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HomeMy WebLinkAbout05. VAIL_GuestExperienceCollab_070519_VEACVAIL GUEST EXPERIENCE INITIATIVE July 9, 2019 2 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 3 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. 4 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 5 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 6 PROGRAM CONCEPT EMPLOYEE ENGAGEMENT EARLY -SEASON GUEST EXPERIENCE WORLD CLASS GUEST EXPERIENCE COMMUNITY GUEST SVC. TRAINING Participant Feedback Retention Rate 7 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 8 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 9 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 10 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 11 APPENDIX 12 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 13 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 14 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 15 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