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Open for Business: Pepi Sports

Name of business: Pepi Sports

Physical address: 231 Bridge St. Vail, CO 81657 

Phone number: 970-476-5202

Email: pepisports@pepisports.comskishop@pepisports.com

What goods and services are you offering at this time? 

Pepi Sports is open downstairs offering all 2019-20 skis marked down 50%, as well as 40% off all ski boots, goggles and helmets. We have temporarily moved clothing, jewelry and furniture displays into Pepi’s Bar while our main showroom is renovated. In the bar, you can find 50-70% off all men’s and ladies’ skiwear. Bikes and e-bikes are available for half-day and full-day rentals. We are open seven days a week from 9 a.m. to 5 p.m.

How have you adjusted to serve your customers during these unprecedented times?

We are taking advantage of the bar location to offer a more open-air shopping experience in addition to social distancing practices. We also use a spray hand sanitizer to ensure bikes and other rental equipment is clean after each use.

How can the community support you?

We are lucky to have an amazing community around us that can still call the store for personal shopping and questions on equipment and rentals. Our website is up to date with the latest discounts and super deals for at-home shopping. Pepi Sports Upstairs Ladies Boutique will be available for shopping on June 1.

What’s the source to keep up to date with your offerings?

Visit Pepisports.com, find us on Instagram or call the shop at 970-476-5202. The ski shop can be reached at 970-576-5206.

What’s the response been?

Everyone has been thrilled that we have been able to assist them with their Alpine touring gear as they try to get their last turns in before the snow melts.

What are your plans going forward as the “new normal” evolves?

As things evolve, we will continue to evolve and adjust to the times so we can continue to serve the valley with the same great service they have become accustomed to over the last 50 years. As always, our goal is to keep the customers safe and healthy in both their adventures and beyond.

Open for Business: Well & Being Spa at Vail Marriott Mountain Resort

Name of business: Well & Being Spa at Vail Marriott Mountain Resort

Physical address: 715 W. Lio​nshead Circle, Vail, CO 81657

Phone number: 970-479-5004

Email: reservations@wbvail.com

Website: www.wbvail.com

What goods or services are you offering at this time? 

We are selling e-gift cards and have a limited time offer: Purchase an e-gift card for a 50-minute service and receive an instant upgrade to an 80-minute and a complimentary spa gift upon arrival when we open back up. Get something for mom for Mother’s Day and the e-gift card will be sent right to her inbox.  

How can the community support you?

Purchasing e-gift cards for a future spa appointment once the spa reopens. e-gift cards can be purchased here. (https://vmmr1657.na.book4time.com/spagift/)

What’s the best source to keep up to date with your offerings?

www.Wbvail.com

Facebook: https://www.facebook.com/wellandbeingvail

Instagram: https://www.instagram.com/wellandbeingvail/

What are your plans going forward as the “new normal” evolves?

Our spa will be taking an enhanced approach to safety and wellness to ensure every employee and guest feels safe. Stay tuned to our social media channels and www.wbvail.com for the full list of action items our team will be making.

Open for Business: The Athletic Club at The Westin Riverfront

Name of Business: The Athletic Club at The Westin Riverfront Resort & Spa             

Physical Address: 126 Riverfront Lane, Avon

Phone Number: 970-790-2052

Email: club@athleticclubwestin.com

Website: athleticclubwestin.com

What goods or services are you offering at this time? 

The Athletic Club at The Westin is reopening to members Friday. Daily operations will be from 6 a.m. to 7 p.m. The Athletic Club at The Westin is a state-of-the-art fitness center offering extensive cardio and weightlifting equipment plus more than 60 group exercise classes weekly, including yoga, Pilates, cycling and movement. All-inclusive memberships and daily drop-in rates are available.

How have you adjusted to serve your customers during these unprecedented times? 

We launched a new virtual gym during Colorado’s stay-at-home order, and we will continue to offer our on-demand library of virtual fitness classes to our members.

What’s the best source to keep up to date with your offerings?

Our website, athleticclubwestin.com.

What’s the response been?

Many of our members have been enjoying our virtual classes, and we are thrilled to welcome everyone back into the Athletic Club in a safe manner because we understand that exercise is extremely important for physical and mental wellbeing.

What are your plans going forward as the “new normal” evolves? 

The health and safety of our members and associates is our top priority, and we are following the advice and guidelines of Eagle County, the Centers for Disease Control and Marriott International. To help prevent the spread of the virus, the Athletic Club is requiring all associates to wear masks, adding new gym wipe stations throughout the facility, increasing the housekeeping presence and using hospital-grade cleaning agents and electrostatic spraying.

To follow social distancing guidelines, the Athletic Club has staged all weight and cardio equipment to be at least 6 feet apart and will be limiting gym usage and fitness class sizes. The hot tubs, steam rooms, saunas and pools will remain closed in accordance with Eagle County regulations.

Alpine & Antlers offers American classics with an artful twist

The new Alpine & Antlers restaurant in the Beaver Creek Lodge can take care of all your dining and drinking needs. Serving morning, noon and night, this eatery offers American classics with an artful twist.

Executive chef Sammy Shipman said their goal at Alpine & Antlers is to create a fun place where the menu is approachable, comfortable and shareable. “It’s kind of the opposite of what many of the restaurants at Beaver Creek have. At many places, there is a large tasting menu where you commit to several courses. We have a variety of shareable plates and entrees so you can order for what your needs are at the time,” Shipman said.

Alpine & Antlers has been in the making since July and Shipman, who’s been a chef in the valley for over 10 years, said it’s been fun to start a restaurant from scratch. “Many times you come into a restaurant where the menu is already established and you can’t change a lot of the dishes. Here, we had to develop every single part of everything, right down to which type of oil to use,” Shipman said.

We tried one of the seasonal favorites on the menu, the flaming saganaki, which is kasseri Greek cheese, brandy and lemon served with a sliced baguette. They light up the skillet right at the table, so have your camera ready. We also had the wood-roasted mussels. “We’re doing everything we can in our wood-fired oven or the wood-fired grill because you can pick up so much good flavor in there,” Shipman said.

Alpine & Antlers also has a drink menu featuring alpine-infused cocktails like the apple pie, which is a festive rye-based cocktail with allspice liqueur with a house-made apple shrub and a crushed graham cracker and gingersnap rim, which is sure to put you in the holiday spirit.

The breakfast menu is super-charged with power bowls and protein-packed classics like an egg white frittata and a whole grain rice bowl that’ll energize you for a day of skiing and snowboarding. Happy hour runs from 2 to 5 p.m. and they have live music Wednesdays through Fridays from 2 to 4 p.m. Check in with them about their New Year’s Eve party featuring Austin’s Rose.

Feed your curiosity at this funky new place to dine in Beaver Creek. Follow Alpine & Antlers on social media for more information and specials.

Executive chef Marco Fossati welcomes you to Four Seasons Vail

Most hotels have a lobby bar where you can gather before going out to dinner or wait for the rest of your party to come down before heading out and about. But at the Four Seasons Resort and Residences Vail, the lobby bar is more of a destination. Even people who aren’t even staying at the hotel flock to enjoy the views, libations and delicious food at The Remedy Bar.

The Remedy Bar, the Four Seasons Vail’s lobby bar, has become a Vail favorite. Its big-screen televisions are a draw for sports enthusiasts looking for the big game. The drinks draw in those looking for a creative concoction and foodies love the diverse items on the menu. And everyone loves the views, including the Four Seasons Vail’s new executive chef, Marco Fossati.

“After spending 10 wonderful years in California, I think it was time to come to the mountains. When you sit in Remedy and that is the view, it’s just fantastic,” Fossati said while gesturing to the large windows that face the ski slopes of Vail Mountain.

Fossati was with the Four Seasons properties in Palo Alto and Santa Barbara, CA and the Four Seasons Hotel Milano in Italy. He also has spent his early years working at various establishments including luxury hotels, Michelin-starred restaurants and private clubs. He’s worked at amazing locations such as Tuscany, Milano, Sardinia, Paris, Hamburg and London.

Fossati’s energy is contagious. His warmth, spirit, Italian accent and desire to make you feel welcome give you the feeling that you are in his own home rather than at a restaurant. Fossati likes to share the experience with the guests and Remedy’s new open-air kitchen puts its culinary artistry on display.

He likes to pay attention to the small details as well. The honey drizzled over the signature grilled cheese comes from Knapp Ranch in Edwards. The micro herbs that top off the beetroot hummus are also from Knapp Ranch. Much of the bread that is on the menu comes from Hovey and Harrison in Edwards. “One of the owners at Hovey and Harrison is my neighbor, so sometimes we meet for coffee and chat about products we can use,” Fossati said.

Fossati said he’s excited to change the menu often and get creative by using local and regional ingredients. But first, he wants to hit the slopes. “It’s been over 20 years since I’ve skied, so on my next day off I am going to go up on the hill.”

Restaurant deals, Oktoberfest, a wine crush and more: Tricia’s weekend picks 9/27/19

Vail Beaver Creek Restaurant Week

The seventh annual Vail Beaver Creek Restaurant Week kicks off Friday and will run through Oct. 6. This 10-day event excites foodies and those looking for deals at area hotels and spas during autumn in the Vail Valley. The $20.19 restaurant specials offer a chance to go for that expense dish and with hotels and spas offering discounts, you could make a staycation out of it or invite friends and family into town at a discount. If you’re celebrating a birthday, anniversary or just want a date night, take advantage of the savings this time of year.

Guests will quickly notice their favorite locations from the past six years are once again participating with new restaurants, lodges and spas joining this popular event.

At the Vail and Beaver Creek Chophouse, the lunch deal will feature a house salad, their Mountain Cheeseburger plus one topping and house dessert for $20.19. For dinner enjoy either the Loch Duart Scottish Salmon with summer sweet corn succotash, rock shrimp and roasted corn sauce or slow-cooked pork shank with green apple mustard, mascarpone polenta and fennel slaw.

Sweet Basil with have appetizer and drink specials for $20.19. A few to choose from: Salmon Tataki and their Perfect Margarita, a blend of Herradura Silver tequila, lime, Cointreau and Grand Marnier; chicken liver terrine and a glass of Tokaji wine; six oysters and a glass of sparkling wine.

Montauk Seafood Grill in Lionshead is doing the math for you with 40.38% off entrées. (That’s 20.19% times two). At Gessner at the Grand Hyatt Vail (formerly Hotel Talisa) enjoy $20.19 select bottles of wine in addition to two-for-one entrées with the purchase of an appetizer.

Hotels are offering attractive deals as well. The new Grand Hyatt Vail will have rates starting at $169. Montaneros Vail will offer 20% off its rates and the Antlers Vail has condos starting at $168 per night. The Sebastian Vail has its special fall staycation specials for Colorado residents from Eagle, Summit, Pitkin and Garfield Counties.

Spa deals can be found at the Allegria Spa at the Park Hyatt Beaver Creek, Bloom Spa at the Sebastian Vail, the Spa at the Sonnenalp Vail and Vail Athletic Club.

For the most updated list of deals, view the Dining at Altitude website at www.diningataltitude.com. Check back often, as more specials may be added.

Oktoberfest at the Sonnenalp

Just when you thought it was safe to put away the lederhosen, the Sonnenalp Vail is hosting another Oktoberfest celebration this Saturday. The Sonnenalp typically hosts a few of these traditional beer fests around Memorial Day and July 4. This last event lines up with the official Oktoberfest celebration in Munich, Germany, which kicked off last Saturday and runs through Oct. 6.

The family-run hotel, which has roots that date back to 1919 in Bavaria, Germany, will provide the most authentic backdrop of all the Oktoberfest celebrations held in the area. The dirndls and lederhosen you see the staff wear aren’t just brought out for this day, it’s the uniform they don throughout the year.

There will be classics such as bratwurst with sauerkraut and specialty dishes like kasespatzle and apfelstrudel will also be on hand. Their pretzels will be served with dark ale mustard, Erdinger beer cheese sauce and apple butter. Seating will be classic beer garden style on a first-come, first-served basis.

There will be beer to wash it all down. The Sonnenalp has paired up again with Erdinger beer from Erding in Bavaria. Big steins will be filled with a few different varieties.  

Providing the music will be Those Austrian Guys playing classic folk tunes and the chicken dance. The event runs from 2 to 8 p.m. Fall lodging specials are available in case you want to remain in the Bavarian vibe and stay right at the hotel. For more information, please visit www.sonnenalp.com.

Wild West Day

Wondering where all the families are on Sunday? You’ll find them at 4 Eagle Ranch for Wild West Day. Hundreds of families will be having a great time while supporting and raising money for nine public elementary schools in Eagle County.

The 29th annual event is put on to enhance the education of the children through each school’s PTA/PTO and Education Foundation of Eagle County (www.efec.org). This local hoedown is filled with fun, games and entertainment for the whole family from 10 a.m. to 3 p.m.  Get there early and take part in the Wild West Great Stampede hosted by the Kids Adventure Games on Sunday morning. This event will be more of an obstacle course style race this year. Registration is from 8:45 to 9:15 a.m. and the race starts at 9:30 a.m.

The silent auction, featuring all sorts of spa deals, restaurant deals and gift cards, is already live online so you can peruse it at your leisure but keep in mind, the auction closes on Oct. 5. Western fun and activities can be found around the ranch and rumor has it that the dunk tank and the open mic for aspiring singers may show up again.

In addition to Wild West Day, the Wild Wine Tasting will be held on Friday at the beautiful and rustic SaddleRidge restaurant in Beaver Creek. Boone’s Wine and Spirits is bringing out a huge wine selection, plus there will be appetizers and dessert from SaddleRidge and Mountain Flour. There’s also a silent auction featuring exclusive auction items available only at the Wild Wine Tasting.

To get tickets for Wild West Day, Wild Wine Tasting or to view the auction items go to www.efec.org.

Vines at Vail Wine Crush

Speaking of wine, why not join in the winemaking process by visiting Vines at Vail? This modest mountain, boutique winery hosts its 29th annual crush this weekend at its location at 4 Eagle Ranch.

Come out between 10 a.m. and 3 p.m. on Friday and from 10 a.m. until about 2 p.m. on Saturday for the crush, which starts the fermentation process. Also on Saturday, be a part of the “I Love Lucy” costume contest reminiscent of that famous scene where Lucille Ball was stomping grapes with her feet. Look for inspiration for costumes on the Internet by searching “Lucy grape stomp outfit” and you’ll see plenty of ideas.

When you hear Vines at Vail you may wonder where their grapes come from. Although there are some vineyards in western Colorado, all of the Vines at Vail grapes come from Lodi, Stockton and Amador, California.

“We are hands-on with every process of making wine. All of our patrons love to touch, taste and be a part of it because no one in the valley does this,” said Patrick Chirichillo, founder, owner and winemaker at Vines at Vail. To learn more or to get signed up for the event, visit www.vinesatvail.com.

Walk to End Alzheimer’s

The second annual Vail Valley Walk to End Alzheimer’s will take place at the Brush Creek Park and Pavilion in Eagle on Saturday morning. The Walk to End Alzheimer’s is part of the walks held nationally by the Alzheimer’s Association. The walk is one of six held in Colorado. There are 600 held throughout the nation each year.

According to its website, the mission of the Alzheimer’s Association is to eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; to reduce the risk of dementia through the promotion of brain health. It’s a daunting task, but one that is necessary, especially when you consider the statistics on the website:

  • Between 2000 and 2017, deaths from Alzheimer’s have increased by 145%.
  • In the United States, someone develops Alzheimer’s disease every 65 seconds.
  • Alzheimer’s Disease is the sixth-leading cause of death in the United States.
  • In 2018, more than 16 million caregivers of people living with Alzheimer’s disease or other dementias provided an estimated 18.5 billion hours of unpaid care, a contribution to the nation valued at more than $234 billion.
  • In 2019, Alzheimer’s disease will cost the United States $290 billion. This number is projected to rise to more than $1.1 trillion in 2050.

Those statistics are why it’s now being called an epidemic in the U.S. and the Alzheimer’s Association is leading the charge for Alzheimer’s care, education and research and is making sure that every level of government is hearing this. 

Register online in advance or register at the event starting at 8:30 a.m. and the program begins at 9:30 a.m. followed by the walk at 10 a.m. Walking in the event is free, but feel free to donate to help the Alzheimer’s Associate keep this disease at the top of minds of researchers and the government. Set up a team or join a team and wear purple to the event if you have it. The walk is a moderate two-mile walk around the Brush Creek Park and downtown Eagle Ranch. Bring the whole family and dogs are welcome, too.

Alzheimer’s is the only top ten causes of death in America that cannot be prevented, cured or even slowed. If Alzheimer’s touches you or someone you know, gain some hope by joining the walk on Saturday. For more information and to sign up in advance go to www.alz.org/walk. Join me if you want someone to walk with. I’ll be walking for my dad who is currently suffering from Alzheimer’s.

Edwards Riverwalk hotel signs skier Tess Johnson as its ‘Resident Olympian’

EDWARDS — The Inn at Riverwalk  and local Olympian and World Cup Moguls medalist Tess Johnson have announced that Johnson has been named the “Resident Olympian” for the hotel.

Johnson grew up in the Vail Valley and began skiing moguls when her mother, Carol, signed her up for the Bumps and Jumps class at Ski and Snowboard Club Vail in 2009.

“I thought it would be a lot of jumping in the park and that is what she loved to do at the time,” Carol said. “When I picked her up she told me she skied moguls all day and I said ‘Oh no, I’m sorry, did I sign you up for the wrong class?’ And she said ‘No! I loved it, mom, keep me in this program please.’  It’s been an honor and a privilege to be on this journey with her.”

At age 14, Johnson was the youngest competitor ever to be named to the United States Freestyle team. Now 18, Johnson recently completed her fourth season on the World Cup freestyle tour and was a participant in the 2018 Winter Olympics Games in Pyeongchang, Korea. Her skiing accomplishments include:

  • 5th Place World Cup Overall, (2018-2019).
  • 3rd Place – World Championships Dual Moguls, Deer Valley, Utah (February 2019).
  • 1st Place – World Cup Duals Moguls, Tazawako, Japan (March 2018).
  • 1st Place – US National Championships Dual Moguls, Waterville, New Hampshire (March 2018).
  • 12th Place – Winter Olympic Games, Pyeongchang, South Korea (February 2018).
  • 3rd Place – US National Championships Dual Moguls, Steamboat Springs, Colorado, (March 2017).
  • 2nd place – Junior World Championships, Are, Sweden (April 2016).

Johnson graduated in 2018 from Vail Ski & Snowboard Academy.  While at the school, she competed for and was captain of the girls’ soccer team at Vail Mountain School, which won two Colorado state championships. 

“More important than all of that is that Tess is one of the nicest people you’ll ever meet” Inn at Riverwalk General Manager Matt Tabor said. “When we first met with Tess, we were so impressed with how thoughtful, gracious and grateful she is. We were immediately sold that she would be a great representative for the inn as our Resident Olympian.”

In her role as Resident Olympian, Johnson will be involved in a number of promotional efforts, including appearances (such as on-site Q&A sessions, or “hike with Tess” events). She will also be a regular blog contributor. The inn also will keep their guests informed as to Johnson’s latest activities and accomplishments.

“I am so impressed by the Inn and their staff,” Johnson said. The entire property was recently renovated and it’s so nice. I really like that they provide ‘loaner’ bikes and snowshoes for their guests and provide ski transportation to Beaver Creek. It’s the perfect place for your relatives and friends when they’re in town.”

Johnson is the fifth ranked women’s moguls skier in the world. Go to her website:  www.tessmogulskiing.com and follow her on Facebook or Instagram.  

Town of Vail seeks to sell commercial property in Vail Village

VAIL — The Vail Town Council has instructed staff to retain the services of a commercial real estate seller’s broker to assist in selling a town-owned commercial space, located at 100 East Meadow Drive in the Vail Village Inn, Phase V building. The 3,700 square foot unit was acquired by the town as part of a mitigation obligation when the Phase V building was constructed nearly 30 years ago.

NAI Mountain Commercial has been selected to assist in the sale of the commercial property. The property is being listed for sale at $1.6 million.

Over the years, the lower level space has been home to the Colorado Ski Museum, Plum TV, Vail Valley Partnership, the 2015 FIS Alpine World Ski Championships and other temporary office uses. Most recently, the town leased the space to SoulCycle for a Vail pop-up event during the 2018-2019 holiday season. 

Prior to deciding to sell the commercial property, the council reviewed utilization of the space, evaluated the ongoing cost of ownership of the property and contracted for a commercial real estate property appraisal to be completed to determine an estimated fair market value. In the end, the council determined the space would likely see increased utilization and greater overall community benefits if sold to a private owner.

The space has been largely underutilized during the town’s ownership of the property, and, if sold, would result in increased property and sales tax collections for the town. In retaining a commercial real estate broker to represent the town’s interest, the broker has been instructed to ensure the future use of the property remains commercial in nature, and that the net proceeds from the sale are to be used to achieve the town’s housing goal. 

For more information, call Steve Sendor or Erich Schmidt at NAI Mountain Commercial, 970-476-6415

Four Seasons Resort Vail launches two-year renovation project

VAIL — A decade can be a long time in the luxury lodging business. That’s why Four Seasons Resort and Residences Vail is getting an extensive upgrade.

Changes include a re-do of Flame restaurant and The Remedy Bar, as well as upgrades to the hotel’s 122 guest rooms and suites, as well as the lobby, corridors and meeting spaces.

The work will take this year and much of 2020. The hotel will remain open during the work.

Perhaps the biggest change is in the residences. Extell Development Co. in 2018 received town of Vail approval to change a number of the hotel’s fractional-fee condos to full-ownership units.

Six of the original 19 fractional units will be retained in the fractional pool. The remaining 12 units will be turned into 12 residences, eight new hotel rooms and 18 lock-off units.

Of the new condo units, one was finished in 2018. Only eight are still available for sale. Three of those units are sold “as you see them,” meaning they still have the fittings and furnishings that came with the fractional-fee units. The remaining five will be done with designer renovations.

Prices range from $4.5 million to $16.9 million.

Custom touches for owners

Dana Dennis Gumber, of Slifer Smith & Frampton Real Estate, is the listing broker for the new units. Gumber said the current fractional units all have the same fittings and furnishings. Buyers of the whole-ownership units will be able to add their own touches.

Owners of the whole-ownership units will also be able to put their units into the Four Seasons’ international rental program.

That’s a lot of outreach to potential renters, Gumber said.

Extell Vice President of Development Kurt Krieg said the sales of the new residences will help finance the rest of the changes at the property.

Those changes are going to be extensive, Krieg said, fitting with the Four Seasons brand.

Upgrades to restaurants

AvroKo, a design company with offices in New York, San Francisco, London and Bangkok, has worked at Union Station in Denver. That firm will do the work on the Flame and The Remedy Bar restaurants.

At The Remedy Bar, a kitchen will be installed at the bar level. Food currently comes from the Flame kitchen, two floors below the bar.

Renovations at Flame will include a new menu, as well as chefs tables and a closed, private room. Flame will also enclose some current outdoor space.

Krieg said the $40 million project will also include work to the hotel’s conference and banquet facilities. That work will include new colors and finishes in the meeting rooms.

The idea, Kreig said, is to get the work done with minimal disruptions to guests, employees and the rest of the town. And, he added, the improvements will “meet or exceed” the Four Seasons’ promises to those same groups.

“We’re excited and proud of this project,” Krieg said. “It’s been a well-received project.”

Vail Daily business editor Scott Miller can be reached at smiller@vaildaily.com and 970-748-2930.

Vail Valley hotels take five of top 10 spots on list of best hotels in Colorado

EAGLE COUNTY — The Vail Valley is already a well-established brand. But a recent list of the top hotels in the state may put a little more shine on that marketing halo.

A recent survey by U.S. News & World Report rated the state’s top hotels, and five Vail Valley hotels landed spots in the top 10.

The Sebastian in Vail was the top-rated local hotel, landing in the third spot on the list. The Four Seasons Resort and Residences Vail came in at No. 4, with the Sonnenalp at No. 6, The Ritz Carlton, Bachelor Gulch at No. 8  and the Park Hyatt Beaver Creek Resort and Spa at No. 9.

The top rated hotel on the list was The Little Nell in Aspen, followed by The Broadmoor at No. 2.

Ivie Parker, of the sales and marketing team for The Sebastian, said people at the hotel are thrilled.

“It’s always an honor” to land on a best-of list, Parker said. “It puts us among some really great company.”

Landing on lists like this one can be a validation that people at a hotel are treating guests well and providing a great experience.

“It helps give it a little more credibility than if we say it ourselves,” Parker said.

Boosting brand awareness

That recognition can be important for an independent hotel, Parker said. Landing on a top 10 list can boost brand awareness for lodges that don’t have the cachet that international brands carry.

At the nearby Sonnenalp hotel, sales and marketing director Esmarie Faessler said holding a prominent place on a well-known best-of list can help beyond marketing to individuals.

The hotel will put its spot on the U.S. News & World Report list on its website and social media channels. But the sales team will also use the ranking when pitching the Sonnenalp to groups.

And, while the Vail brand is already strong, Faessler said having so many hotels on a best-of list could pique the interest of someone considering where to spend a winter or summer vacation.

“For someone who typically visits Aspen (the list) shows them there are places in Vail that are great,” Faessler said.

Good for everybody

In addition to its role as the regional chamber of commerce, the Vail Valley Partnership also works on group sales and other reservations to the valley. Partnership CEO Chris Romer agreed that being on a top 10-hotels list can be a boon for an independent lodge.

“The people who are loyal to brands are going to be loyal to those brands,” Romer said. “If you have points (with a major hotel brand), you’re going to stay there.” But Romer added, people who aren’t brand-loyal may use best-of lists to aid their decisions.

At the Park Hyatt Beaver Creek, sales and marketing director Vince Vito said that even a hotel with a recognized brand can benefit from appearing on a best-of list.

“Recognition from independent sources … any kind of unsolicited feedback, adds credibility,” Vito said.

And, he added, that appearing on a top-hotels list might also help push the Vail Valley as a summer brand.

Having one area dominate a top 10 list can be good for the rest of that destination, too.

“It’s a big deal for the community,” Romer said. “It raises the tide for everybody.”

Romer noted there’s a kind of peer pressure element to best-of lists, with other properties looking to try to keep up.

“People will say: ‘We need to increase our levels,’” Romer said.

At the Ritz Carlton, Bachelor Gulch, marketing manager Stefanie Shirley said being on a top hotels list can reinforce buying decisions.

“It shows our guest they’re picking a great place,” she said.

Vail Daily Business Editor Scott Miller can be reached at smiller@vaildaily.com and 970-748-2930.