Spa season is the the new mud season |

Spa season is the the new mud season

Tricia Capello
Vail CO, Colorado

EAGLE COUNTY, Colorado ” “Rejuvenate in Vail, just in time for summer.” It’s a simple thought, yet to the Vail Local Marketing District, the sentence goes a long way.

It is the district’s mission to woo and wow guests to Vail from May through October. To accomplish this, the district works with a group of marketing professionals. Two years ago the district’s brand promotions marketing firm, Untraditional Marketing, developed a concept called ‘Spa’d at Vail.’ The campaign’s goal is to build awareness for Vail as a spring and early summer destination for the Front Range.

The strategy is to create a shift from the stigma of mud season, so May and June eventually become known as Vail’s spa season.

Spa’d at Vail couples spa and wellness services with lodging specials to create a spa getaway in Vail from May 10 through June 15. May is an ideal time to launch a themed campaign because it not only fills a “need time”, but also elevates the entire Vail Summer brand to align with the slogans, “Vail. Let’s Celebrate.” and the “New Dawn.”

The campaign targets consumers on an emotional level. It makes the connection that Spa’d at Vail is a way to participate in the natural changing of the seasons ” winter has passed and spring is giving way to summer, a time to rejuvenate. It encourages consumers to focus on their health and wellness and be prepared (mentally and physically) for summer; all are needs a day at a Vail spa can easily fulfill.

Bringing emotion to the Vail brand is always important, but absolutely crucial for a May promotion. While awareness of Vail as a summer destination is high among Front Range audiences, the late spring is less embraced.

Spa’d at Vail dispels the common myth most Coloradoans have that it is mud season in the mountains and that the Western Slope shuts down until summer. Because spas are a destination asset and are operating during May, Spa’d at Vail is a harmonious fit for this time of year.

As anticipated, Spa’d at Vail has had incremental success each year. The campaign has over 8 million total impressions, focused on Front Range women and couples. There are enticing, high-value deals: Lodging starting at $71.40, Spa treatments up to 50 percent off and Pilates and yoga from $10 are promoted by our print and online partner, The Denver Post, and our partner brand alignment with prAna. Booking is easy, too, thanks to the Concierge at Vail, a complimentary guest service that personally assists with the booking of spa and wellness treatments.

In addition to traditional media, we take a non-traditional approach to promotion as well. To kick off this year’s campaign, Untraditional Marketing attended the Colorado Women’s Expo in Denver. Our Spa’d at Vail booth was met with great fanfare, welcoming an estimated 11,000 women.

Our space included complimentary massages from Sorrento and Rock Resorts Spa, an enter-to-win the Ultimate Spa’d at Vail giveaway and brochures with complete Spa’d at Vail information. We directly spoke with approximately 1,400 of these women.

While Spa’d at Vail is a small step into turning a need time into a buzzing one, it represents a gradual evolution of Vail summer, An evolution we’re humble yet hungry about. We’re number one in the winter, and we’re eager to earn that ranking in the spring, summer and fall, too.

In the meantime, thanks to our participating Spa’d at Vail spas, lodging properties and wellness providers for helping bring a concept to life and injecting vitality into Vail because of it. For more information on the Spa’d at Vail program and the participants, please go to

Tricia Capello of Untraditional Marketing is the director of the Vail Local Marketing District’s brand promotions agency.

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