HomeMy WebLinkAboutVLMD BRAND PLANNING RFQ 2014 FINALREQUEST FOR QUALIFICATIONS
FOR STRATEGIC BRAND PLANNING
Vail Local Marketing District
Vail is arguably the top ski resort in North America and an industry leader in quality, price and
volume. Few brands in any industry hold such a prominent position. While widely known for its
winter offerings, Vail is also the ideal summer mountain destination—a world-class resort set in
the relaxed, rugged environment of the Rocky Mountains complete with events and activities to
suit nearly any ability level or preference.
Opportunity
Vail has undergone significant redevelopment in the last few years, totaling more than $2 billion.
The majority of the properties have recently come on line, which represents significant change
for Vail’s future. The latest redevelopment occurred at a time when the economy took a major
downturn around the globe. Since then, there’s been an increased need to drive short-term
sales while still maintaining long-term brand leadership.
The Vail Local Marketing District is searching for strategic brand planning that will help Vail
capitalize on driving overnight visitation during need periods of May through October, 2014,
utilizing measurable, successful strategies and leveraging existing Vail assets, as well as
continuing to refine and deliver on enhancing the guests’ experience in Vail. The winning
candidate should expect to deliver a high level of service, be in attendance at monthly meetings,
find non-traditional solutions to traditional challenges and work collaboratively with the Vail Local
Marketing District Advisory Council, Town of Vail staff and other partner firms and demonstrate
the ability to be nimble, flexible, dedicated and results-oriented.
Marketing Vail
Marketing Vail in the non-ski months offers a unique opportunity. The Town of Vail (through the
Vail Local Marketing District) is responsible for marketing the destination during the
spring/summer/fall. The Vail ski area is owned and operated by Vail Resorts Inc. and as such
the company is responsible for marketing the destination during the ski season. Over the past
few years these two entities have worked closely to present Vail as a single brand and
destination year-round.
About the Vail Local Marketing District
The nine-member Vail Local Marketing District Advisory Council meets monthly at a local Vail
lodging property. This volunteer board is responsible for making recommendations to the Vail
Town Council, which serves as the Vail Local Marketing District Board, for summer and
shoulder season marketing programs funded by a 1.4 percent Vail lodging tax. More information
can be found on the Town of Vail web site at www.vailgov.com
Scope of work includes:
Connect Vail marketing to the brand positioning more effectively and bring what’s unique to
life more clearly and consistently in order to create separation from competition and
maintain leadership position in the industry
Continue collaboration on the year-round Vail brand with all of the stakeholders and deliver
tangible results, measurements and metrics
Maximize ROI on the marketing budget and capitalize on the energy coming out of the 50th
anniversary
Leverage research insights to identify brand creative strategies and architecture to grow
overnight visitation - domestically and internationally
Develop and lead brand creative strategy and messaging across all categories including
brand personality, brand truth, brand guidelines, brand style guide, brand voice and tone,
brand look and feel and creative development across all platforms.
The successful candidate will demonstrate the ability to:
Manage expenses to approved budgets
Demonstrate accountability and meet deadlines
Establish positive working relationships with all stakeholders
Keep planning and execution pace with the ever-changing tourism and travel industry
Be resourceful, nimble, flexible, dedicated and results-oriented
Bring creative solutions to the table
Budget not to exceed $90,000 all inclusive
2014 Vail Local Marketing District Budget: $2,800,000
$719,342
25.7%
$235,000
8.4%
$380,000
13.6% $570,000
20%
$92,000
3.3%
$105,000
3.8%
$70,158
2.5%
$49,000 2%
$7,500
0%
$110,0004% $342,000
12%
$120,000
4.3%
Destination
International
Front Range
Groups and Meetings
Public Relations
Photography/Video
Research
Web Site
Admin Misc
Branding
Professional Fees
Event Funding
Timeline & Process
Step 1: Candidates are asked to submit proposals containing the following items by
December 11 by 3:00 p.m. MST Please email to the following individual:
Town of Vail
Kelli McDonald, Economic Development Manager kmcdonald@vailgov.com
1) Background
A statement covering resources, expertise, client list (indicating any client conflicts)
and references. If a team is proposed, please also enclose their backgrounds.
2) Examples of previous work relevant to the travel industry. Detail specific case studies
that demonstrate abilities and results in these areas.
3) Approach to the scope of work previously outlined.
Step 2: Selection process:
-December 11 by 3:00 p.m. MST, RFQ deadline
-December 12 narrow field to maximum of 3
-December 19 at 8:30 a.m. presentation to Vail Local Marketing District Advisory
Council
-December 20, selection
Contact Information
Kelli McDonald
Economic Development Manager
Town of Vail
75 S. Frontage Road
Vail, CO 81657
970.479.2454
kmcdonald@vailgov.com