HomeMy WebLinkAbout2010SavortheSeasonRevisedMarketingPlanVAIL CHAMBER & BUSINESS ASSOCIATION
SAVOR THE SEASON
November 28h – December 17th, 2010
MARKETING PLAN
MISSION STATEMENT
The mission of the Vail Chamber & Business Association is to responsibly and professionally serve in an advocacy, economic development, and communication capacity for the Vail merchant
community that will foster collaborative relationships and revenue development opportunities for its membership.
OBJECTIVE
“Savor the Season” is designed to entice guests, visitors, second homeowners, locals and families from neighboring communities to linger in Vail after skiing, or travel in to Vail for
the evening to take advantage of the great restaurant and bar specials. We encourage all restaurants and bars to put together a special promotion; whether it’s a complimentary appetizer,
a set menu, % discounts, early or late dining, 2 for 1’s, free glass of wine with dinner, complimentary dessert etc. We would also like restaurants to offer a holiday cocktail and hope
that our bartenders will be creative in concocting something special for the holiday season!
TARGET MARKET
Valley-wide locals and families, as well as second homeowners and visiting guests.
STRATEGIES
Advertising-Vail and Summit Daily, Vail Mountaineer and Eagle Valley Enterprise, TV8, Plum TV, NRC Broadcasting and KZYR
Vail All the Love
Special Events calendar
Lodging partner websites
VCBA website and weekly news updates
Posters distributed valley-wide
TOV sandwich boards
Inclusion in Holidays in Vail advertising
SPONSORS
Town of Vail and the VCBA
We will pursue product sponsors as well as media sponsors
PROJECTED DEMOGRAPHICS OF EVENT ATTENDEES AND SPENDING
Demographics include Vail Valley locals and their families, second homeowners, guests in town and visitors passing through.
page 2-“Savor the Season” marketing plan cont’d.
POTENTIAL BENEFITS TO THE TOWN OF VAIL
Traditionally, between Thanksgiving and Christmas the town is a bit slow. This is a great opportunity to attract people to town with the special dining offers. Hopefully, they will
come to dine, but stay to shop and participate in all the activities Vail has to offer and be a more frequent visitor during the season.
TOWN OF VAIL RETURN ON INVESTMENT
The intent of this event is to attract visitors and locals valley-wide to dine in Vail in the slower weeks leading up to the busy holiday season. The VCBA believes this positive promotion
will have an impact on the business community and Town of Vail sales tax revenue.
BOARD OF DIRECTORS
Lourdes Ferzacca, La Tour, President
Steve Rosenthal, Colorado Footwear, Vice President
Ron Weinstein, Roxy, Secretary/Treasurer
Craig Cohn, Solaris Real Estate
Brian Nolan, Vail Chophouse
Bill Suarez, Billy’s Island Grill
Susie Tjossem, Colorado Ski Museum
Joe Walker, Specialty Sports Venture
Paul Wible, FirstBank of Vail