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Home My WebLink About8. Health and WellbeingHEALTH & WELL BEING DISCUSSION 2013 MAY -OCTOBER –POSITIONING For passionate mountain travelers,outdoor adventurers, and those who aspire to live life at its fullest, Vail is the preferred destination for whom the mountains represent an expression of physical and cultural vitality, well-being,and an aspirational sense of life at its best. Because of mother nature’s generosity, coupled with a community passion and spirit for living well, and the modern day leadership and commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Vail Like nothing on earth NEW VAIL BRAND FRAMEWORK MINDSET Participate/active Live life to fullest Engaged/connected Energetic/Vivacious Aspire MINDSET Rich experiences Heritage Vail’s Spirit Fine living Creative/Inspired Artistic Worldly/sophisticated Appreciation Aspire ACTIVITY Health/Wellness Relaxation Spa Medical Assets Healthy eating Service Beauty /Blue Sky Friends/family Connection Life Long Learning Vail Like nothing on earth ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains PHYSICAL VITALITY ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL VITALITY MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary Aspire VITALITY OF WELL BEING POSITIONING ANALYSIS (2013) •A leadership sensibility; Vail as a place of ‘rest and rejuvenation, a place differentiated by its spirit of living well and playing well that is differentiated from the myriad of competitive resorts •The idea Health & Wellbeing winds across the brand horizontally; all things (cultural, physical and well being) contribute to the larger idea •We don’t want guests to play back, ‘Oh, I go to Vail for Health and Wellbeing’, we want them to play back, ‘I go to Vail because I feel better and I live incredibly well when I’m there’….. Drivers of Destination Choice Colorado Drive Market Q9A What is the main reason you specifically chose (destination from Q8) for your summer vacation?(Please select one.) Q9B What is the second most important reason you specifically chose (destination from Q8) for your summer vacation?(Select all that apply.)5 2011 n=252 2013 n=251 Variety of outdoor recreation activities Good place to enjoy great outdoors with family Enjoyed a summer vacation there before Able to get a good deal there Able to tie this vacation in with another trip Own a home, condo, timeshare nearby Attend a summer festival/other event Enjoying the healthy experience provided N/A Friends or family live there Friends recommended destination Enjoyed a winter vacation there before Other reason Indicates a significant difference from previous wave at 90% CL 23% 22% 20% 11 6 6 9 12 9 18% 16% 10 7 5 9 10 8 6 10 25% 26% 18% 14% 10 8 5 5 5 16% 15% 11 6 6 12 11 4 7 4 4 4 Second Reason Main Reason 41% 38% 38% 18% 6% 10% 16% 14% 41% 41% 29% 18% 16% 13% 12% 12% 14% 15% 19% 12% 9% 9% 6% Drivers of Destination Choice Destination Travelers Q9A What is the main reason you specifically chose (destination from Q8) for your summer vacation?(Please select one.) Q9B What is the second most important reason you specifically chose (destination from Q8) for your summer vacation?(Select all that apply.)6 2011 n=249 2013 n=251 Variety of outdoor recreation activities Good place to enjoy great outdoors with family Friends or family live there Enjoyed a summer vacation there before Able to tie this vacation in with another trip Enjoying the healthy experience provided N/A Able to get a good deal there Friends recommended destination Enjoyed a winter vacation there before Attend a summer festival/other event Own a home, condo, timeshare nearby Other reason 24% 23% 8 15% 14% 12 7 6 6 11% 11% 21% 9% 15% 4 8 5 4 4 8 26% 24% 7 17% 11 11 9 8 6% 4 10% 11% 23% 12% 13% 4 4 4 4 6 6 3 Second Reason Main Reason Indicates a significant difference from previous wave at 90% CL 35% 34% 29% 24% 29% 16% 11% 36% 35% 30% 29% 24% 15% 13% 10% 6% 5% 14% 12% 13% 7% 5% 15% Resort Attribute Ratings Colorado Drive Market 7Q18 We would like you to rate (resort) on some specific characteristics. To do so, please indicate how much you agree or disagree with each statement about (resort). % "Top 2 Box"Colorado 1 = Completely Disagree to 7 = Completely Agree Vail Aspen The magnitude and beauty of this destination is extraordinary 62%76% Is an exceptional alpine environment with challenging hiking trails 60%65% The sheer beauty of the place is an inspiration to visitors 58%70% Accommodations there are world class 58%73% The golf courses are impeccably maintained 54%71% Is an ideal place to relax outdoors 53%54% Hosts festivals and events that celebrate summer 52%57% The culinary experience is superior at this destination 47%62% Takes action to care for the environment 43%53% Live entertainment -like music and dance -is excellent there 42%50% The environment feels worldly and cosmopolitan 42%54% The atmosphere at this destination is alive with energy 41%48% The destination provides fun and interesting activities for families to do together 41%40% The destination is a place that embraces healthy living 41%52% This destination lives up to the promises they make 40%48% This destination is a great place to be, year after year 39%40% Offers a complete vacation experience that is best in class 39%50% This destination is a place I like to be a part of 37%34% Events at this destination enhance my overall vacation experience 35%41% The destination offers an intimate, family friendly village experience 35%29% Outdoor recreation at this destination is like nowhere else 33%45% A place where you can truly have the experience of a lifetime 33%45% Arriving there is like leaving the world behind 31%40% Is a perfect place for a family vacation 31%27% At this destination, you are among a group who share the same passion for life 30%34% The destination has a culture that I want to take home with me 20%27% Is a place where you can be yourself with no pretentions 20%18% The town has a historic, authentic feel to it 19%40% When visiting the destination, I feel/live healthier than at home 17%28% This destination is a very good value for the money 10%10% Max Base (Ever Visited): (n=157)(n=141) Resort Attribute Ratings Destination Travelers 8 % "Top 2 Box"Out of Region 1 = Completely Disagree to 7 = Completely Agree Vail Aspen The magnitude and beauty of this destination is extraordinary 71%68% The sheer beauty of the place is an inspiration to visitors 68%75% Takes action to care for the environment 64%71% The destination is a place that embraces healthy living 58%61% Is an ideal place to relax outdoors 58%62% Is an exceptional alpine environment with challenging hiking trails 57%73% Accommodations there are world class 56%67% The destination provides fun and interesting activities for families to do together 54%49% The golf courses are impeccably maintained 51%61% The atmosphere at this destination is alive with energy 49%54% The destination offers an intimate, family friendly village experience 47%48% Hosts festivals and events that celebrate summer 47%62% The culinary experience is superior at this destination 46%61% This destination lives up to the promises they make 45%60% This destination is a place I like to be a part of 44%58% Live entertainment -like music and dance -is excellent there 44%48% Events at this destination enhance my overall vacation experience 42%51% This destination is a great place to be, year after year 42%48% Is a perfect place for a family vacation 41%37% When visiting the destination, I feel/live healthier than at home 41%41% At this destination, you are among a group who share the same passion for life 41%44% Arriving there is like leaving the world behind 41%43% The environment feels worldly and cosmopolitan 39%60% A place where you can truly have the experience of a lifetime 38%48% Offers a complete vacation experience that is best in class 38%52% Outdoor recreation at this destination is like nowhere else 35%47% The destination has a culture that I want to take home with me 32%35% The town has a historic, authentic feel to it 30%47% Is a place where you can be yourself with no pretentions 30%29% This destination is a very good value for the money 17%17% Max Base (Ever Visited): (n=100)(n=101) Q18 We would like you to rate (resort) on some specific characteristics. To do so, please indicate how much you agree or disagree with each statement about (resort). Correlation to Secure Customer Index Colorado Market 9 Hi g h e r Mi d d l e Lo w e r Correlation with SCI This destination is a place I like to be a part of 0.76 This destination is a great place to be, year after year 0.71 This destination lives up to the promises they make 0.66 Offers a complete vacation experience that is best in class 0.61 The destination offers an intimate, family friendly village experience 0.58 Events at this destination enhance my overall vacation experience 0.57 The destination provides fun and interesting activities for families to do together 0.57 At this destination, you are among a group who share the same passion for life 0.57 Arriving there is like leaving the world behind 0.56 A place where you can truly have the experience of a lifetime 0.56 The destination has a culture that I want to take home with me 0.56 Is a perfect place for a family vacation 0.55 The atmosphere at this destination is alive with energy 0.55 The destination is a place that embraces healthy living 0.52 Is an ideal place to relax outdoors 0.52 Takes action to care for the environment 0.50 Is a place where you can be yourself with no pretentions 0.50 Outdoor recreation at this destination is like nowhere else 0.48 This destination is a very good value for the money 0.48 The environment feels worldly and cosmopolitan 0.42 The golf courses are impeccably maintained 0.42 Hosts festivals and events that celebrate summer 0.42 The culinary experience is superior at this destination 0.41 When visiting the destination, I feel/live healthier than at home 0.41 Is an exceptional alpine environment with challenging hiking trails 0.41 Accommodations there are world class 0.39 The town has a historic, authentic feel to it 0.36 The sheer beauty of the place is an inspiration to visitors 0.35 Live entertainment -like music and dance -is excellent there 0.33 The magnitude and beauty of this destination is extraordinary 0.29 Correlation to Secure Customer Index Destination Travelers 10 Hi g h e r Mi d d l e Lo w e r Correlation with SCI This destination is a great place to be, year after year 0.75 Events at this destination enhance my overall vacation experience 0.75 Is a perfect place for a family vacation 0.72 Offers a complete vacation experience that is best in class 0.71 This destination is a place I like to be a part of 0.71 This destination lives up to the promises they make 0.70 Outdoor recreation at this destination is like nowhere else 0.68 At this destination, you are among a group who share the same passion for life 0.67 The atmosphere at this destination is alive with energy 0.66 The destination offers an intimate, family friendly village experience 0.65 Is a place where you can be yourself with no pretentions 0.65 The town has a historic, authentic feel to it 0.65 The destination is a place that embraces healthy living 0.64 The destination has a culture that I want to take home with me 0.63 The culinary experience is superior at this destination 0.63 This destination is a very good value for the money 0.62 The destination provides fun and interesting activities for families to do together 0.61 Arriving there is like leaving the world behind 0.61 Is an ideal place to relax outdoors 0.59 A place where you can truly have the experience of a lifetime 0.58 Live entertainment -like music and dance -is excellent there 0.58 Takes action to care for the environment 0.58 Is an exceptional alpine environment with challenging hiking trails 0.55 Hosts festivals and events that celebrate summer 0.55 When visiting the destination, I feel/live healthier than at home 0.53 Accommodations there are world class 0.48 The environment feels worldly and cosmopolitan 0.47 The magnitude and beauty of this destination is extraordinary 0.46 The sheer beauty of the place is an inspiration to visitors 0.45 The golf courses are impeccably maintained 0.30