HomeMy WebLinkAboutVAIL_GuestExperienceCollab_100119_CouncilUpdateVAIL
GUEST EXPERIENCE INITIATIVE
Summer Update 9/3/19
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PROGRESS UPDATE
1.Early Season Guest Experience
•Thanksgiving Week Reimagined
•Vail Après
2.Community Guest Service Training
•Content & Curriculum
3.Employee Engagement
•Programming Calendar
3
PROGRESS UPDATE
1.Early Season Guest Experience
•Thanksgiving Week Reimagined
•Vail Après
2.Community Guest Service Training
•Content & Curriculum
3.Employee Engagement
•Programming Calendar
4
APPENDIX
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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 Valley Partnership
•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
2.Leadership development forums
Component Details TOV Budget (CY19) Vail Mtn. Budget (CY19)
Program Lead & Education Coordinator $10,000 -
Content coordination & packaging $5,000 $55,000 value
Training logistics & Incidentals $5,000 -
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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 – 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
2.Employee appreciation benefits package, including recognition model
3.Cross-season retention strategy
Component Details TOV Budget (CY19) Vail Mtn. Budget (CY19)
Employee Engagement Production & Planning $10,000 -
Event Hosting & Expenses $4,000 -
Retention Outreach & Execution $5,000 -
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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 experience and grow Destination guest and Local loyalty, by
re-imagining the early-season and introducing Vail traditions.
Program Components:
1.Vail’s competitive position in the early-season with a significant capital investment
in snowmaking supported by a robust marketing campaign
2.Develop and launch a new daily tradition
3.Elevate Thanksgiving week guest experience with incremental activations
Component Details TOV Budget (CY19) Vail Mtn. Budget (CY19)
New Vail Tradition (Daily) TBD TBD
Event Production Planning & Execution $100,000 TBD
Guest Satisfaction Measurement (Intercept) $15,000 -
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PROGRAM CONCEPT – GUEST EXPERIENCE (NEW TRADITION)
Summary:
Celebrating Vail’s European alpine heritage by developing an ownable
resort experience, which differentiates Vail amongst its competitors, and
also enhances the village core and economy.
Concept:
At 3 PM each day, the villages and mountain come together to celebrate
the legacy of Vail. The clock towers in the villages chime, bells ring across
the mountain and in the village symbolizing the beginning of an activated
Après experience.
Timing:
•11/15/19 – 4/19/20 (156 Days)
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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 Après”
THANKSGIVING
REIMAGINED
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BUDGETARY CONSIDERATIONS
COMMUNTY GUEST
EXPERIENCE TRAINING
•Program Development
•Feedback Measurement Tool
TOTAL
EMPLOYEE ENGAGEMENT
•Planning & Hosting
•Employee Programming
TOV CY 2019
Nov-Dec
$20,000
$19,000
$115,000
EARLY-SEASON
GUEST EXPERIENCE
•Thanksgiving Re-Imagined
•A New Vail Tradition
$154,000
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NEXT STEPS TIMELINE
19/20 Season Start
Concept Alignment Program Parameters
Curriculum Development (Phase 1)
Community Launch (Phase 1) Feedback & Assessment PHASE 1
PHASE 2
Curriculum Development (Phase 2)
Community Launch (Phase 2)
Feedback & Assessment
20/21 Season Start