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HomeMy WebLinkAbout5.2014 Att B Vail Brand BackgroundTOV/CSE 2014 RFP ATTACHMENT B Vail Brand Background - Vail’s brand recognition primarily as a ski and snowboard destination in the winter - Evolution of the summer business - Evolution of the year round brand - Reference to high net promoter score, guest service aspect - Vitality both on-mountain and in-town Vail Brand Position – Winter For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and personal challenge, whether it’s the singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club. Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders, and the modern day commitment to excellence in all aspects of operation, Vail can credibly lay claim to being an experience like nothing on earth. Vail Brand Position – Summer For passionate mountain travelers and outdoor adventurers, and those who aspire to live life at its fullest, Vail is the preferred destination for those whom the mountains represent an elemental expression of physical and cultural vitality, well-being, and an aspirational sense of discovery and life at its best. Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders, and the modern da y community commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Tagline: Vail Like nothing on earth. Special Event – Producer Requirements The Commission on Special Events and the Vail Local Marketing District Advisory Council are searching for special event agencies to execute events in Vail that support both the winter and summer positions of the brand.