Sunday, December 14, 2008

Vail Targets Front Range Skiers

With the current economic climate spurring a sharp downturn in destination visitors that's looming over the current ski and snowboard season, the town of Vail and its ski resort, local merchants and hoteliers have banded together to target Front Range visitors from the metropolitan Denver area this winter.
The town of Vail’s $550,000 plan to draw visitors to Vail, Colorado has several parts. A "Ski free, stay free" deal was launched in early November that advertised buying two days of lodging and skiing and getting the third day free. Vail Economic Development Manager Kelli McDonald said Vail Mountain has already reported a 7 percent increase in bookings since the deal began. Another part uses e-mail, Internet and print and broadcast ads to target current and former buyers of Vail ski passes on the Front Range and East Coast. Vail Resorts is sending "e-mail blasts" to potential skiers and heavily marketing the upcoming Vail Snow Daze events as part of the promotion. The third part, a new Web site launched last Wednesday showcases a variety of lodging, restaurant and shopping deals from local businesses who have agreed to be part of the campaign.
The new Vail All The Love campaign provides substantial savings on lodging from more than 50 lodging properties, as well as savings on Vail Snowsports School lessons, mountain dining venues, and Adventure Ridge activities. More that 65 participating restaurants, bars, shops, spas and services throughout the Town of Vail are also providing exclusive offers to consumers carrying the Vail All the Love card. Guests who did not receive the mailing with the Vail All the Love card can obtain the card from their lodging property once they book an overnight stay.
"The Vail community has worked hard to understand the needs of the Front Range audience, particularly given the current challenges of the economy", said Kelli McDonald, Vail Economic Development Manager. "With the Vail All the Love promotion, we are reaching out to the Front Range with flexible promotions that are easy to take advantage of and make getting to Vail and enjoying our world class facilities appreciably easier".
Participating businesses can be clearly identified through a unique Vail All The Love decal in their store front.
The promotion is launching during what Billy Suarez, owner and manager of Billy’s Island Grill in Lionshead, called one of the slowest post-Thanksgiving weeks he’s seen. "We wanted to make sure we participated in this campaign", he said to Vail Daily. "And we want to let people know we’re willing to give a little to get people to come out". Many lodges are reporting slow bookings, and some hope the discounted rates combined with good snow will get the phones ringing.