The downward spiral of the U.S. economy is beginning to be felt in the Colorado ski mountain communities. Estimates for the holiday bookings in Vail, Colorado place the decline somewhere between 9% and 20%.
So, Vail has decided on an unprecedented move. For the first time, the world-renowned town will use $500,000 from its reserve funds and spend it on winter advertising. This is in addition to the $1 million in marketing invested by Vail Resorts.
The campaign will promote Sunday concerts so skiers can avoid traffic back home and it will consist of deals for those skiers who are Vail pass holders. Deals will include spa visits, restaurant promotions and lodging discounts. All aimed at the Front Range skier, who has not always felt welcomed at the trendy resort town see EPIC in all ways.
But Vail is not the only ski resort area targeting the day skiers – Front Range marketing this season has become the battle cry for most ski communities in Colorado. Cooper Mountain, Arapahoe Basin and Loveland Ski Area each are offering deals aimed at the frequent day skier.
With all these great deals, let’s hope the snow falls as hard as has the market.