Making the pitch for Vail summer
Vail, CO, Colorado
There is a long-standing valley axiom that maintains “winter is why we came here, but summer is why we stayed.” I think you will agree that summer is indeed a magical time throughout the valley, one filled with natural beauty and a multitude of activities.
While this thought might seem somewhat foreign at the moment, given the recent gift of abundant new powder, it is never too early to start planting the seeds that will hopefully blossom into summer business and visitors.
The Vail Valley Partnership takes an active role in promoting our destination as a summer haven. Each January for the last seven years, the Partnership, along with other Vail and Beaver Creek partners representing key organizations and events, take a winter pilgrimage to New York City to bring the summer message to the national media. This media tour delivers the message that says to our current and future guests “summers in the Vail Valley should not be missed!”
On this three-day media tour, Vail and Beaver Creek “ambassadors” meet in-person with representatives from the nation’s leading publications and attend various social functions, allowing for a mix of conversation centering on story ideas that tease the coming summer season.
For the past few years, the central piece of this story was of the magnificent cultural programs awaiting guests when visiting the valley. From the New York Philharmonic to the debut of the world’s newest ballet company, some of the best artists on the planet are performing in our own backyard.
With the completion of several key development projects including the Arrabelle at Vail Square, Vail Plaza Club and One Willow Bridge, this year’s message was understandably broader in scope and scale.
While our media pitches still included the strong cultural message, they were focused on the new Vail, along with the overall summer lifestyle. The Teva Mountain Games, the addition of the Colorado Stage International Cycle Classic, Budweiser Hot Summer Nights, farmers’ markets, and the abundance of on-mountain activities such as hiking and mountain biking, were all part of the story and it’s a great story to tell.
As a result of last year’s media effort, articles appeared in the New York Times, Wall Street Journal, Vanity Fair, New York Magazine and Conde Nast, just to name a few. These articles give the valley not only national recognition, but serve as an introduction to millions of readers and potential visitors not otherwise available to us through traditional public relations and marketing avenues.
By participating in events like the New York media tour, along with producing products such as Golf Vail Valley, PRIMA and the Vail Valley Wedding Guide, the Partnership remains committed to spreading the word to the rest of the country on what we’ve known all along: Summer is why we stay!
Ceil Folz is a member of the Vail Valley Partnership Board of Governors and the director of the Vail Valley Foundation.