And this news just might be the final blow 'slam dunk' that Vail Resorts aka RockResorts deals to rivals Aspen Ski Corp.
Be bolder.
That's the marketing creed of Vail, Colorado.
Historically, the privately owned resort of Aspen, Colorado has held to the presentation of more luxurious amenities, unique experience, uncrowded by design. With the highest price point in the nation as a statement of worth.
Vail decided to focus on luxurious amenities and a lot of them, unique experiences including year-round and international and crowded by popularity. A few years back increasing the focus to building a lot more infrastructure and focusing on bringing in permanent draws rather than events and gimmicks. They then moved forward once all that was in place and did 'the unthinkable'.
They snubbed Aspen with their 'Be Bolder' marketing plan. Had the audacity to raise their price points higher.
It was a bold move that worked. Vail is now attractive to family venues, variety of offerings within lifestyle and varied age groups. And the infrastructure cannot be beat. $30 million + profit last year with 2011-2012 season headed higher than that. This year alone, Vail will put out over $90 million in infrastructure upgrades, according to this article in the Vail Daily.
Aspen is our home and how we earn our living, most of us. The most beautiful resort in the world and some of the finest service and amenities. Locals love Aspen.
We simply wish the privately held Aspen were better business people. We do have to make a living wage or even just make some kind of living so that we can stay here.
Congratulations to Vail Resorts for having crowded ski slopes because they excel at man-made snow. Smart regional locals will refuse to pay this way too high price tag by purchasing seasonal and early.
(Read the article? Click title. Comment to discuss)
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