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Vail summer survey positive

Lauren Glendenning
lglendenning@vaildaily.com
Vail, CO Colorado

VAIL, Colorado – Out of 1,267 people randomly surveyed in Vail Village over the summer, 65 percent were in Vail for six nights.

The number is good news because the longer people stay in town, the more they tend to spend, however the high income destination business the town of Vail and Vail Resorts seeks is still lagging behind desired levels.

“There’s a drop in super high income earners, although there’s growth in middle income earners,” Vail Mountain Marketing Manager Adam Sutner said Tuesday while representing the Vail Local Marketing District.



Sutner presented the Vail Local Marketing District’s 2010 Summer Research Project to the Vail Town Council Tuesday and said the results are “a pretty good report card for the summer.”

Sutner was most excited about the net promoter score – a marketing term that represents the number of people out of 100 who would recommend Vail to a friend or colleague.



Vail’s score, at nearly 72 percent, is something the town and resort should be really proud of, Sutner said. The score was 42 percent in 2005, and 62 percent in 2007. Last year’s winter score alone was 85 percent.

“Seventy-five percent is considered world-class,” he said. “This is a very strong, passionate score. … It underscores a fundamental shift in the perception of our guests.”

Special events within the town of Vail showed strong results in the survey, as well. About 68 percent of the people surveyed viewed special events as important.



The take-away from the survey is that Vail is holding its own in the summer and people seem to like coming here, Sutner said.

While the income levels of the people who come here could afford to increase, as well as the amount of money people spend while shopping in town, there’s proof in the numbers that Vail is a brand with “strong desirability,” Sutner said.


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