Last week in this space, we introduced the concept of “One Valley” as our chamber of commerce effort.
We’ve long been the regional chamber of commerce, dating back to the official merger of the Vail Valley Chamber of Commerce and the Vail Valley Tourism & Convention Bureau.
Why “One Valley”? What’s the point?
Business, community, destination: we are one valley.
To be clear, we are not changing our name. The “One Valley” program is, at its core, a communications platform for us to use in promote the economic vitality of the entire Eagle River Valley. Those doing business in the Vail Valley or business owners with multiple business locations might be aware that there are currently at least eight business groups/merchant associations/chambers of commerce plus Vail Valley Partnership on a regional level. Each group, from Vail to Gypsum, does a great job of representing their members at the municipal level. We work closely with each of the local based business groups, giving them access to a bigger organization and a regional effort.
Each of these business groups has an important role to play. And Vail Valley Partnership fits a different niche for the business community and the community at large. The Partnership continues to work with each of these groups to promote the entire destination as a tourism destination and a place to do business. From educational programming to cost savings programs, from regional economic development programs to working with statewide programs and overseeing regional programs such as the Eagle Air Alliance, we take a regional approach.
From a business standpoint, we are one valley.
Regardless of our geographic or municipal location in the Eagle River Valley, we are one valley. People might live in Eagle and work at the airport in Gypsum. Second homeowners in Edwards attend events in Vail. Minturn and Red Cliff residents work in Beaver Creek. Avon residents get their car serviced in EagleVail. You see where this is leading: we are one valley, completely dependent on each other for our sense of community and our mutual success.
From a community standpoint, we are one valley.
This is true for locals and is elevated even more for destination visitors. There is zero differentiation in a guest’s mind from their plane landing in Gypsum to stopping for lunch at Moe’s BBQ in Eagle on their way to their lodging property in Avon while they ski at Beaver Creek and go to dinner in Vail. They come to (fill in the appropriate name here: Vail/Beaver Creek/Avon/Vail Valley) for their vacation. They don’t tell their friends on Facebook about their Gypsum/Eagle/Avon/Edwards/Vail/Beaver Creek vacation.
From a tourism standpoint, we are one valley.
As a membership based organization dedicated to the continued economic development efforts in Eagle County, we will be using the One Valley concept to add even more benefits to our business members, our community at large and our destination visitors.
Specifically, our member businesses will see added value via the One Valley effort. We will be educating the community on the value in buying local via monthly full-page advertisements in the Vail Daily, spotlighting our member businesses throughout the valley. We will be spotlighting our members more directly on our websites with complete business listings and web links featuring special offers encouraging people to shop local and encouraging visitors to support local businesses. Our members will also be promoted directly to group and meeting planners and we’ll send our member businesses a monthly list of leisure guests who have opted in to receive information to help them plan their vacations.
We’ll be distributing “One Valley” window stickers to Vail Valley Partnership members in early January, allowing businesses to show their support for shopping local and showing destination guests that participating businesses support local business efforts.
As the Partnership continues to focus on big, regional efforts to benefit the entire valley, we’ll continue to work with the various business groups on joint membership opportunities and other efforts via the Vail Valley Merchant Alliance program.
One Valley is the core of our business community, our local community and our tourism efforts. It’s an important effort and we’re looking forward to leading the charge into 2013 to support local business and economic development via collaboration.
We’re in the midst of our member renewal efforts. If you don’t receive your renewal information this week, you are probably not a member. We invite all businesses in the area to join the Partnership – both for the tangible benefits we offer to our members via programs such as One Valley and for the intangible benefits of supporting our regional economic development efforts.
What can your business do to help? If you benefit from shopping local and recognize that we are One Valley, get off the sidelines and join the Partnership.