Vail guests want to pursue passions, consultants say |

Vail guests want to pursue passions, consultants say

Lauren Glendenning
Vail, CO Colorado

The issue: The Vail Local Marketing District’s summer 2010 strategies for attracting more visitors to Vail.

Who they talked to: Kelli McDonald, Vail economic development manager, and consultants Saloni Shah and Graham Button of the Genesis consulting agency.

What they talked about: The Vail Local Marketing District’s summer strategies stem directly from research done by Reach Advisors that shows consumers want to pursue recreational passions on vacations. The town of Vail is trying to respond to that research by offering athletic camps and music festivals, among other events.

Shah and Button showed Marketing District members the various mediums where they’re spending money to advertise. The objectives of the advertising campaign are to increase lodging bookings, grow sales tax revenues and position Vail as a world-class, year-round destination, Shah said.

The campaign is focusing most of its efforts online, consultants said. The website, for one, has been redesigned to feature the idea of guests looking to pursue their passions. The site allows people to click on various activities and events offered in Vail that they might be “in pursuit of.”

Special packages are being offered as part of the campaign that don’t put Vail on sale, but rather offer good values, Shah said.

Consultants are going to measure how it all works throughout the summer through tools like occupancy data, reservations, volume of phone calls and web traffic, the numbers of stories written in target media publications and flight bookings.

“I’m anxious to get to the end of summer to see how we do, and to see what we need to tweak to make it better,” said Vail Local Marketing District member Andy Daly.

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