HomeMy WebLinkAbout05. VAIL_GuestExperienceCollab_070519_VEACVAIL
GUEST EXPERIENCE INITIATIVE
July 9, 2019
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TABLE OF CONTENTS
1.Purpose
2.Objective & Goals
3.Planning Approach
4.Program Concept
5.Budgetary Considerations
6.Timeline
7.Appendix
a)Partner Support & Ownership
b)Guest Training
c)Whistler Experience
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PURPOSE
On Feb. 5, 2019, the Vail Town Council directed the Vail Guest Experience Collaborative
Advisory Committee to proceed with the following Initiatives and Programming for Year
One 2019-2020:
1.Enhance Town of Vail/Vail Mountain Level of Service and Seamless Experience with the creation and
implementation of a customer service training program, embracing the foundational work by the Vail
Chamber & Business Assoc. and to be made available to all Town of Vail business license holders.
2.Bolster early winter season economy with the Re-Imagination of the Thanksgiving Holiday, both on-
and off-mountain guest experiences and tradition-activation.
3.Ensure broad community stakeholder input.
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OBJECTIVE & GOALS
OBJECTIVE: Provide a seamless and world-class guest experience for those in Vail.
GOALS:
1.Reimagine the Thanksgiving Week guest experience (11/22-31)
2.Implement a town-wide guest service program
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PLANNING APPROACH - METHODOLOGY
1.Knowledge Sharing
•Stakeholder interviews
•External resources
2.Feedback & Considerations
•Best Practices & Tools
•Ownership & Support
•Resource implications
3.Program Concepting
•Model build out
•Strategic planning
•Timing
•Vail Chamber & Business Assoc.
•Vail Mountain and Town of Vail HR
•Vail Mountain and Town of Vail Guest Service
•Whistler-Blackcomb Chamber visit to Vail
•Vail Economic Advisory Council
•Vail Mountain’s Legacy Circle
•Vail Local Marketing District Advisory Council
•Commission on Special Events
Intercept
Surveys
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PROGRAM CONCEPT
EMPLOYEE
ENGAGEMENT
EARLY -SEASON
GUEST
EXPERIENCE
WORLD CLASS
GUEST
EXPERIENCE
COMMUNITY
GUEST SVC.
TRAINING
Participant
Feedback
Retention
Rate
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PROGRAM CONCEPT – EMPLOYEE GUEST SERVICE TRAINING
Employee Training Goal:
Provide exceptional guest service, by educating and empower employees with
tools to enhance guest interactions.
Program Components:
1.Comprehensive training curriculum and schedule
•Eight (8) single-session training events
•Merchant & Operational Tours
•Post-session feedback & surveys (trainer, content, and format)
2.Leadership development forums
•Six (6) Leadership Coffee Talks
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PROGRAM CONCEPT – EMPLOYEE ENGAGEMENT
Employee Engagement Goal:
Strengthen the fabric of our community, and retain employees through
programs and experiences to engage with one another.
Program Components:
1.Employee engagement programming calendar
•Community and merchant education tours
•Robust employee recognition, engagement, and social experiences
•Aprox. Eight (~8) sessions to Learning Vail’s History
2.Employee appreciation benefits package, including recognition model
3.Cross-season retention strategy
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PROGRAM CONCEPT – 2019 SAMPLE TIMELINE
Guest Service
Training #1
10/30/19
Guest Service
Training #2
11/12/19
Leadership
Forum #1
11/15/19
Guest Service
Training #3
11/22/19
Leadership
Forum #2
12/9/19
Guest Service
Training #4
12/10/19
Learning Vails
History #1
10/29/19
Community &
Merchant Tour #1
10/30/19
Employee
Engagement
Kickoff
11/7/19
Learning Vails
History #2
11/11/19
Learning Vails
History #3
11/17/19
Learning Vails
History #4
12/5/19
Community &
Merchant Tour #2
12/11/19
Employee
Appreciation #1
12/12/19
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PROGRAM CONCEPT – GUEST EXPERIENCE
Guest Experience Goal:
Elevate the on/off-mountain experience and grow guest loyalty, by
re-imagining the early-season and Vail traditions.
Program Components:
1.Vail’s competitive position in the early-season with a significant capital investment
in snowmaking
2.Develop and launch a new daily tradition
3.Elevate Thanksgiving week guest experience with incremental activations
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APPENDIX
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PROGRAM CONCEPT – 2019 SAMPLE TIMELINE
Guest Service
Training #1
10/30/19
Guest Service
Training #2
11/12/19
Leadership
Forum #1
11/15/19
Guest Service
Training #3
11/22/19
Leadership
Forum #2
12/9/19
Guest Service
Training #4
12/10/19
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PROGRAM CONCEPT – 2019 SAMPLE TIMELINE
Guest Service
Training #1
10/30/19
Guest Service
Training #2
11/12/19
Leadership
Forum #1
11/15/19
Guest Service
Training #3
11/22/19
Leadership
Forum #2
12/9/19
Guest Service
Training #4
12/10/19
Learning Vails
History #1
10/29/19
Community &
Merchant Tour #1
10/30/19
Employee
Engagement
Kickoff
11/7/19
Learning Vails
History #2
11/11/19
Learning Vails
History #3
11/17/19
Learning Vails
History #4
12/5/19
Community &
Merchant Tour #2
12/11/19
Employee
Appreciation #1
12/12/19
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PROGRAM CONCEPT – 2019 SAMPLE TIMELINE
Guest Service
Training #1
10/30/19
Guest Service
Training #2
11/12/19
Leadership
Forum #1
11/15/19
Guest Service
Training #3
11/22/19
Leadership
Forum #2
12/9/19
Guest Service
Training #4
12/10/19
Learning Vails
History #1
10/29/19
Community &
Merchant Tour #1
10/30/19
Employee
Engagement
Kickoff
11/7/19
Learning Vails
History #2
11/11/19
Learning Vails
History #3
11/17/19
Learning Vails
History #4
12/5/19
Community &
Merchant Tour #2
12/11/19
Employee
Appreciation #1
12/12/19
VAIL’S NEW DAILY TRADITION – “Vail Apres”
THANKSGIVING
REIMAGINED
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PARTER SUPPORT & OWNERSHIP
EMPLOYEE
GUEST SERVICE TRAINING EMPLOYEE ENGAGEMENT GUEST EXPERIENCE
•Curriculum Development
•“Train the Trainer”
•Logistics & Planning
•Operational Standard
Training (TOV Employees)
TOV/VR
VR
TOV
VR
•Engagement Planning &
Calendar Development
•Merchant & Employee
Benefits Program
•Vails History Content
•Employee recognition
program
VCBA
VCBA
VCBA/VR
VCBA/VR
•Vail Strudel Approval
•Vail Strudel Execution
•Thanksgiving RFQ/RFP
Submission
•Vail Holidays Guidance
•Tree Lighting Scheduling
•Snowmaking Messaging
Strategy
•Guest Satisfaction
Measurement
TOV
VR
TOV/CSE
TOV
TOV
VR
TOV