Driving Short-Term SalesWhile Building the Long-Term

Vail Brand

Stan ZemlerVail Town Manager

Chris JarnotVail Mountain Chief Operating Officer

Adam SutnerDirector of Sales and Marketing

Vail Mountain

Vail MountainWinter Learning

Overall Summary• Focused objectives: volume, mix, guest satisfaction• Led with ‘core’ Vail Brand• Kept Vail relevant and top of mind; pulsing strategy• Right person, right offer, right time

– NOT, deals, deals, deals• Consumers: reasons to make a decision• Fresh, never taken for granted, always asking for the order• Never “on sale”

Vail Mountain Winter Learning

Detailed Learnings• Focus on growing destination visitors as % of mix• Retain Front Range gains from 2008-2009• Improve relevance to consumers with new products

and new offerings• Guest satisfaction – total commitment• New media: digital, social, video

Vail Mountain Winter Learning

Vail Brand PositioningWinter

For passionate and dedicated skiers, Vail Mountainis the preferred ski resort for whom skiingrepresents an elemental expression of personalachievement and singularity of man against nature,or the Esprit d’ Corps of belonging to an elite club.

Because of mother nature’s generosity in snowand terrain, coupled with the vision inherent in thespirit of Vail’s founders and the modern daycommitment to excellence in all aspects ofoperation, Vail can credibly lay claim to being anexperience like nothing on earth.

Vail Like nothing on earth

Summer

For passionate mountain travelers and outdooradventurers, Vail in summer is the preferreddestination for those to whom the mountainsrepresent an elemental expression of physical,emotional and cultural vitality.

Because of mother nature’s generosity, coupledwith the unique passion inherent in the spirit ofVail’s founders and the modern day communitycommitment to excellence in all aspects, Vail cancredibly lay claim to being an experience likenothing on earth.

Vail Like nothing on earth

Lighthouse concept• Our goal: to develop the Vail brand as the clear

leadership brand in the year round resort business– A brand that shows the way and leads– A brand that shines consistently– A brand that shines insistently– A brand that consumers, undecided and looking for choices,

will navigate towards

Summer Marketing

Vail’s Leadership Proof

Summer Marketing

• New alignment with winter to create a year-round Vail brand• Vail 360 Programs for the Pursuit of Passions

– Ambassadors including Chris Carmichael, Ellen Miller, JennyPotter, Brad Ludden

– Summer Heart of Vail• Categorical commitment to highest level of guest service• A world-class infrastructure supporting and enabling the physical,

emotional and cultural pursuits of passions – physical facility gapsidentified

Vail’s Leadership Proof

Summer Marketing

• Economic Vitality– Special Events– Vail Recreation District Programs– Participatory Sports and Groups– Mountain Activities– Base Area central information centers– New properties – Solaris, Four Seasons, Ritz-Carlton

Summer 2010 Strategy• Leadership tone• Leverage winter brand for year-round success• World-class event platform• Vail 360 programs• Keep Vail relevant and top of mind• Right person, right offer, right time

Summer Marketing

Summer 2010 Strategy• Improve % of destination guests while retaining Front Range

guests• Reasons to make a decision• Fresh, never taken for granted, always asking for the order• Value message – But never “on sale”

– By strengthening the brand– Offering proofs– And supporting with competitive value

• Road to 50th Anniversary

Summer Marketing

Special Events

Special Events

Dave ChapinChairman Commission on Special Events

A Partnership with Marketing

Special Events

• Works hand-in-hand with marketing year-round• More than anything, Vail’s events offer further proof of

our leadership proposition– The whole is greater than the sum of the parts

• Brings brand to life by bringing activity and vitality tothe streets of Vail

• Contributes to Vail’s economic vitality, guestexperience and sense of community

New Events for 2010• Colorado Soul Festival: August 20 - 22• Vail Restaurant Month: September 20 – October 17

Special Events

Major, Summer Events Returning in2010• Teva Mountain Games: June 3 - 6• Vail Farmers’ Market and Art Show: 14 Sundays, June 20 –

September 19• BRAVO! Vail Valley Music Festival: June 25 – July 30• Vail America Days: Parade, Patriotic Concert and Fireworks on

July 4• Vail International Dance Festival: July 25 – August 10• Vail Jazz Festival: All summer long• Gourmet on Gore: Labor Day Weekend, September 4 – 6• Oktoberfest: LionsHead September 10 – 12 and Vail Village

September 17-19

Special Events

Participatory Sporting Tournaments• King of the Mountain Volleyball Tournament: June 18-

20• Vail Lacrosse Shootout: June 26 – July 4• Kick-It 3v3 Soccer Tournament: July 30 – August 1

Special Events

Vail Economic AdvisoryCouncil

Vail Economic Advisory Council

Rob LeVineGeneral Manager

Antlers at Vail Condominiums andConference Center

Thank YouQuestions