A relatively simple question, and at the same time a question whose answer will likely raise many not-so-simple questions. Do your customers – or potential customers – think of your business the way you want them to think about you? If no, what do you do about that?
The question of “what do your customers think about you” was a discussion topic at a recent Vail Valley Partnership ambassador meeting. Our ambassador group meets once a month & they are active VVP members in the community. The Partnership keeps these good folks updated on a variety of our events & new initiatives so they can help us spread the word about our programs to the community at large. Our discussion focused on what VVP members think of our organization.
When you think of the Vail Valley Partnership-the Chamber & Tourism Bureau, what do you think of? You might think of one of the following:
• the 20+ networking events we host annually?
• the 8+ educational programs we host annually?
• the marketing benefits including the new lead-share program?
• our social media and web platform available to members?
• our numerous cost-savings programs?
• the variety of new member media benefits?
• the VailonSale.com website providing last minute lodging deals to destination guests?
• our publications including the Visit Vail Valley-Official Visitors Guide, Vail Valley Wedding Guide, Vail Valley Volunteer Guide or Vail Valley Green Guide (produced in conjunction with the Eagle Valley Alliance for Sustainability)?
• our signature programs such as the Certified Vendor Program, Lodging Quality Assurance Program, Platinum Service Program or the Non-Profit Network?
• our new collaborative programs including the Vail Valley Merchant Alliance, the Vail Valley Volunteer Connection or the Vail Valley Sports & Event Coalition?
• some of you even probably think we’re the Vail Valley Foundation (love that organization, by the way)
• our group sales efforts that bring in over 13,000 room nights of group meetings & participatory sporting events every year?
• our leisure sales efforts that bring in over 10,000 room nights each year?
These were all mentioned in the discussion with our ambassadors. Wrap it all up, and we’re keeping busy. But we don’t want the Vail Valley business community to think of us in any of the ways listed above. Don’t take that the wrong way – we are proud of each and every one of those efforts and each and every one of those results, and we will continue to work hard to bring more guests to the Vail Valley and to continue to provide benefits to our member businesses.
That said, when someone says “Vail Valley Partnership”, we want the community to think of the regional organization that promotes our destination & provides the resources for businesses to succeed. At the end of the day, that’s our role – a role we relish, a role we work hard at and a role we continue to try to improve at.
So don’t sit on the sideline. Your businesses membership in the Vail Valley Partnership helps us achieve each of the above. At the end of the day, it’s a small price to pay to help us promote the destination to thousands of destination visitors and to help our local businesses work together through the events and marketing channels we offer.
As always, I encourage all member businesses to get engaged with the Partnership and to contact us with any suggestions you may have to help us better serve you. Call us at (970) 476-1000 or stop by our offices in Avon at Traer Creek Plaza to share your feedback.