ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

Eagle County Colorado is not an easy place to live much less

conduct business Business owners and managers must be very

adaptive and entrepreneurial to survive the extreme conditions of

this special place

Weather terrain altitude and remoteness all present business

challenges and higher costs But the toughest challenge may be

trying to balance a 12-month business cycle with the extreme

seasonality of the tourism based economy that may bring as much as

70 of a companyrsquos annual income in the first two months of the

year

To help mitigate this the Economic Council of Eagle County an

initiative of Vail Valley Partnership commissioned a community

branding project to develop a strong business brand to attract and

retain businesses in this unique area of the country

PROGRAM SUMMARY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting

enclosures

1 VVP ED Branding

RFQ

2 Vail Valley

Partnership

Strategic Brand

Development

Eagle County Colorado is not an easy place to live much less

conduct business Business owners and managers must be very

adaptive and entrepreneurial to survive the extreme conditions of

this special place

Weather terrain altitude and remoteness all present business

challenges and higher costs But the toughest challenge may be

trying to balance a 12-month business cycle with the extreme

seasonality of the tourism based economy that may bring as much as

70 of a companyrsquos annual income in the first two months of the

year

To help mitigate this the Economic Council of Eagle County an

initiative of Vail Valley Partnership commissioned a community

branding project to develop a strong business brand to attract and

retain businesses in this unique area of the country

PROGRAM SUMMARY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting

enclosures

1 VVP ED Branding

RFQ

2 Vail Valley

Partnership

Strategic Brand

Development

Attraction and retention of businesses throughout Eagle County

has long been an issue in Eagle County the 2008 recession and

economic downturn helped us realize that our dependence upon

one industry sector (tourism) was not conducive to a healthy

economy

Tourism produces value by creating an experience people want ndash

and brings new money into our system It is a blessing and yet it

brings its challenges

o Real estate costs high proportion of service sector jobs

limited job growth opportunities seasonal employment

underemployment system subject to catastrophic risks

(wildfiresnowfall etc)

NEEDS IDENTIFICATION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting

enclosure

1 Vail Valley

Partnership Brand

Brief

Several specific issues in Eagle County make it difficult to grow business The

obvious hardships of geography terrain weather altitude access to and cost

of goods access to affordable and qualified workforce all make conducting

business here extremely challenging

Two other significant challenges make business success in the valley especially

hard First is the extreme seasonality of the tourism and visitor economy

driven primarily by winter activities The second is more insipid but equally

challenging And that is the reluctance of the community to get attached to

newcomers until they prove they are going to stay That emotional investment

from the community takes a number of years to earn In the meantime the

newcomer is often on hisher own to figure out how to survive and thrive in

this unique economy

NEEDS IDENTIFICATION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

The business branding program was one of many efforts

the Partnership is making to develop a healthy economy

in Eagle County and to position the Vail Valley as not

only a great vacation destination but as a great location

for business opportunities amp career growth

The overarching goal of the project is to develop a cross-

community brand that respects individual community

identities while unifying the business brand message in

Eagle County The findings from this work help to

implement more successful brand messaging marketing

and operational strategies for all the entities engaged in

economic development throughout the County

PROGRAM OBJECTIVE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting

enclosures

1 VVP Brand

Executive

Summary

1 VVP Business

Brand

Stakeholder

Presentation

The business branding program was one of many efforts

the Partnership is making to develop a healthy economy

in Eagle County and to position the Vail Valley as not

only a great vacation destination but as a great location

for business opportunities amp career growth

The overarching goal of the project is to develop a cross-

community brand that respects individual community

identities while unifying the business brand message in

Eagle County The findings from this work help to

implement more successful brand messaging marketing

and operational strategies for all the entities engaged in

economic development throughout the County

PROGRAM OBJECTIVE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting

enclosures

1 VVP Brand

Executive

Summary

1 VVP Business

Brand

Stakeholder

Presentation

Raise Eagle Countyrsquos profile as a viable

place to build successful business and

career opportunities through specific

coordinated marketing efforts tied back

to a strong business brand

In short to promote the long-term

economic health of Eagle County and

solidify an economic base that is strong

diverse and resilient

1 Retain and expand

current businesses

2 Recruit new businesses

PROGRAM OBJECTIVE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting enclosures

1 Eagle County Economic Development Plan 2013

1 Eagle County Economic Development Plan 2016

The Brand Planning methodology is

designed to answer these key

questions

What is the nature of the brand

What does the brand stand for

Who falls in love with it

What is their brand connection

How can we foster that connection

How can communication improve the

overall health of the Eagle County

economy

METHODOLOGY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting enclosures

1 Vail Valley Partnership Strategic Brand

Development

1 VVP Brand Executive Summary

Our agency conducted extensive secondary and

primary research into the business brand

dynamics of Eagle County The study included

extensive online and offline review on-site visits

insight groups

personal and telephone interviews conversations

with locals and visitors and field ethnography in

several communities throughout the County

Nine focus groups were hosted (60+

participants) in communities throughout our

service region

METHODOLOGY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See brand summary

for complete details

METHODOLOGY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

COMMUNICATIONS NEW WEBSITE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting enclosure VVP Brand Digital Brief

COMMUNICATIONS NEW WEBSITE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting enclosure VVP Brand Digital Brief

COMMUNICATIONS SUCCESS STORIES

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

Vail Valley Economic Development Success Stories

See supporting enclosure VVP Brand Digital Brief

COMMUNICATIONS BLOG

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

See supporting enclosure VVP Brand Digital Brief

COMMUNICATIONS VISITORS GUIDE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

COMMUNICATIONS VIDEO

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

View the video

httpswwwyoutubecomwatchv=TW_cUJD5mu8amplist=PLMviViA6pKBiUsg0VZpt

JdzRlwB0eEaq0ampindex=3

COMMUNICATIONS VIDEO

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

View the video

httpswwwyoutubecomwatchv=TW_cUJD5mu8amplist=PLMviViA6pKBiUsg0VZpt

JdzRlwB0eEaq0ampindex=3

COMMUNICATIONS VIDEO

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

View the video

httpswwwyoutubecomwatchv=Sx1AvXgnu54ampindex=5amplist=PLMviViA6pKBj

hxoYRVTLYURo4R5yZLIRx

COMMUNICATIONS NEWSPAPER COVERAGE

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

Vail Valley Means Business

httpwwwvaildailycomopinion15936519-113vail-daily-column-vail-

valley-means-business

Our individual communities strengthen the Vail Valley brand

httpwwwvaildailycomopinion16974290-113vail-daily-column-our-

individual-communities-strengthen-the

Economic development efforts continue

httpwwwvaildailycomopinion20825897-113vail-daily-column-

economic-development-efforts-continue

RESULTS KEY INSIGHTS amp STRATEGIES

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

Key Insights

1Success is measured in timehelliptime

is spent in the mountainshellipbeing in

the mountains is the real reward

2Doing business in the Vail Valley is

an endurance sport

3Wersquore all in this together

4Failure is having to leave the

mountains1 Position

2 Posas

Key Strategies

1Business recruitment attract

ldquomountainprenuersrdquo

2Business retention be the ldquobusiness

sherpardquo

3Growth build support systems to

help the mountainprenuers

4Enrichment foster unity unite the

Vail Valley1 Position

2 Posas

See supporting enclosures

1 Vail Valley Partnership Strategic Brand Development

2 VVP Brand Executive Summary

We have completed the following

1Developed complementary business-centric branding language to build on

existing tourism brand strengths to position Eagle County as not only a

premier vacation destination but as a place to do business

2Created success stories introducing successful entrepreneurs within the

community

3Included business-focused advertising and narrative in Visitors Guide

4Incorporated refined messages into local chamber and local government

websites and communications

5Built a new economic development website to incorporate and promote the

business brand httpVailValleyMeansBusinesscom

6Built new programs to fulfill the ldquobusiness sherpardquo brand promise 1 Position

2 Posas

EVALUATION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS IDENTIFIED TARGET AUDIENCE

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

Target Audience The Mountapreneur

This is a special type of entrepreneur one who is drawn to live in the mountains ndash

specifically the Vail Valley This personrsquos interests lie in the Tourism amp Recreation

Health amp Wellness andor Creative Industries This person has a unique set of

characteristics that make himher prepared to be successful here

bullDetermined ndash able to reach their goals despite many obstacles

bullSmart ndash does research assesses situations listens to experts gets smarter

bullClear-eyed ndash able to see things as they are and adapt

bullRisk-taker ndash willing to take risks to do what they love here

bullCollaborative ndash knows that keeping businesses healthy here is a team sport

See supporting enclosures

1 VVP Brand Digital Brief

2 Vail Valley Partnership Strategic Brand Development

RESULTS IDENTIFIED TARGET PROFILE

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

THE MOUNTAINPRENUER

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

RESULTS ESTABLISHED BRAND PERSONALITY

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

Brand personality The Business Sherpa

bull The best guide to business success in these mountains

bull Helps business executives prepare and train for conducting a successful

bull business here

bull Provides needed resources for these business executives to make it along

the way

bull Connects these climbers to others who can and will help each other make it

See supporting enclosures

1 VVP Brand Digital Brief

1 Vail Valley Partnership Brand Windows

THE MOUNTAINPRENUER

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

RESULTS ESTABLISHED BRAND PERSONALITY

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

Brand personality The Business Sherpa

bull The best guide to business success in these mountains

bull Helps business executives prepare and train for conducting a successful

bull business here

bull Provides needed resources for these business executives to make it along

the way

bull Connects these climbers to others who can and will help each other make it

See supporting enclosures

1 VVP Brand Digital Brief

1 Vail Valley Partnership Brand Windows

RESULTS ESTABLISHED BRAND PERSONALITY

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

Brand personality The Business Sherpa

bull The best guide to business success in these mountains

bull Helps business executives prepare and train for conducting a successful

bull business here

bull Provides needed resources for these business executives to make it along

the way

bull Connects these climbers to others who can and will help each other make it

See supporting enclosures

1 VVP Brand Digital Brief

1 Vail Valley Partnership Brand Windows

THE BUSINESS SHERPA

ACCE Chamber of the Year Application Economic

Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS NATIONAL RECOGNITION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS NATIONAL RECOGNITION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS NATIONAL RECOGNITION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

RESULTS THE BRAND PERSONALITY

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

RESULTS NATIONAL RECOGNITION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

RESULTS NATIONAL RECOGNITION

ACCE Chamber of the Year Application

Economic Development Building a Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand

ASSOCIATION OF CHAMBER

OF COMMERCE EXECUTIVES

Chamber of the Year Application

Vail Valley Partnership

Synopsis 2 Economic Development

Building a Community Business Brand