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.
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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?
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A. This year (2024)
B. Last year (2023)
C. Over 5 years ago
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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
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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)
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● 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
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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.
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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