Understanding what Vail’s summer guests want to do
Ryan Summerlin March 24, 2014
Government Tracker: Vail Local Marketing District Advisory Council, March 20
Issue: Researching what summer guests want.
Who they talked to: Goodness Mfg, a Los Angeles branding company
What they talked about: The town’s marketing board is set to launch a new summer marketing campaign, and part of the initiative is to launch a survey of guests to find out what motivates people to choose Vail as their summer destination. What kind of place are they looking for? When do they book? When do they start planning? Do they want luxury or wilderness? Do they want nightlife?
These are all questions that can direct marketing strategy as well as give valuable insight to the town’s businesses.
The research will be conducted with 500 responders in late April, and the findings will be presented May 15 to the marketing district advisory council and on May 20 to the Vail Town Council.
Goodness will study the results, give insight on customers’ decision-making process and help the town target the right audience with their advertising.
What they did: Approved $70,631 of Vail Local Marketing District funds. The request will need to be approved by the Vail Town Council.
Issue: Front Range advertising
What they talked about: This year, the marketing district advisory council moved some of the funds that went toward Front Range marketing toward destination guest marketing. With the funds that are staying for in-state advertising, the council approved several ads, created by Goodness, for Front Range billboards along Interstate 70.
The new ad campaign deviates from the classic blue skies approach and paints Vail as a more “enchanted” and “elegant” place.
What they did: Approved $27,000 for the billboards, which will need to be approved by the Town Council.
Assistant Managing Editor Melanie Wong can be reached at 970-748-2927 and at firstname.lastname@example.org.