Red Bull Crashed Ice

Insight Community Survey Results

Red Bull Crashed Ice was one of several topics covered in the April 2018 Mixed Topic Insight Community Survey. The survey was open from April 17 - 24, 2018.
At the time the survey was launched, survey invitations were sent to 7,774 Insight Community members.
A total of 2,239 respondents completed the survey:
  • 2,221 members (or 29% of the invited Insight Community members).
  • 18 other individuals who accessed the survey via a link.  No demographic information was gathered for these 18 individuals.
To view the survey questions, click on the following link:

Question 1:

Respondents were asked to select one response only to the following question:
"Before today, had you heard of Red Bull Crashed Ice?"

Question 2:

If the response to Question 1 was "No" or "Don't know", then the respondents were asked to select one response only to the following question:
"Red Bull Crashed Ice is a downhill skating competition that was held in the Edmonton river valley March 9-10, 2018. Before today, had you heard anything about this event? "

Question 3:

If the response to Question 1 was "Yes" or the response to Question 2 was "Yes", then respondents were asked to select all that apply to the following question:
"How did you hear about Red Bull Crashed Ice?"
  • Red Bull Crashed Ice website (redbullcrashedice.com)
  • Explore Edmonton website (exploreedmonton.com)
  • City of Edmonton website (edmonton. ca)
  • Twitter
  • Facebook
  • Radio ads
  • Print ads
  • Online ads
  • Activities at other festivals
  • Word of mouth
  • Previous Insight Community survey
  • Other (please specify)
  • I don't recall seeing any marketing or advertising prior to the event

Question 4:

Respondents were asked to select one response only to the following question:
"Red Bull Crashed Ice was held in Edmonton’s river valley March 9-10. Did you attend this event in person?"

Question 5:

If the response to Question 4 was either "Yes, in the ticketed area" OR "Yes, in the free activation space", then respondents were asked to select one response only to the following question:
"How did you get to and from the event?"

Question 6:

If the response to Question 4 was either "Yes, in the ticketed area" OR "Yes, in the free activation space", then respondents were asked to select one response only to the following question:
"Where did you watch the majority of the event?"

Question 7:

If the response to Question 4 was either "Yes, in the ticketed area" OR "Yes, in the free activation space", then respondents were asked to select one response only to the following question:
"How would you rate your experience at the event?"

Question 8:

If the response to Question 4 was either "Yes, in the ticketed area" OR "Yes, in the free activation space", then respondents were asked to select one response only to the following question:
"If this event comes back, how could your experience be improved?"
  • More pre-event activity around the city
  • More information leading up to event
  • More viewing screens on-site
  • More viewing screens in other public spaces
  • More food vendors & suppliers
  • Other (please specify)
  • Wouldn't change anything


Question 9:

Respondents were asked to rate their level of agreement on a scale of 1 to 5 or Don't know, to the following statements related to Red Bull Crashed Ice.
  • Helped Edmonton embrace winter
  • Added vibrancy to downtown
  • Helped show our city to new audiences nationally and internationally
  • Increase Edmontonians pride in their city                                                        
  • Encourages Edmontonians to be more active
  • Brought more visitors to the city
  • Helped the local economy

Question 10:

Respondents were asked to select one response only to the following question:
"Would you like to see this event return to Edmonton?"

Question 11:

If the response to Question 10 was Yes, then respondents were asked to select one response only to the following question:
"Would you attend future Red Bull Crashed Ice events in Edmonton?"

Question 12:

If the response to Question 10 was Yes, then respondents were asked to select one response only to the following question:
"How often would you like to see this event return to Edmonton?"