HomeMy WebLinkAbout4.b. 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.