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HomeMy WebLinkAbout07. VCBA Strategy and Tactics Final ProofVailRetreatVail Community Hospitality Program-VCBA Strategy and Tactics Vision Create a Community Culture of Mountain Hospitality-Like Nothing on Earth Today’s Situation Today’s travelers have more competitive resorts going after our high valued traveler than ever before Increased pressure from new IKON pass and from new resorts offered on the EPIC pass Service standards at competing resorts are catching up and in some cases may have surpassed Vail’s service standards NPS scores show opportunity to improve How Did We Get Here? Perceived loss of value proposition for our guests Increased property values, room rates and localized accelerated inflation Time and geography have created varying guest service experiences through the Vail business community Perceived loss of value proposition for our employees Housing and economic pressures have reduced employee enthusiasm for delivering extraordinary service The focus has shifted to driving revenue at the expense of our employee/community culture Goals Our Goal: To Create a Community Culture of Mountain Hospitality - Like Nothing on Earth Create a sustainable and consistent component-based service training platform Create a sustainable employee engagement and retention platform that builds a strong foundation of local culture This Vail community program will align Vail Mountain, Town of Vail and independent businesses Objectives Empower employees and businesses to consistently offer premier levels of service and knowledge through our unique brand of Mountain Hospitality once the guest arrives On-boarding, retention and sharing of valuable and knowledgeable 2nd and 3rd year employees To instill an employee mantra and foundation of “I am a Vail ambassador no matter where I am” Create a cohesive guest experience across our community (Mountain and Town) To re-establish Vail as The Premier Mountain Community we need to offer the best and most creative hospitality in the industry Available Options Option 1: Continue with the Status Quo Option 2: Empower our entire workforce to act like a Vail concierge at all touch-points, creating one voice and a more vibrant culture of Mountain Hospitality - Like Nothing on Earth Year 1 Offer 3 pronged hospitality culture-based training consisting of Mountain and Town knowledge and overall service. Vail community and cultural tour (Build upon current VCBA programming) Vail Mountain education and safety training Classroom and/or web-based motivational/service component/certification Employee benefit program offered by participating businesses Offer Recognition/Prizes and Celebrate High Achievers Season kick off and wrap up events Integrate program materials into all participating business’ training Utilize Vail Resorts NPS scores to measure service level growth over the winter and VLMD CSI surveys over the summer Year 2 Utilize Year 1 program alumni to staff wandering “Surprise and Delight” teams, carrying skis and answering questions (Paid or benefited positions) Portable Information Stations that provide real-time information and that promote Vail as a great place visit and work. Build on Welcome Center efforts by taking the communications mobile. Integrate the Vail App through mobile staff tablets/smart pads Create a communication (Text, FB, Group Chat) network for direct communication to/between all alumni and participants Add in advanced programming and recognition/benefits for year 1 Alumni. The more a participant puts into the program, the more tiers of benefits they will unlock Further engage businesses to offer specials and other perks to enhance reward system and increase their exposure Year 3 Add training and recognition programs for continuing/advanced knowledge (Increase perks and recognition) Create job and housing sharing network (Partner with community entities) Create a sustainable funding/growth mechanism to include potential expansion to other business employees who touch our Vail community and guests Insights from Focus Groups “I just want my staff to really “know” Vail, to embrace it and give that feeling and information out to our guests.” “Pride in living and working here has been something that has been lost over the years.” “We need to create a sense of community ownership and really make our employees feel like locals from day one.” “Let’s consolidate the communication from Vail Resorts and the Town of Vail. Let’s make it Community Communication”. “Let’s resurrect our Vail Culture. Bring back that sense of community pride for Vail within our newest employees. Embrace stuff, like the highway, and show that’s not what we are all about.” “Nightlife needs to be enhanced. Bring some of the fun back.” “A standardized training program and certification with benefits could really develop a sense of pride and tap into more community active engagement.” Summary The VCBA is in a unique position to oversee this hospitality service program through cooperation, collaboration and communication between Vail Resorts, Town of Vail and the business community. The program will create a sustainable culture of inclusiveness from on-boarding new employees to retention of 2nd and 3rd year staff through empowerment and recognition. Community Mountain Hospitality-Like Nothing on Earth