SNOWBIRD DINING FACILITIES

A MARKET RESEARCH PROJECT CONDUCTED BY

Jeremy KillpackCris GartheMatt Barlow

Objectives

• What are the basic demographics of snowbird destination guests including sex, age, and household income?

• What do Snowbird destination guests desire in their dining experience?

• What types of food do Snowbird destination guests seek when visiting Snowbird?

• What do Snowbird destination guests feel about current meal pricing at Snowbird?

Demographics

Female28%

Male72%

Gender

Age

3%

5%

16%

59%

13%

4%

0% 10% 20% 30% 40% 50% 60% 70%

under 18

18 - 25

25 - 35

35 - 50

50 - 65

over 65

Income

5%

1%

12%

8%

13%

59%

0% 10% 20% 30% 40% 50% 60% 70%

under $20,000

$20,000 - $40,000

$40,000 - $60,000

$60,000 - $80,000

$80,000 - $100,000

above $100,000

Is there an association between gourmet eating habits and demographical segments?

Eating Habits

When Respondents Last Dined at Snowbird

When did you last eat at Snowbird?

58%

12%

8%

7%

2%

9%

0% 10% 20% 30% 40% 50% 60% 70%

less than 1 month ago

2-6 months ago

6-12 months ago

1-2 years ago

> 2 years ago

N/A

Frequency of Meals Eaten Out by Snowbird Guests

45.1%

85.8%

73.0%

0 10 20 30 40 50 60 70 80 90 %

Breakfast

Lunch

Dinner

Frequency of meals eaten out by Snowbird guests

Where Guests Eat While Visiting Snowbird

24%

86%

15%

7%

22%

4%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cook your own

Snowbird Dining Facilities

Fast Food

Room Service

Salt Lake

Park City

Other

Guest Awareness of Snowbird Dining Facilities

Guest Awareness of Snowbird Dining Facilities

62%

44%

49%

50%

36%

41%

68%

73%

59%

54%

39%

25%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Aerie

Aerie Lounge

Aerie Sushi

Atrium

Lodge Bistro

Wildflower

Steak Pit

Forklift

Mid-Gad

Keyhole

Grits Deli

Superior Snacks

Room Service

Advertising Effectiveness

34.1%

28.1%

25.9%

16.3%

14.8%

11.1%

6.7%

0.0% 10.0% 20.0% 30.0% 40.0%

Friends/word-of-mouth

Other, on-premise advertising

Guest services Directory

Employee Suggestion

Walking around/experience

Bird Magazine

In room TV channels

Eating Preferences

Vacation Food Preferences

Vacation Food Preferences

23.1%

23.1%

17.6%

14.8%

12.0%

12.0%

10.2%

9.3%

6.5%

4.6%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

steak

healthy (veggies, salads, fruits)

variety

italian/pasta/pizza

burgers

fish/seafood

Japanese/Sushi

fine dining/gourmet

mexican

meat

Breakdown of Guests Meat Preferences

Breakdown of Guests Meat Preferences

wild game2% veal

2%

chicken2%

grilled2% any

8%

burgers22%

fish/seafood21%

steak41%

Restaurant Mean Scores

5.4

4.6

5.2

4.0

5.2

4.5

5.0

5.1

3.5

4.3

4.4

3.7

4.0

0 1 2 3 4 5 6 7

Aerie

Aerie Lounge

Aerie Sushi

Atrium

Lodge Bistro

Wildflower

Steak Pit

Forklift

Mid-Gad

Keyhole

Grits Deli

Superior Snacks

Room Service

Mean Restaurant Rating

Restaurant Mean Ratings vs Restaurant Preferences

Comparison of Mean Ratings and Restaurant Preferences

0.00

5.00

10.00

15.00

20.00

25.00

30.00

Aerie AerieLounge

Aerie Sushi Atrium Lodge Bistro Wildflower Steak Pit Forklift Mid-Gad Keyhole Grits Deli SuperiorSnacks

RoomService

% Favorite Mean % Least Favorite

Is Price an Issue?

What Would Entice Guests to Dine Out

30.9%

17.6%

15.4%

12.5%

7.4%

6.6%

3.7%

2.9%

2.9%

2.9%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

better value (price vs quality)

add more selection and variety

alcohol variety

satisfied

more healthy food(produce/vegetables, fruits, salads)

Italian place

dinner entertainment such as livemusic

asian/oriental restaurant/chinese

good pizza

more fish/seafood

Conclusions

• The higher a guest’s annual household income, the higher they generally rate themselves on the gourmet eater scale.

• The majority of Snowbird’s destination guests prefer gourmet dining.

• The Forklift, the Steak Pit, the Lodge Bistro, and the Aerie restaurants are the more popular dining facilities at snowbird.

• Mid-Gad and Superior snacks are not up to the Snowbird standard, and Mid-Gad is the least preferred facility at Snowbird

• Keyhole Junction is preferred by many guests, but a number of others think it is sub-par.

• Guests prefer both steaks and healthy foods while also looking for a variety.

• Snowbird guests want more value out of Snowbird dining facilities. The majority of guests are willing to pay higher prices as long as the quality of food is congruent with those prices.

Recommendations• Snowbird should increase the number of gourmet

dining facilities at the resort.• Snowbird should increase the number of gourmet

entrees on the menus throughout the resort.• Snowbird should discover and fix the problems with

the Mid-Gad and Superior Snacks.• Snowbird should examine their distribution of steak

and healthy foods in dining facilities and add these types of items to as many menus as possible.

• Snowbird should add more variety and selection to their menus

• Increase the quality of the food served at the resort