Driving Short-Term Sales

While Building the Long-Term

Vail Brand
Stan Zemler
Vail Town Manager
 Chris Jarnot
Vail Mountain Chief Operating Officer
 Adam Sutner
Director of Sales and Marketing
Vail Mountain
 Vail Mountain
Winter Learning
Vail Mountain Winter Learning

Overall Summary
• Focused objectives: volume, mix, guest satisfaction
• Led with ‘core’ Vail Brand
• Kept Vail relevant and top of mind; pulsing strategy
• Right person, right offer, right time
– NOT, deals, deals, deals
• Consumers: reasons to make a decision
• Fresh, never taken for granted, always asking for the order
• Never “on sale”
Vail Mountain Winter Learning

Detailed Learnings
• Focus on growing destination visitors as % of mix
• Retain Front Range gains from 2008-2009
• Improve relevance to consumers with new products
and new offerings
• Guest satisfaction – total commitment
• New media: digital, social, video
Vail Brand Positioning
Winter
For passionate and dedicated skiers, Vail Mountain
is the preferred ski resort for whom skiing
represents an elemental expression of personal
achievement and singularity of man against nature,
or the Esprit d’ Corps of belonging to an elite club.
Because of mother nature’s generosity in snow
and terrain, coupled with the vision inherent in the
spirit of Vail’s founders and the modern day
commitment to excellence in all aspects of
operation, Vail can credibly lay claim to being an
experience like nothing on earth.
Vail Like nothing on earth
Summer
For passionate mountain travelers and outdoor
adventurers, Vail in summer is the preferred
destination for those to whom the mountains
represent an elemental expression of physical,
emotional and cultural vitality.
Because of mother nature’s generosity, coupled
with the unique passion inherent in the spirit of
Vail’s founders and the modern day community
commitment to excellence in all aspects, Vail can
credibly lay claim to being an experience like
nothing on earth.
Vail Like nothing on earth
Summer Marketing

Lighthouse concept
• Our goal: to develop the Vail brand as the clear
leadership brand in the year round resort business
– A brand that shows the way and leads
– A brand that shines consistently
– A brand that shines insistently
– A brand that consumers, undecided and looking for choices,
will navigate towards
Summer Marketing

Vail’s Leadership Proof

• New alignment with winter to create a year-round Vail brand
• Vail 360 Programs for the Pursuit of Passions
– Ambassadors including Chris Carmichael, Ellen Miller, Jenny
Potter, Brad Ludden
– Summer Heart of Vail
• Categorical commitment to highest level of guest service
• A world-class infrastructure supporting and enabling the physical,
emotional and cultural pursuits of passions – physical facility gaps
identified
Summer Marketing

Vail’s Leadership Proof

• Economic Vitality
– Special Events
– Vail Recreation District Programs
– Participatory Sports and Groups
– Mountain Activities
– Base Area central information centers
– New properties – Solaris, Four Seasons, Ritz-Carlton
Summer Marketing

Summer 2010 Strategy

• Leadership tone
• Leverage winter brand for year-round success
• World-class event platform
• Vail 360 programs
• Keep Vail relevant and top of mind
• Right person, right offer, right time
Summer Marketing

Summer 2010 Strategy

• Improve % of destination guests while retaining Front Range
guests
• Reasons to make a decision
• Fresh, never taken for granted, always asking for the order
• Value message – But never “on sale”
– By strengthening the brand
– Offering proofs
– And supporting with competitive value
• Road to 50th Anniversary
Special Events
Special Events

Dave Chapin
Chairman Commission on Special Events
Special Events

A Partnership with Marketing

• Works hand-in-hand with marketing year-round
• More than anything, Vail’s events offer further proof of
our leadership proposition
– The whole is greater than the sum of the parts
• Brings brand to life by bringing activity and vitality to
the streets of Vail
• Contributes to Vail’s economic vitality, guest
experience and sense of community
Special Events

New Events for 2010

• Colorado Soul Festival: August 20 - 22
• Vail Restaurant Month: September 20 – October 17
Special Events

Major, Summer Events Returning in

2010
• Teva Mountain Games: June 3 - 6
• Vail Farmers’ Market and Art Show: 14 Sundays, June 20 –
September 19
• BRAVO! Vail Valley Music Festival: June 25 – July 30
• Vail America Days: Parade, Patriotic Concert and Fireworks on
July 4
• Vail International Dance Festival: July 25 – August 10
• Vail Jazz Festival: All summer long
• Gourmet on Gore: Labor Day Weekend, September 4 – 6
• Oktoberfest: LionsHead September 10 – 12 and Vail Village
September 17-19
Special Events

Participatory Sporting Tournaments

• King of the Mountain Volleyball Tournament: June 18-
20
• Vail Lacrosse Shootout: June 26 – July 4
• Kick-It 3v3 Soccer Tournament: July 30 – August 1
Vail Economic Advisory
Council
Vail Economic Advisory Council

Rob LeVine
General Manager
Antlers at Vail Condominiums and
Conference Center
Thank You
Questions