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HomeMy WebLinkAbout04. DRAFT VLMD Brand Identity Resident and Past Visitor Survey PURPOSE: The Vail Local Marketing District (VLMD) is developing a comprehensive destination brand with the goal of uniting the community and promoting the town in a relevant and differentiated manner in order to attract visitors year-round, across all seasons. Current Vail destination logo (Figure 1.0): Figure 1.0 As part of this effort, we invite you to complete the following survey to evaluate potential NEW logo options against the indicated criteria included in this survey for reference. 2 SURVEY QUESTIONNAIRE: Q# QUESTION SURVEY DESIGN/LOGIC Respondent information 1 Are you a resident or past visitor of the Town of Vail or the surrounding area? A. Full-time resident (11+ months per year) B. Part -time resident C. Past resident D. Past visitor E. Have not visited, but would consider F. None of the above A. Do not show Q3,4,5 B. Do not show Q3,4,5 C. Do not show Q3,4,5 D. Do not show Q2 E. Do not show Q2,3, 4 F. Terminate the survey 2 How long have/had you been a resident in the area? A. Less than 2 years B. 2 -5 years C. 6 -10 ye a rs D. 11-20 years E. More than 20 years 3 When was your last visit to Vail? 3 A. This year (2024) B. Last year (2023) C. Over 5 years ago 4 How many visits have you made to Vail? A. One visit B. 2-5 visits C. 5-10 visits D. 10 or more visits 5 Have you visited any of the other mountain destinations below? Select all that apply. A. Aspen, Colorado B. Snowmass, Colorado C. Breckenridge, Colorado D. Telluride, Colorado E. Jackson Hole, Montana F. Park City, Utah G. Sun Valley, Idaho H. Whistler, Canada Ensure multiple answers can be selected. 6 What is your age? A. Under 18 B. 18-34 C. 35-49 D. 50 -64 E. 65+ If possible, program survey to ensure age can be analyzed residents vs. past visitors 7 How would you describe your gender? If possible, program survey to ensure gender can be 4 A. Male B. Female C. Non-binary D. Prefer to self -describe E. Prefer to not answer analyzed residents vs. past visitors 8 What is your annual household income? A. Under $50,000 B. $50,000 -$99,999 C. $100,000--$199,999 D. $200,000 -$299,000 E. $300,000 -$399,999 F. $400,000 or more If possible, program survey to ensure income can be analyzed residents vs. past visitors Logo Evaluation The logo options are the outcome of a brand development process the Vail Local Marketing District is leading and take into co nsideration the following factors: ● Reflects key criteria for the Vail destination brand that has been developed as part of the branding initiative. Further described below for reference. ● Is differentiated / unique compared to the logos of destinations considered to be a competitor to Vail in attracting visitors. Key Criteria: The new Vail logo design should reflect the following qualities compared to the current Discover Vail logo: ● More Youthful ● More Rebellious ● More Evolving (i.e. sense of being dynamic) 5 ● More Authentic The new Vail logo design should also express the following personality traits established for the Vail destination brand (i.e . If Vail was a person, these would be the personality traits it would have): ● Passionate ● Charming ● Inspiring ● Memorable 9 Based on the stated qualities and personality traits, which of the following logo options do you believe is most aligned with them? A. Logo 1 B. Logo 2 C. Logo 3 D. None of the above Show logo visuals. Ensure on this survey page the respondent has the qualities and personality traits to refer back to. 10 Please provide an explanation for your selection in the previous question. Open response Logo Uniqueness 11 Referring to the provided image, please rate how unique you believe this logo option is compared to the logos of competitor destinations. A. Very unique B. Somewhat unique C. Neutral D. Not unique Show image of logo 1 with competitor logos 12 Referring to the provided image, please rate how unique you believe this logo option is compared to the logos of competitor destinations. Show image of logo 2 with competitor logos 6 A. Very unique B. Somewhat unique C. Neutral D. Not unique 13 Referring to the provided image, please rate how unique you believe this logo option is compared to the logos of competitor destinations. A. Very unique B. Somewhat unique C. Neutral D. Not unique Show image of logo 3 with competitor logos Colour Palette Evaluation As part of creating a new brand that reflects a year -round destination, a colour palette that would be used in marketing materials and signage will be developed. The following represents a possible colour palette being considered. 14 Please indicate which colour you believe best aligns with representing Vail as a year -round destination. Select all that apply . Ensure multiple answers can be selected. 7 A. Pink B. Oranges C. Blues D. Yellow E. Greens F. All of the above 15 Please explain your preference for the colour(s) you selected. Open response question General 16 Are there any other comments you would like to provide based on what you have seen in this survey? Open response question