SNOWMASS VILLAGE - Viceroy Snowmass' new director of sales and marketing already has a head start on his orientation. John Quigley is still familiarizing himself with the Viceroy company, but he knows Snowmass Village as a destination pretty well, having lived here for 25 years.
Quigley spent more than 20 years in a similar role at the Silvertree Hotel, Wildwood Lodge and Snowmass Conference Center, which are under new ownership and will open as the Westin Snowmass Resort and Wildwood Snowmass in November. Quigley says he hasn't taken up with the competition because the property he worked for no longer exists, but also that the new properties aren't his competition anyway - he'll be marketing to "the guest who hasn't been coming to Snowmass."
"Where we'll focus our efforts is not in Snowmass - it's Vail, Beaver Creek, Deer Valley," Quigley said. "The goal is to bring more people into Snowmass, to raise occupancy and awareness of the community."
Viceroy Snowmass is also in a "different competitive set" than other properties in Snowmass Village, Quigley said.
"We are mountain chic," said general manager Hugh Templeman. "It's not like any of the other hotels in town."
The opening of the Westin will creative positive messaging for Snowmass Village, Quigley said.
"When I was at the Silvertree, the buzz for Viceroy was good," he said. "It's going to open new markets."
Quigley will be messaging to a worldwide market to bring in new guests, as well as make the Viceroy approachable as a weekend getaway for locals.
"People come in for spa days ... friends for a weekend," Quigley said. "The honeymooners, local anniversaries ... you don't have to go to Denver."
Brian Mordecai, Viceroy group sales manager, said winter lunch patrons at poolside restaurant Nest can get their skis waxed while they eat, another thing locals might want to take advantage of.
Quigley pointed out that the Viceroy has been active with the rodeo and housed a company visiting for the Aspen Santa Fe Ballet. Something that stood out about Quigley for the new position was his community relationships, he said. He has been involved with the Aspen Historical Society, the Snowmass Marketing Board, Aspen Music School and Festival and numerous local arts organizations. His wife, Chris Nolen, served as president of the Aspen Chamber Resort Association for a time.
"As a culture, the company encourages that - for people to be engaged in the community," Quigley said. He said it's important to engage with local nonprofits, "because that's part of the fabric of why we live here."
Templeman said it was probably good that the original Viceroy staff came from outside Snowmass Village, because it "didn't try and do what others have done." Now the staff can learn from Quigley's experience.
"(Now) we've got a foundational person from the community," Templeman said.