Vail seeks exposure at DNC
August 27, 2008
DENVER ” The Democratic National Convention press corps ” 15,000 journalists strong ” doesn’t have to look far for a reminder that this is ski country.
Around their necks, holding their credentials, are Vail Resorts lanyards emblazoned with each of the company’s resorts, including Vail and Beaver Creek. The company’s name also is printed on the credentials themselves.
The marketing is part of the Vail Resorts’ attempt to take advantage of the massive amount of attention that is focused on Denver and Colorado for the convention, which runs from Monday through Thursday.
“It’s an opportunity for us to showcase our state and tourism and our mountain resorts to a worldwide audience,” said Kelly Ladyga, a spokeswoman.
The company gave $500,000 to the Democratic convention to be a “green” sponsor. The money goes toward making the convention environmentally friendly.
The host committee has announced several green practices, including recycling, the availability of loaner bikes, reduced water consumption, local and organic food, and reusable water bottles.
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The lanyards are made of recycled soda cans, Ladyga said.
Vail Resorts isn’t making any contribution to next month’s Republican National Convention in Minneapolis, though, Ladyga said.
“We don’t have any operations in Minneapolis, and therefore we didn’t make a contribution there,” she said.
The ski company is based in Broomfield, which is between Denver and Boulder. It owns Vail, Beaver Creek, Keystone and Breckenridge in Colorado and Heavenly at Lake Tahoe.
Vail Resorts also had a presence at the media party on Saturday night at Elitch Gardens amusement park in Denver, where 17,000 were invited. The company set up a big snow globe and snapped photos of journalists inside it.
“It was an opportunity to talk to media from all over the world about our resorts, and expose more potential guests to our mountain resorts,” Ladyga said.
Perhaps the biggest marketing coup for Vail Resorts would be a freak snowstorm during Barack Obama’s acceptance speech at Invesco Field on Thursday.
“(Vail Resorts CEO) Rob (Katz) actually told the governor he hopes it snows on Thursday night,” Ladyga said.