Vail Summer marketers stay active this summer
The Vail Local Marketing District, which administers a 1.4 percent lodging tax earmarked specifically for summer and off-season marketing, have been active since the end of ski season, said Kelli McDonald, marketing director of the agency’s advisory council.The nine-member volunteer advisory board oversees the marketing district’s budget. A new promotional campaign in Dallas, which includes local performances by to the Dallas Symphony Orchestra, alone has resulted in nearly $25,000 in airline bookings and more than $14,000 in lodging revenues, McDonald said. “The partnership in Dallas is just one of many positive reports resulting from our marketing efforts to date. Vail Summer is just warming up,” she said. Last year, using the slogan “Think Summer. Think Vail,” the agency launched a more aggressive marketing effort to paint Vail as the ideal spot an upscale Rocky Mountain summer vacation, she said. Longwoods International, a tourism consulting company that analyzed last summer’s advertising campaign, recommended Vail continue its efforts. The 2003 advertising campaign was credited with bringing 138,000 additional summer visitors to Vail who spent an extra $25 million during the months of May to October, McDonald said. A decision was made this summer to focus advertising on Denver and Dallas.