Vail Daily column: Looking back at 2011 |

Vail Daily column: Looking back at 2011

Chris RomerVail, CO Colorado

As a community, we head into 2012 with a sense of continued optimism that the worst is behind us, presenting the opportunity to build on the various successes from 2011 – including record skier numbers at Vail Mountain and increased (even record-setting!) sales tax collections for some of our municipalities. For those of you who don’t know us – or who haven’t paid close attention the past two years as we’ve greatly expanded our community footprint and member benefits – the Vail Valley Partnership is one of the Vail Valley’s oldest nonprofits. The Partnership, a 501c(6) nonprofit organization, has been engaged in the community from the early days of Vail, starting in 1964 as the Vail Resort Association. We’ve grown over the years to represent the entire Vail Valley and to fit the needs of the business community through our chamber programs including cost-savings programs, educational events, networking opportunities and our advertising and marketing programs.The Vail Valley Partnership also serves as the regional destination marketing organization for Eagle County. Through our marketing and sales departments, we work to promote the destination’s brand awareness and equity through media relations, group sales, regional advocacy and other communication strategies. We are proud to have been named Colorado’s best destination marketing organization by the readers of Colorado Meetings and Events Magazine in early 2011 and our staff members are involved as volunteers throughout the state on groups such as the Colorado Tourism Office and Destination Colorado.Because business and tourism go hand-in-hand, the Vail Valley Partnership also brings to the community a variety of signature programs that elevate the destination’s attention to both guests and businesses. Signature Vail Valley Partnership programs include the Platinum Service Program, Lodging Quality Assurance, Destination Preservation and the Non-Profit Network. These signature programs are examples of how the Vail Valley Partnership reinforces commitment and dedication to improving the guest experience and adding value to the local business community.Locally, our local chamber benefits, signature programs and increased focus on regional collaboration have resulted in increased membership value, increased event attendance and more member engagement than ever before. Thank you to our members throughout the valley for your continued support of our educational and networking programs in the community.The Partnership will continue to enhance our marketing benefits, cost savings programs and events based on feedback from our membership. The VVP is also actively increasing our presence in regional and statewide tourism and economic development programs to help raise awareness of our community and to increase our regional tourism efforts to drive more destination guests to the Vail Valley. New programs and benefits in 2011 include the Vail Valley Volunteer Connection, the Vail Valley Sports & Event Coalition and the Vail Valley Merchant Alliance. We have also expanded our member marketing benefits to include a destination guest lead-sharing program and partnership (offering our members free virtual coupons via smart phones), not to mention a variety of new cost savings programs and educational events. New events recruited to the Vail Valley include Tough Mudder, Ride the Rockies, Diva Half Marathon & the Snowball Music Festival, in addition to dozens of other traditional meeting groups resulting in guest spending in the valley of over $20,000,000.In every regard, the Partnership takes a collaborative path to attaining community success. If your business is a VVP member, thank you for your involvement and continued support. If you are not a member of the Vail Valley Partnership, we invite you to get off the sidelines and help us to grow tourism in the Vail Valley – and to grow your business by tapping into the variety of chamber benefits and destination marketing opportunities available to members.As always, I encourage all member businesses to get engaged with the Partnership and to contact us with any suggestions you may have to help us better serve you. Call us at 970-476-1000 or stop by our offices in Avon at Traer Creek Plaza to share your feedback. Chris Romer is executive director of the Vail Valley Partnership

Support Local Journalism