Events put feet on Vail’s streets |

Events put feet on Vail’s streets

Susie TjossemVail, CO, Colorado

The summer version of the Vail All the Love campaign has officially launched. In marketing-speak, the goal of All the Love is to put heads in beds, but I like to think of it in terms of putting feet on the street, which is what Vail retail shops and restaurants need in order to be successful. To be effective this summer, All the Love is counting on Vails unique charm, high-quality events, family activities and entertainment to be the draw. To understand the powerful draw events have become in attracting guests you only need to look at Memorial Day weekend. Last weekend was a perfect example of what can happen when there are no events or activities scheduled to entertain the guest. This year Vail was very quiet over the weekend while just 10 miles down the highway Beaver Creek was hopping. Why the difference? Each year Beaver Creek kicks off its summer by hosting the Blues, Brews & BBQ Festival (great job, Beaver Creek!). The slow holiday weekend in Vail showed us how important strategically scheduled events, entertainment and recreation are to putting feet on the street. Over the weekend guests staying in Vail sought out the entertainment at Beaver Creek. Vail might have had heads in its beds, but Beaver Creek had our feet in its streets. Next year Vail needs to put out the Memorial Day weekend welcome mat! The Vail Chamber & Business Association has already committed to hosting several events in Vail this summer, the South of the Border Fiesta in Lionshead Village June 20; the annual BBQ Bonanza in Vail Village June 27; and Sweet on Vail on East Meadow Drive August 15. The chamber is also still working with town officials, the Vail Commission on Special Events, the Vail Local Marketing District, Vail Resorts and Vail merchants to come up with additional ideas of how to energize the town. By working together and sharing ideas the chamber is helping ensure there are plenty of feet on the street. Only then will merchants have the opportunity to attract and retain the customers through superior guest service and unique products. The Vail summer event schedule is packed full and word of mouth is still our strongest marketing tool, so spread the word that Vail is open for business and has an event scheduled every weekend and has plenty of free parking!The Vail Chamber & Business Association is the leading business advocacy group for businesses in Vail. The chamber is a communications outlet for businesses that need to have a voice. We also organize three events in the summer that take place in Vail. For information about how your business can become involved with the Vail Chamber & Business Association, call 970-477-0075 or e-mail Based in Vail Village, our office is located in the transportation center. Our doors are open Monday through Friday from 9 a.m. 5 p.m. Feel free to stop in and say hi. Susie Tjossem is a member of the Vail Chamber & Business Association Board of Directors and is Executive Director of the Colorado Ski & Snowboard Museum, which just opened its Vail Dream Realized exhibit.

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