A season for surprise | VailDaily.com

A season for surprise

Michael Robinson

Vail, CO ColoradoSurprises come in many forms – big, small, some no shape at all. Surprises can change one minute of your life or the rest of your life depending on its magnitude.Next Wednesday, December 13, the Vail Valley Chamber & Tourism Bureau will conduct its annual meeting, a recap of the year’s accomplishments and successes. The meeting will also disclose the organization’s fiscal breakdown of spending and expenses, validating our commitment to be a transparent organization. While the aforementioned sounds typical of an annual recap, we just might surprise you as we will go above and beyond the traditional drill. Four important announcements, which will impact your ability to do business better, will be revealed at this meeting. We invite and encourage all partners to attend for that reason.Yet going back to the traditional meeting agenda- the yearly recap may surprise you as well. Target numbers were surpassed, goals exceeded and objectives met. Take the VVCTB’s Partnership department for starters. One-hundred and four new businesses joined the VVCTB in 2006. Furthering our attention to partners, the VVCTB launched a new educational speaker series, “A View from the Top,” which brought best-selling international author Robert Spector to the Vail Valley.The VVCTB is and always has been a cheerleader of the Valley as a destination for both leisure and business. The VVCTB’s central reservation system booked 1.9 million in leisure guest trips and generated over 4,345 reservations worth over $5.9 million in incremental spending in the region. These numbers prove that doing business in a mountain destination is serious business.The summer of 2006 is due a standing ovation with the promotion and management of PRIMA, a marketing initiative that promotes the Vail Valley as a cultural destination. Golf Vail Valley was another hole in one for the VVCTB. In its first year, Golf Vail Valley, received “ink” in Chicago’s NorthShore magazine, United Hemispheres (in-flight magazine for United Airlines), Denver Post, 5280 magazine and Colorado State Vacation Guide. These significant media placements on both the national and international level helped raise awareness to the Vail Valley as a golf destination.The VVCTB’s Quality Assurance program also reached new heights in 2006. Participation in our Platinum Service Program, which recognizes exceptional customer service, doubled from 2005. Beaver Creek Resort Company, recognizing the program’s worth, became the eminent sponsor of 2006, and we are happy to announce this sponsorship will continue in 2007. The VVCTB’s Lodging Quality Assurance program, which evaluates and rates property interiors, completed the highest number of inspections ever completed in one year. Also for the first time, the VVCTB hosted an educational seminar to educate property owners how to increase unit ratings.While we will bid the successes of 2006 farewell at our annual meeting, we will also assess areas of opportunity for growth and improvement. We will address how the strategic vision of 2007 will differ from 2006 and explain how this recourse, will direct the Valley to reach its full future potential.The new changes that will be announced, while relevant today, will be even more relevant tomorrow. The announcement will unveil how the VVCTB will be more attentive and accessible to your day-to-day wishes and future needs.So save the date for Wednesday, December 13 at the Manor Vail in Vail Village, for your first holiday surprise. Another gift will follow the annual presentation – that being the VVCTB’s monthly mixer. Mingle and mix with colleagues and the VVCTB and make it a goal to learn something new about the persons you talk to. Jack London once said, “You can’t wait for inspiration. You have to go after it with a club.” Tis the season for imagination, surprises and dreams. Experience all with the VVCTB. Michael Robinson is president/CEO of the Vail Valley Chamber & Tourism Bureau.

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