing very well overall and I can really feel a renewed emphasis concerning outreach to the
public. Keep it up! Most of us living down valley need the reminders in order to encourage us up valley in the
evenings. After all, we are pretty culturally deprived down here. I'm grateful for the Wheeler's efforts to bring in the 2
magicians this winter. I didn't make it to either but wish I would have. Please try to that again!
4/14/2016 7:54 PM
5 WHEELER TEAM IS ALWAYS WONDERFUL. BAR/CONSESSIONS DO A GREAT JOB, THEY JUST SEEM A
LITTLE OVERWHELMED ON A REGULAR BASIS. THERE CAN BE A LONG WAITING PERIOD AT TIMES. IT'S A
HARD JOB.
4/14/2016 6:52 AM
6 I think we need more music all kinds from country to rap. No not rap. More country 4/14/2016 6:51 AM
7 I can't rate the level of bar service because I will not patronize the bar - won't pay the high prices J S charges and
have gotten negative feedback from several other locals on this.
4/13/2016 2:15 PM
8 The Wheeler has a lot of money - get more and better acts and movies! Get more names - like the Belly Up has, don't
let the Belly Up tell the Wheeler who they can get
4/12/2016 9:27 PM
9 I hate paying service fees on tickets - just include them in the cost of the ticket.4/12/2016 3:06 PM
10 Love the remodel. Only issue I have is that the drink prices have increased substantially since Justice Snow's took
over.
4/12/2016 11:00 AM
11 The Fab Four tribute concert was really great, I hope you have them back again. That was my first time at the
Wheeler Opera House for an event
4/12/2016 9:20 AM
12 gorgeous theatre, well equipped 4/12/2016 8:27 AM
13 excellent job 4/12/2016 7:21 AM
14 Terrible or non existent coffee, sugar, creamer at concession stand to the point of being laughable including price.
Wine also priced too high.
4/12/2016 6:36 AM
15 The theater remodel is so nice stop serving red wine and letting people carry food and drink isn't the theater.4/12/2016 5:01 AM
16 I have never had a bad experience at the Wheeler, I look forward to attending the Wheeler as part of my winter in
Aspen (I stay 3+ months). Although this season was the least I attended the Wheeler events. There were not as many
concerts & movies that interested us as in previous seasons. We enjoyed John Bush on movie nights, his touch
brought a local spirit to the theatre. That being said, I will continue look forward to visiting the Wheeler. Loved "The
Moth" & Steep Canyon Ranger, one Night of Queen from past seasons all with the many Docs. To sum it up, the
programming was not as good for me as in previous seasons ( I have been visiting Aspen for 30 yrs) but will continue
to attend as much as possible as The wheeler is a great place! Thanks for all of the effort in making it an added
attraction to the Aspen experience.
4/12/2016 1:42 AM
17 Love Nicole in B.O. You are all doing an amazing job. Gena is fantastic. Rochelle is great. Sound and tech guys -
awesome. I'd like to see a lip synch contest in the lobby and maybe more casual things in the lobby in general.
4/11/2016 9:11 PM
18 yes you can thank me because I I have bought and sold real estate 4 times in aspen 4/11/2016 9:02 PM
19 The drinks are great at the new bar but when there is a large event it would be better if there were more bartenders 4/11/2016 7:27 PM
20 We love going to the Wheeler for concerts and comedy. We would like to see more high profile concerts. Also the
Comedy Laff festival could use more acts like Second City who were great and other talented comics of that high
caliber.
4/11/2016 7:25 PM
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21 Overall we have had very good experiences. We love the new lobbies and efforts made over the years to keep the
Wheeler relevant to our community. Not sure how well you are reaching visitors to Aspen. We have lot's of summer
and winter visitors who would enjoy the various shows at the Wheeler, but not sure how many are getting your
advertisements, promotions, emails, etc.
4/11/2016 5:31 PM
22 Ticket swap was organised when not normal procedure. We appreciated it very much.4/11/2016 5:20 PM
23 The drinks are too expensive 4/11/2016 4:29 PM
24 We are from uk and love coming to the wheeler We were lucky this tear because Mike super was on but we normally
come last 2 weeks of season so only get to see Shortfest si would like to see more
4/11/2016 4:15 PM
25 Mens room is hard to get to now that it has been moved to the other side of the lobby. When the lobby is full getting
from one side to the other is difficult.
4/11/2016 4:00 PM
26 the wheeler's great! can't wait for the community school's play!4/11/2016 3:45 PM
27 I feel like the new bar staff isn't has kind as they used to be. I think there should be a printed menu so you don't have
to wait to see the wine list on the video screen.
4/11/2016 3:07 PM
28 Target the resorts & visitors to get more exposure & patronage.4/11/2016 2:42 PM
29 Mens room a bit smelly. Drinks a bit overly expensive.4/11/2016 2:37 PM
30 In regards to questions 4,5 & 6 above, any night of the week is fine if I really want to see something. Regarding the
bar, it would be helpful to have more bartenders (maybe 4 instead of 2) that can handle the rush of people all at once.
Please bring back Green Cuisine for catering in between back to back shows - while Mawa's food was good, it was
quite pricey and the options were limited. Green Cuisine has great "comfort" food at reasonable prices. People who
want something quick between shows are not going to want to pay $16 - $18 for a small plate of food - if something
costs that much it's better enjoyed at a sit down restaurant!
4/11/2016 2:33 PM
31 I adore film at the Wheeler but often find I forget that things are doing on. Website is great and informative the the
guerrilla marketing flyers around the Roaring Fork Valley are what remind me to check on all the great events you
have there!
4/11/2016 1:42 PM
32 I had a horrible experience with my service dog at The Wheeler! I have a service dog that I attempted to tie up in the
far corner of coat room as it was vacant while I mingled in the lobby. He was going to sleep in the corner and he
would not disturb or even be noticed by others. I was told I could not leave him there as he had to stay on my person!
(It was a very quiet evening and the coat room was hardly being used) It was stated it was "The Wheeler's rules" I
was inappropriately questioned and watched all evening. I felt very uncomfortable, it ruined my experience as I was
humiliated and a waste of my money! When I was home in private, I cried! Whether employees or volunteers they
should be familiar with the Americans With Disabilities Act, (ADA) One of the employees I had to deal with stated
incorrect laws. Your employees should comprehend Federal laws override state laws. I chose not to argue as your
employees are older and I was taught to respect my elders. Many of the events are loud I would prefer my service dog
be on the premise but not in the actual theater. There is also limited space in the rows. I am not in a wheelchair and
do not need to request special limited seating. Sometimes, I purchase tickets and other times I am invited by others
so requesting special seating is uncomfortable. Since leaving the dog in the coat check room or a quiet corner nearby
is not allowed I am unable to walk to the theater but forced to pay for a cab and leave my service dog at home. I then
can not go out to eat before hand or out after the show. The dog is trained to help if I fall. I have to spend my evening
at the Wheeler being on guard and it does not help being in a venue that is dark, has ramps and stairs. I own a home
in the downtown core, in the free market and I pay a lot in taxes and work many hours to do so! I should be treated
better. This is a walking town and this should be a dog friendly establishment especially to service dogs. Every other
place in town is easy to deal with and accommodating. I try not to be inconsiderate and not inconvenience others. I
keep a low profile as it is not always appropriate to have dogs be seen. Your employees should also be considerate
and evaluate each circumstance individually. If you are going to be so militant and have special rules then you should
not accept public funds. If you change your ways please post them on your website.
4/11/2016 1:40 PM
33 The bathrooms smelled horrible. Sewer gas stench permeated out into the hallway. Not what you expect knowing how
much tax money was just spent on a remodel particularly in what looked like a great bathroom remodel
4/11/2016 1:40 PM
34 Excellent job fixing complaint 4/11/2016 1:37 PM
35 There is still much work to be done on the bar side of things. I have attended at last15 events at the Wheeler this
winter and every time, waiting for drinks is the holdup. Perhaps the "mixology" concept is just too time consuming and
simple mixers, wine and beer are the best option.
4/11/2016 1:17 PM
36 ALWAYS a great experience!4/11/2016 12:38 PM
37 I will continue to support this venue 4/11/2016 12:24 PM
38 love the Wheeler. Keep it classy! She's the grand dame of Aspen!4/11/2016 12:21 PM
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39 I have the utmost respect for the Wheeler and all I have heard about your shows (have only attended one this year
and one in the past). It sounds like most performances are a win. The service, the venue, everything is fantastic. I
must say though, I cried over the money I spent on the muppet show. I spent over $100 to bring our family for my
daughters birthday (a lot for our family) and it was one of the worst shows I've ever been to. :o( We left 30 minutes in
and even that was too long. Several other families were leaving at the same time and conveyed the same sentiment to
the very sweet and kind ushers.
4/11/2016 12:19 PM
40 I thought Margarita with a straw was a brilliant movie and I loved the collaboration of local nonprofits. However, did not
see any advertising of this??
4/11/2016 12:19 PM
41 I feel like the Wheeler barely taps its potential. The line-up is stagnant and boring. the ticket prices seem very high
even though they should be subsidized by RETT. The remodel was fine...but it's not the venue holding you back its
the programming. This place should be the jewel of Aspen instead its home to 2nd class acts. Seriously Kevin Smith
is your big name? that guy can't sell out a shoe box. The Comedy fest...who are those people? Denver seems to get
first rate comics...why cant Aspen.
4/11/2016 12:18 PM
42 Thought Box office renovation is drab and not in keeping with the historical design of the Wheeler. But love, love, love
The Wheeler, love the various performances and films. I feel we are so lucky to have this fabulous building where we
can come together and enjoy such diverse and worthwhile, informative, educational, and entertaining events! Thank
you!
4/11/2016 12:11 PM
43 The purchase of tickets on line was cumbersome and inefficient. I had to call to purchase 4/11/2016 12:06 PM
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1
Aspen City Council Work Session
Summary
MEETING DATE: Tuesday, 28 February 2012
AGENDA TOPIC: Wheeler Opera House Programs and Subsidy Information
PRESENTED BY: Gram Slaton, Wheeler Executive Director
COUNCIL MEMBERS PRESENT: All (Frisch, Ireland, Johnson, Skadron, Torre)
SUMMARY OF DISCUSSION:
The purpose of the meeting was to review the twelve various programs of the Wheeler Opera
House and how the differential between revenues and expenses affects subsidies for eleven of the
twelve programs. Direction was sought from Council on programming policies through a series of
seven questions. Staff was instructed to stabilize and reduce operating deficits wherever possible
while also maintaining the Wheeler’s core mission, which includes its role as an historic venue, and
its role of supporting the arts assets of the Roaring Fork Valley. The Wheeler should actively
pursue ways to increase revenue, decrease operating costs, and improve audience attendance
figures, with appropriate metrics to help measure progress.
POLICY DIRECTION:
1. To what degree shall the Wheeler continue to strategically invest in arts events? Council
was supportive of the Wheeler’s general programming direction and wished for staff to
take all necessary measures to best ensure that gaps between revenues and expenses
continue to improve, including setting goals and achieving them.
2. What direction shall City Council give Wheeler staff in terms of programming mix?
Torre felt that the programming mix was diverse, while Johnson expressed a desire for
more diversity of programming, including some shows for the under 21 age group and
some kids’ shows. All agreed that the Wheeler should continue to seek out co-production
opportunities with other groups and should evaluate the feasibility and revenue generation
potential of raising rental rates during peak season.
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3. Shall the Wheeler begin to strategically solicit outside funding sources? Council was
supportive of the Wheeler pursuing sponsorship and underwriting funding sources, long
as this did not require creating a dedicated fundraising person on staff, and as long as
fundraising activities, per se, do not occur in competition with other local arts groups.
4. Shall programs that offer no ability to reasonably recover their operating costs continue
as part of the Wheeler’s programming profile? Council felt that the details of this matter
are best left to staff and the Wheeler board of directors, but that in general the Wheeler
should continue to program free community events and Wheeler Film Society screenings
as a service to the community. Torre also suggested that the Wheeler should seek
community underwriters to help subsidize the cost of presenting free or low-cost
programming that does not come close to breaking even.
5. Shall the rental structure and/or rates for the Wheeler be adjusted? Council was
supportive of increased rental rates, and suggested possible scaling based on time of year,
financial profile of rentor (e.g., non-profit vs. for-profit), or other criteria that might
maximize revenue without discouraging active use of the building.
6. Shall the Wheeler rates for box office services be adjusted? Council was supportive of
increased box office service rates and/or per ticket fees. Staff should also remain open to
and aware of alternative models of box office operations and technological break
throughs that could help reduce operating costs.
7. Shall Concessions prices be adjusted? Council was supportive of increased concessions
pricing and thorough evaluation of ways to decrease operating costs (e.g., looking at product
mix for different types of shows, finding ways to shorten set-up and take-down time, and
possibly limiting full concessions service to events with intermissions and large attendance.)
In all of these answers to policy direction, Council directed that discussion take place at the staff
and board level and then staff should return to Council with specific recommendations for Council
approval. Council appreciated the fully-loaded cost analysis of each program, but asked for more
information about the marginal costs and revenues of the various programs, in order to focus future
discussions more on the cost elements within staff and council control. Once the marginal cost
analysis is completed, the 20-year financial forecast and graph should be updated to better
understand the marginal revenue and expense trend lines and variable costs that are under Wheeler
control.
Estimated Date for Follow-Up with City Council:
Wheeler staff and board will use the next two or more monthly meetings to discuss and script
recommendations for Council approval, and return to Council in late spring or early summer for
next steps.
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Council Member Comments:
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Aspen City Council Work Session
Summary
MEETING DATE: Tuesday, 31 July 2012
AGENDA TOPIC: Wheeler Programs and Subsidy Information - Follow-Up
PRESENTED BY: Gram Slaton, Wheeler Executive Director
COUNCIL MEMBERS PRESENT: Frisch, Ireland, Johnson, Torre
SUMMARY OF DISCUSSION:
The purpose of the meeting was a follow-up to the June 5, 2012, which was itself a follow-up to the
February 28, 2012, meeting. In the June meeting, further issues regarding the twelve various programs of
the Wheeler Opera House and their attendant subsidies were discussed, with recommendations for action
from the Wheeler Board of Directors. At that time, five of the seven recommendations were passed. At
the July follow-up meeting, the remaining two recommendations, both of which revolved around rates
charged to users of the Wheeler, were discussed and favorably returned to Wheeler staff and board to
implement as they saw fit.
The first of the two remaining recommendations (#5) was regarding increases to Wheeler rental rates and
services. The second (#7) was regarding increases to fees associated with the Wheeler’s Aspen Show
Tickets box office operation. In both recommendations, Wheeler board and staff urged caution in
considering increases that may negatively impact Aspen’s arts community from being able to successfully
utilize the Wheeler for their purposes.
Wheeler staff also demonstrated for Council several cost-saving measures that had been implemented in
the late winter and early spring, and well as trending results through case studies of a Wheeler festival and
a Wheeler one-off performance. Councilman Johnson asked if in implementing these staffing efficiencies
the Wheeler was risking burn-out, and indicated that Council would be supportive of adjustments to
increase staffing if such burn-out was to be present and negatively impact the Wheeler’s operation.
City Council stated that it was comfortable with the work that Wheeler staff and board had conducted at
its request, and that it was satisfied that management was vigilant about efficiencies and financial
improvements for this City department. Council asked that Wheeler staff and board continue to work
towards discovering and taking advantage of any further efficiencies.
Estimated Date for Follow-Up with City Council:
Wheeler staff will return with final fee increase recommendations as part of its 2013 budgeting
presentation. No other meeting with Council was deemed required regarding these matters.
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Council Member Comments:
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