Front Range marketing push will aim to bring business to Vail
April 10, 2009
Vail” A townwide marketing program that targeted Front Range business this winter will continue on into the summer season.
The program, Vail All the Love, offered deals and discounts from Vail Resorts, Vail lodges, restaurants and stores through e-mail blasts and on the program’s Web site. While final results have yet to be determined the town estimates that the campaign did boost business and get attention on the Front Range.
The campaign was organized to offset what was predicted to be a slow winter, and was the first time the town had put money toward winter marketing. The town contributed $550,000 toward the marketing push.
The Vail Local Marketing District Advisory Council voted to continue the efforts for the summer since the program worked so well over the winter, said Kelli McDonald, the town’s economic development manager.
“This had gotten so much awareness in the wintertime, and it had traction in the Front Range, so it made a lot of sense to continue it,” she said. “We surveyed businesses that had participated, and they were all in favor of continuing the program.”
Money for the summer portion will come from a 1.4 percent lodging tax collected over the ski season. This year the tax collected more than $2.7 million, which also goes toward other promotions and advertising summer events.
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The town will hold an event to kick off the summer program. The launch will be at 8 a.m. on May 13 at the Vail Cascade. Participating businesses will receive e-mail templates and All the Love logos to use with their promotions.
Staff Writer Melanie Wong can be reached at 970-748-2928 or firstname.lastname@example.org.