Marketing district has big plans for summer | VailDaily.com
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Marketing district has big plans for summer

Chris RomerVail, CO, Colorado

Signs of spring are upon us. The recent change to Daylight Savings Time, bluebird weather and special event including the Vail Film Festival, the Taste of Vail and the end-of-the-season bash, Spring Back to Vail remind us that summer is around the corner. What locals know, and visitors are more than ever taking notice, is that Vail in the summer months offers just as much as Vail during the winter. Thanks to the efforts of the Vail Local Marketing District and the Vail Local Marketing District Advisory Counci, the Vail summer brand is as robust as the Vail winter brand that originally made our destination world renowned. Formed in 1999, the councils mission is to attract visitors to Vail when the ski season gives way to hiking, biking, golf, fishing, and rafting. The council is a team of marketing and communications experts who share the marketing districts goal to increase Vails summer business. The council oversees the strategic plan while a diverse group of professional vendors (Horton Lantz & Low, Peeples Ink, Untraditional Marketing and the Vail Valley Partnership) execute the program. The district, while promoting summer tourism, works year-round to strengthen the Vail brand. Our promotion of the Fly Vail Summer air program is a perfect example of how these efforts contribute to the recognition of Vail as year-round destination. Greater air access allows our visitors to access Vail more frequently and with greater ease. There are daily, non-stop flights from Chicago during the summer, and daily, non-stop flights from Dallas during the summer and through the fall. Special summer/fall packages to accompany these flights will make summer 2007 one all businesses will want to look forward to.Locals know that Vails summer season abounds with cultural, culinary and recreational events and activities. The goal of the district is to spread the word to our regional and national guests. Here are just two of the efforts that the disctrict will soon put into place: In May, the district will offer SPAd at Vail, a promotion that will be marketed on the Front Range, reminding these potential guests that our off-mountain experience is just as high caliber as the on-mountain experience. The package offers a health and wellness weekend getaway that includes lodging, spa treatments, and yoga. Other spa treatments and classes will be offered at a discounted rate. This package is perfect for a Mothers Day gift, a girlfriends getaway or for couples looking for a mountain escape. Additional details on SPAd at Vail can be found at vail.com. Coming on the heels of SPAd at Vail will be Vails Family Mountain Adventure series, a promotion that builds on the success and growth of the Teva Mountain Games. The games, which have gained momentum and recognition over the past six years, has a loyal audience and attracts newcomers by opening the event to athletes of any age or ability.Launching during the Teva Mountain Games, June 1-3, families will have the opportunity to purchase a family adventure package through on weekends through June 24. Vails Family Mountain Adventure package includes two sport/activity programs, kids pizza and climbing night, family lodging packages, parents romantic nights out, professional athlete involvement and Teva Mountain Games gear. In short, this series (essentially an eco-adventure resort camp) allows families to learn how to kayak, climb, raft, mountain bike, track wildlife and/or fly-fish together in the ultimate mountain environment – Vail. Additional details on Vails Family Mountain Adventure series can also be found at vail.com.All district packages and promotions reach an audience including but not limited to families, couples and weekend girlfriend or guys getaways. A partnership with the Denver Newspaper Agency to advertise these promotions will help spread the word to our Front Range guests during periods when they may not automatically think to vacation in Vail. Research has shown that the Front Range is our most prominent summer market, as Vails past summer guests are loyal to Vail. Eighty-seven percent say they are likely to return and 76 percent have recommended Vail to others. The Front Range guest typically plans their vacation between three months and three weeks out; the district strategically promotes upcoming events and promotions knowing this fact.Vails summer promotions, events, activities and packages continue to fulfill Vails core promise: Theres no comparison.


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