Vail cuts $120,500 from marketing funds
Vail, CO Colorado
VAIL, Colorado ” A nearly 20 percent cut in funds this year won’t hurt Vail, Colorado’s plans to market the town for the summer, officials said.
The Vail Local Marketing District, which usually runs the town’s summer marketing campaign, expects to collect $220,000 less than last year due to a slow winter season. The district is funded by a 1.4 percent lodging tax collected throughout the year.
“We’re all aware of the current economic situation, and what we saw this winter, which led to a significant decrease in our tax collection and budget this year,” said John Dawsey, treasurer of the district’s advisory committee and director of sales and marketing for RockResorts.
The marketing committee’s efforts include Front Range marketing, running vail.com along with Vail Resorts, and the Vail All the Love campaign, which aims to bring Front Rangers to Vail.
The committee also hired Denver-based marketing firm Genesis, Inc. last year to “brand” Vail as a summer destination.
In respond to the expected revenue shortfall, the committee cut it’s budget by $120,500, a move that is not expected to affect any of the town’s marketing programs, and the district will keep a strong fund balance, said town of Vail Economic Development Director Kelli McDonald.
The cuts will mostly come from funds usually set aside for emergency situations or unexpected marketing opportunities. The district won’t put any money into those funds this year, McDonald said.
The town will also move ahead with it’s summer version of Vail All the Love, which began last fall as way to boost winter business. Besides Front Range advertising, the program organized more than 50 lodges and 60 shops and restaurants to offer promotional deals.
Councilman Andy Daly asked how marketing experts planned to make the program even more successful next winter. The number of room nights booked as a result of the winter campaign was low compared to the amount of money the town spent on the advertising, he said.
“We should be working to make this more effective,” he said.
Staff Writer Melanie Wong can be reached at 970-748-2928 or firstname.lastname@example.org.