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Vail Brand Research Findings & Positioning Strategy Presentation - 02.06.2024 Final1Vail - Discovery & Brand Strategy Vail Research Findings & Positioning Strategy Feb 6, 2024 2Vail - Discovery & Brand Strategy TABLE OF CONTENTS 01Discovery Summary 02Brand Positioning Strategy 03Discussion & Next Steps 3Vail - Discovery & Brand Strategy Part 01 Discovery Summary 4Vail - Discovery & Brand Strategy DISCOVERY We gathered insights across 4 exercises: 01 Stewardship Stakeholder Engagement 02 VLMD Board Brand Workshop 04 Visitor & CommunitySurvey 03 Stakeholder Interviews & Focus Groups 5Vail - Discovery & Brand Strategy 01 Vail is an International Resort Destination 02 Residents are Passionate about Sustainability and Stewardship 03 Residents want Vail to be Inclusive and Accessible to Everyone 04 Vail is a Leader and Should Excel in Customer Service 05 Vail is a Village both Literally and Figuratively 06 Vail is a Year Round Destination and Community DISCOVERY Stewardship Stakeholder Engagement: Key Takeaways… 6Vail - Discovery & Brand Strategy DISCOVERY Brand Workshop: We want to be famous for… “Iconic, sought after year after year” “A feeling that you can’t put into words” “Where adventurers call home” “Euro Ambiance” “Our village is unlike anything else.” “Access to a variety of activities year-round” “An experience you’ll never forget” “World-class skiing” “Natural beauty” “Casual and accessible” 7Vail - Discovery & Brand Strategy DISCOVERY Brand Workshop: What should Vail strive to be? More Youthful More Rebellious More Evolving More Authentic 8Vail - Discovery & Brand Strategy DISCOVERY Stakeholder Interviews: What We Heard… “Our progress has been positive but we have been on cruise control for a decade” “We get successful people who want things to do with their families. We don’t make a big deal about celebrity” “Town of Vail is a community with great opportunity to redefine itself” “One of the biggest challenges is the dierentiation between Vail as a town & destination and Vail as a Resort” “I think the biggest dierentiator between us and other mountain resorts is the village and our European influence” “Life is but a dream was over the top “airy fairy” for locals” “We’re inclusive, we pride ourselves in terms of being an international destination” “Vail the town has to take over as the DMO” “Vail has a sense of place. The village is real, the community is real, the diversity of people” “We’re an international destination. We’re inclusive and welcoming. Who’s the fur community, who’s the fleece community. We are much lower key” 9Vail - Discovery & Brand Strategy DISCOVERY Focus Groups: 01 Is there enough funin the brand? What we heard… “We’re not fun enough for younger peeps.” “We need to show the mountain being full of live, dynamism.” “We need to be more authentic, scrappy, genuine.” “We need to get back to when everyone was a doer.” “We’re weird, quirky, with lots of charm.” 02 Are we restingon our laurels? What we heard… “We want Vail is back to #1” “We can’t be copying the other mountain resorts, geing mixed in with them, we have to stand on our own two feet.” “We need to be inventing instead of maintaining.” “The biggest fear is if the brand doesn’t progress, we won’t keep younger generations coming back.” 04 How can we speak to locals and visitors with one voice? What we heard… “People who sustain the culture at Vail, beating heart of the community.” “Everyone shares the same deep love and respect for the mountain (the mountain is the common denominator.” “Create a sense of connection through the mindset.” “Dial up the sense of pride, that this is where they call home.” 03 How we do address environmental stewardship? What we heard… “We need to clearly say what we believe and start doing it.” “Visitors need to participate, not just consume and leave. This is everyone’s mountain.” “Vail is one of the most beautiful places on earth, let’s protect it.” 10Vail - Discovery & Brand Strategy DISCOVERY Visitor & Community Survey: 1,787 participants AGE FT Resident PT Resident Area Resident Visitor <18 1%1%0%0% 18-34 19%9%12%9% 35-49 37%10%35%22% 50-64 27%41%33%35% 65+17%39%20%33% 11Vail - Brand Positioning Strategy Survey Results: Which aspects of Vail and the surrounding areas "experience" do you think are most important when considering Vail as a place to visit? DISCOVERY RESIDENTS VISITORS 50+VISITORS UNDER 50 12Vail - Discovery & Brand Strategy DISCOVERY Residents In your opinion, what does the Town of Vail do beer or dierent from other mountain destinations? 13Vail - Discovery & Brand Strategy DISCOVERY Visitors 50+ In your opinion, what does the Town of Vail do beer or dierent from other mountain destinations? 14Vail - Discovery & Brand Strategy DISCOVERY Visitors Under 50 In your opinion, what does the Town of Vail do beer or dierent from other mountain destinations? 15Vail - Discovery & Brand Strategy 01 Scenery 02 Skiing/Snowboarding 03 Climate/Weather 04 Outdoor Activities 05 Entertainment 06 Walkability DISCOVERY Vail’s Core Oering 16Vail - Discovery & Brand Strategy How can we speak to our Core Oering without sounding like every other mountain resort? The answer lies with defining Vail’s unique sense of place and the kind of emotional connection we want to create with our visitors. DISCOVERY 17Vail - Discovery & Brand Strategy DISCOVERY Residents What are the first words that come to mind when you think of the Town of Vail as a place for visitors? 18Vail - Discovery & Brand Strategy DISCOVERY Visitors 50+ What are the first words that come to mind when you think of the Town of Vail as a place for visitors? 19Vail - Discovery & Brand Strategy DISCOVERY Visitors Under 50 What are the first words that come to mind when you think of the Town of Vail as a place for visitors? 20Vail - Brand Positioning Strategy Community Survey: If the Town of Vail was a person, what words would you use to describe Vail to a potential visitor? DISCOVERY RESIDENTS VISITORS 50+VISITORS UNDER 50 21Vail - Discovery & Brand Strategy DISCOVERY Survey: Where is their common ground between residents and visitors? Beautiful Fun Charming Welcoming Fancy Magical Athletic Healthy RESIDENTS VISITORS 22Vail - Discovery & Brand Strategy Part 02 Brand Positioning Strategy 23Vail - Discovery & Brand Strategy What is a brand positioning strategy? BRAND POSITIONING STRATEGY 24Vail - Discovery & Brand Strategy It’s not a LOGO BRAND POSITIONING STRATEGY 25Vail - Discovery & Brand Strategy It’s not a LOGO It’s not a TAGLINE Think Different. BRAND POSITIONING STRATEGY 26Vail - Discovery & Brand Strategy It’s not a LOGO It’s not a TAGLINE Think Different. It’s a DIRECTION We give power to the people by making technology simple so they can change the world. BRAND POSITIONING STRATEGY 27Vail - Discovery & Brand Strategy BRAND POSITIONING STRATEGY We give power to the people by making technology simple so they can change the world. When you find us inside your computer, you can trust us to make your computer move faster. A personal moment of escape from a hectic life, between work and home. A symbol of prestige, made with scrupulous aention to detail to enable perfect precision. 28Vail - Discovery & Brand Strategy BRAND POSITIONING STRATEGY Simplicity Speed Moments Prestige 29Vail - Discovery & Brand Strategy How can we speak to our Core Oering without sounding like every other mountain resort? The answer lies with defining Vail’s unique sense of place and the kind of emotional connection we want to create with our visitors. DISCOVERY 30Vail– Discovery & Brand Strategy “Vail is all about delivering consistently amazing experiences and powerful memories to people.” BRAND WORKSHOP “A feeling you can’t put it into words.We want you to create core memories here.” BRAND WORKSHOP “One of the most beautiful places on earth, I can’t wait to get back to Vail.” FOCUS GROUP BRAND DIRECTIONWHAT WE HEARD Oer visitors powerful experiences they’ll remember forever. DESIRE Powerful Experiences MISSION Provide an escape from the ordinary through unique, powerful moments that make the impossible possible. TRAITS Charismatic, Imaginative, Idealistic, Insightful FEARS Repetition, Boring, Stagnation, Doubt, Ignorance 31Vail - Discovery & Brand Strategy POSITIONING STATEMENT We brought Vail to life and it brings us to life; more than just a mountain, it’s a place with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. Our positioning in a word: Connector Powerful 32Vail - Discovery & Brand Strategy BRAND DIRECTION How do we begin to define Vail’s look & feel? Sense of movement and discovery. Intergenerational connection. Awe-inspiring and vivid. 33Vail - Discovery & Brand Strategy Part 03 Discussion & Next Steps 34Vail - Discovery & Brand Strategy NEXT STEPS Feb 6 Feb 15 w/o Feb 26 March 21 April 2 w/o April 2 June TBD Town Council Meeting: Research Findings & Positioning Strategy VLMDAC Board Meeting: Brand Platform Community Focus Groups VLMDAC Board Meeting: Focus Group Summary + Refined Brand Platform Town Council Meeting: Final Brand Platform (strategy) Commence Brand Identity Development Town Council Meeting: Final Brand Book (inclusive of visual identity) PHASE 1 PHASE 2 PHASE 3 35Client Name – Project Name Let’s empoweryour place together. CONTACT resonanceaco.com info@resonanceco.com @resonanceco.com NEW YORK 175 Varick St., 6th Floor New York, NY 10014 +1 646 413 8887 VANCOUVER 1040 Hamilton St., Suite 306 Vancouver, BC V6B 2R9 +1 604 681 0804 MONTRÉAL 3500 St Jacques St. Montréal, QC H4C 1H2 +1 438 413 8887 SINGAPORE 46 Kim Yam Rd. #01-05/06/07 Singapore 239351 +65 8116 7444