Vail businesses see bump from Teva games
Vail, CO, Colorado
VAIL, Colorado –We all know what keeps Vail’s streets bustling and shops buzzing in the winter. The summer’s a bit different.
Like many mountain resorts, Vail counts on special events to keep people coming to town in the summer. The first, the Teva Mountain Games, hit town last weekend, and Vail Village merchants are reporting a pretty good weekend.
“We had a great weekend,” Joe’s Famous Deli owner Joe Joyce said. “On Saturday, we were up about 100 percent from last year. There were a lot of people in town. The parking structures filled up early and the frontage roads were full.”
West Vail Liquor Mart co-owner Laurie Mullen said her store’s business was up a bit from the same weekend last year. Since Teva was the same weekend last year and this, she said, that’s real improvement from year to year.
Just down Bridge Street from Joe’s, Nikki Chase at the Golden Bear said her store had a good weekend, too.
But one Lionshead business owner said people seemed to mostly stay in Vail Village through the Teva games.
“I think Teva actually pulled people out of Lionshead and drew them to the village,” Arriesgado Clothing owner Cabal Yarne said.
That’s why Yarne is looking forward to the South of Border Fiesta scheduled for Lionshead the weekend of June 20.
“The events really help in the summer,” Yarne said.
Whether aimed at kayakers and climbers or classical-music aficionados, Chase agreed that summer events are a good thing.
“They bring people to town, and they bring locals to town,” Chase said. “That’s half the battle.”
Mullen, who also has a seat on the Vail Local Marketing District Advisory Council, said events are key to success in the summer.
“We’re fortunate that the town’s kept funding for marketing in place,” Mullen said. “It takes a big effort to do something worthwhile.”
Some mountain towns worry about event fatigue. Telluride, for instance, has a “nothing” weekend carved out in its summer schedule. That weekend, of course, has become part of the town’s marketing efforts.
“We’re not to that point yet,” Mullen said. “We can still do more.”
Business Editor Scott N. Miller can be reached at 970-748-2930 or firstname.lastname@example.org.