Vail aims to boost summer |

Vail aims to boost summer

Melanie Wong
Vail, CO Colorado
Special to the DailyMeggen Kirkham of SITE Marketing reviews details of the summer Vail All the Love campaign at a meeting Wednesday morning at the Vail Cascade Resort and Spa in Vail.

VAIL, Colorado ” In the coming months, look for the Vail red heart around the villages, on Denver billboards, and even at Rockies’ baseball games.

The heart is the logo of Vail All the Love, a town-organized marketing campaign aimed at bringing Front Range business to Vail. The program, in cooperation with Vail Mountain, organizes Vail shops, restaurants and lodges to offer promotions and deals that will draw people to town.

The promotions will be advertised in Denver, Boulder, Fort Collins and Colorado Springs via mail blitzes, billboards along Interstate 70 and Interstate 25, as well as magazine, newspaper and radio ads. Starting next week, more than 100,000 Front Range residents will receive light blue envelopes containing an invitation to take advantage of summer deals in Vail

The campaign’s summer Web site also went up this week ” the site will be connected to Vail Resorts’ site and will offer a weekly list of Vail deals both on the mountain and in town.

The campaign began in the winter season to help boost business during what was anticipated to be an economically tough ski season. The town put aside $500,000 toward the marketing and reported that the effort brought an estimated $1.6 million of revenue to town, including more than 7,000 room nights booked in local lodges through the Web site.

The summer version of the campaign will be a more coordinated effort backed by $700,000 in funds from the Vail Local Marketing District, said organizer Meggen Kirkham.

Many other resort communities have taken Vail’s cue and began to launch similar promotional campaigns to help boost business, said Kelli McDonald, economic development director for the town of Vail.

“We really owe a debt to our Town Council for having the foresight they had. It was a time when a lot of communities were stepping back,” she said of last fall. “Our community stepped forward.”

It’s also a campaign that many business owners hope will help pull them through what may be one of the most difficult summers yet.

With business indicators such as town sales tax and hotel bookings down over the winter, many businesses said they plan to give All the Love a shot.

Kent Pettit, owner of Pettit Photography, said he plans to give a promotion through the program. Business from corporate groups, weddings and family portraits have really suffered, he said.

“I think this is needed, and it’s very good for business,” he said. “It seems like it’s very well-coordinated.”

The Sitzmark Lodge offered room deals as part of the winter All the Love campaign and plans to continue with the summer promotions, said general manager Jeannie Fritch.

“I’m worried about the summer, and I think this is targeting the right market,” she said.

Jeff Jacobs, general manager of Westwind Condominiums, said the lodge plans to offer deals through the program. While he didn’t see a huge business boost from the winter campaign, he said he believes that All the Love’s Web site helped get people shopping in Vail.

“The exposure gets the consumer to start shopping. Once they get interested in the Vail market, they start shopping lodge to lodge,” he said.

Staff Writer Melanie Wong can be reached at 970-748-2928 or

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