Daily Camera

Page 1

182500 Account: 04/29/2012 Date: Pub Num: CO­D30­SUN B8 Section/Page: 1 / 2 Page Count:

Daily Camera Circulation: 30038 DMA: Denver, CO

City: Boulder State: CO

vs^s

vS

VaiTs status as summer destination on the rise For instance when Iindsey Vonn came back to Vail in early

By Scott N Miller Vail Daily

the

VAIL — Vail may be on brink of becoming as popular in the summer as the winter

For just about as long as Vail has existed ifs been a summer weekend getaway for Front

to

Range visitors —if s easy get to cooler than Denver in August and room rates are pretty reasonable compared to winter

For just about as long peo ple who market Vail in the sum mer have tried to draw

flying

nation guests countries

Front

Range

guests are welcome always but the people who fly in gener ally stay longer and spend more

Luring those guests has al ways been tricky primarily be cause of money Just a few TV or radio ads in a major media market would quickly drain vir tually any summer marketing

session

that

included

one of Brazil s top young ski has

to help bring a U S Customs fa

turned into a feature story in Brazil s top teen magazine That in turn will turn into at least a few Daddy I want to go

cility to the Eagle County Re

racers

That

invitation

to Vail too conversations in upscale Brazilian households Vail Mountain Marketing Di rector Adam Sutner a member

of the local marketing district board said the group did some thing a bit similar for the Mexi can market The district pur

chased a back page ad in a new food and travel magazine in that country which said essen

That s why the Vail Local Marketing District this year has some different plans to at tract those visitors making the best possible use of its money summer mar

keting is using the Internet to reach as many people as possi ble In other cases though there s some serious sideways thinking going on

gional Airport That will create an enor

mous ability to attract charter

flights from those countries Slifer said

While direct summer flights from Chicago or particularly Miami aren t on the schedule this summer Sutner said he ex

pects those flights to return in coming years Beyond the drive to draw in ternational visitors in the sum

winter you ll love it in the sum

mer the marketing district is also using new ways to tap into the minds of people who might want to fly in from Chicago or

mer

New York

tially

If you love Vail in the

The district then bought an extra 2 000 copies of the maga zine and distributed it to Mexi

can guests in Vail this past ski

budget

In some cases

Rock

desti

— people

in from out of state or from oth

er

March she hosted a SM Girls

or Brazil are likely to fly into Denver at the moment market ing district chairwoman Beth Slifer said that group is work ing with Eagle County officials

season

Vail ought to be a natural

These

days

Vail

Resorts

grabs video footage of virtually everything that goes on in the valley That video is put on the company s website Facebook page and other social media

Sutner

channels of course but the vid eos are also likely to turn up in ads on say The New York

Ifs a three and a half hour

Times website And that Sutn

flight it s a place you know you re welcome and a place

er said can be very effective Vail plays better in video Sutner said It really portrays the brand

summer vacation spot for the

Mexico City market said

you re likely to run into some of your countrymen Sutner said While visitors from Mexico

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Daily Camera Circulation: 30038 DMA: Denver, CO

Vail

City: Boulder State: CO

182500 Account: 04/29/2012 Date: Pub Num: CO­D30­SUN B8 Section/Page: 2 / 2 Page Count:

Dominique Taylor | The

Yasser Montes left helps his son Yasser Montes Jr 3 right try on a watch at the Moose s Caboose Jewelry and Trading Co

in Vail Village on Aug 5 2011 The family is part of a growing number of Mexican tourists vacationing in Vail this summer

© Copyright All Rights Reserved. Unlicensed Reproduction, Sale or Republication Prohibited.

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