Vail’s Green Approach To Profits,
Vacations & Saving Those Mountains!!
Vail Resorts retains a huge presence in Colorado’s Rocky Mountains, so when it makes a move in any direction, there is likely to be a ripple effect. Thankfully, this is one environmentally-conscious corporation that is working just as hard to preserve the environment it finds itself in as it does developing more leisure products that will appeal to your clients and put a little change in your pocket.
The company has honed a Ski Specialist program that has just celebrated its 10th anniversary and Vail pays travel agents a commission on every single component of its packages including airfare. One key component of the Ski Specialist program is the dedicated reservation desk for qualified agents, which sells vacation packages to all the resorts, giving agents the ability to book complete ski packages with one phone call.
Ski Specialist agents JF spoke to, advised novices to obtain a solid knowledge base and to participate in a Vail Resort fam trip to really know the product.
With an annual average of 346 inches of powder, more than 5,200 ski-able acres, expansive back bowls, 15 miles of recreation paths and surrounded by 350,000 acres of national forest, Vail is something of an American vacation treasure with enough options to cover spring, summer, winter and fall.
Modest Beginnings
Like many giants, Vail Resorts started out with one ski resort. Pretty quickly, the firm purchased Beaver Creek, and added Breckenridge and Keystone in 1996, while Heavenly in California and Nevada were purchased in 2002.
Today, Vail counts five ski resorts in its portfolio and this mountain segment includes lift tickets, ski and snowboard schools, dining, retail and rental businesses.
Vail Resorts Hospitality owns and/or manages a collection of luxury properties under the RockResorts brand, a number of hotels and condominiums located in proximity to its ski resorts, three destination resorts at Grand Teton National Park and six award-winning golf courses.
Says Pamela Smith of Ocean Summit Travel in Superior, Colorado, “We have a crossover where clients ski in the winter and travel to beach destinations or golf during the summer and fall; there is about a 20 - 25% overlap.”
At the same time, Vail’s real estate segment, Vail Resorts Development Company, identifies and evaluates potential growth areas in the resorts and implements the projects as well as develops, buys and sells real estate in and around its resort communities. One example of the latter is the Crystal Peak Lodge that will open this year and One Ski Hill Place, a RockResort that will open in 2010 both of which are in Breckenridge.
New this season is The Westin Riverfront Resort and Spa located at the base of Beaver Creek Mountain in Avon, Colorado. It is the centerpiece of the new Riverfront Village, in Avon. The nearly 300-room hotel is adjacent to the new Riverfront Express Gondola that will conveniently connect guests to the ski slopes of Beaver Creek Mountain.
Two years ago, Vail distinguished itself alongside two other major U.S. companies when it converted all that wind power whipping around those majestic mountains into energy to move not just ski lifts and snow-making equipment but to support five mountain resorts (Vail, Beaver Creek, Breckenridge, Keystone and Heavenly), its 4,000 lodging units including RockResorts and Grand Teton Lodge Company, all of its 125 retail locations (operated through Specialty Sports Venture) and its corporate headquarters in Broomfield, Colorado.
Vail takes its stewardship of the spectacular environment it finds itself in very seriously. “We have both an obligation and an opportunity to protect the spectacular iconic settings in which our mountain resorts and hotel properties are located and therefore feel it important for our company to lead the travel industry in ground-breaking environmental programs.” says Bob Stinchcomb, Director of Sales, Vail Resorts Management Company.
Green Power Communities [GPC] are joining a phalanx of cities, towns and villages where local governments, businesses and residents collectively buy “green” power. Today, Vail Resorts is perched among the top 25 of those Green Partners as it derives 100% of its energy from green power, to fire up its entire plant.
“We don’t want to create environmental programs that force guests to change their behavior, we want them to know we are doing good,” says Stinchcomb. Guests will not see little notes on their nightstands saying you can save $10 if you don’t change your towels, “that behavior will come naturally to them,” he adds, “we want guests to enjoy their vacations knowing we have taken the appropriate measures to do the right thing in terms of the environment.”
Why Is This Important to Agents?
Because the world in which we live is of the utmost importance to your clients. They may be fussy, price-conscious individuals, but their concerns about the environment are trumping cost. According to a report from Sustainable Travel International (STI), as travelers become increasingly aware of the impacts of their travel choices, companies that respond to consumer demand for more responsible travel services are moving ahead of the curve.
TIA and National Geographic Traveler released results from a study that found most travelers know which travel companies practice sustainable tourism. The study also found that although most travelers are concerned with price and value, 60 million Americans would be willing to pay between five and 10 percent more to use a travel company that strives to protect and preserve the environment.
Says Ocean Summit Travel’s Smith, a Certified Ski Specialist, “[My clients] are concerned about the environment and gas prices. We’ve actually seen an increase in the number of guests that prefer to travel to Vail and Beaver Creek this year instead of Aspen and Telluride because of the added expense to travel to those destinations.”
The World Tourism Organization (WTO) says sustainable tourism is among one of the fastest growing segments of the travel industry. The WTO defines sustainable tourism as “tourism that leads to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems.”
Today, Vail Resorts is a member of the Green Power Leadership Club and a recipient of the 2006 Green Power Leadership Awards.This summer, Condé Nast Traveler recognized Vail as a winner of the magazine’s 2008 World Savers Awards in the category of environmental protection.
From Start to Finish
At press time, Vail was putting the finishing touches on its recent agreement with East West Resort Transportation Holdings, LLC, an affiliate of East West Partners, to acquire the resort ground transportation business, Colorado Mountain Express (CME), for total of $40.5 million.
“The acquisition of Colorado Mountain Express is perfectly aligned with our mission of providing exceptional experiences at our extraordinary resorts as it represents the first touch point with many of our guests when they arrive by air in Colorado. In addition, CME’s service provides guests the option to minimize the number of vehicles on I-70 as well as reduce the fuel used in ground transportation, both of which are critical goals for our company,” said Rob Katz, CEO for Vail Resorts.
CME offers ground transportation from both Denver International Airport and Eagle County Airport to Vail (locations in and around Vail, Beaver Creek, Avon and Edwards), Aspen (locations in and around Aspen and Snowmass) and Summit County (includes Keystone, Breckenridge, Copper Mountain, Frisco and Silverthorne). The company offers four primary types of service, including door-to-door shuttle business, point-to-point shuttle business with centralized drop-off at transportation hubs, private chartered vans and premier luxury charter vehicles. The vehicle fleet consists of approximately 250 vans and luxury SUVs.
Stinchcomb says the purchase gives Vail more control over the quality and the scope of the vacation experience it delivers. “This is an exciting time for us—we are responsible and able to effect the total ski vacation experience with this purchase whereas just 10 years ago we only controlled how well we groomed the slopes, sold lift tickets and delivered food and beverage on the mountains, but now we can touch the client from from the transfer to lodging to the skiing experience.”
Demystifying the Slopes
Vail’s business plans have been incremental to its success, but so has its awareness of the distribution channel travel agents provide. While Stinchcomb admits it would be difficult if not impossible to track the origin of every single booking throughout the Vail system, agents’ contribution to the company’s success cannot be underestimated.
“Our top producing travel agents sell to the top ski markets in the us: California, Texas, Illinois, the Southeast and Northeast. Fortunately, there are skiers throughout the entire US, so it mainly depends on the travel agent’s relationships with their own customer base,” he adds.
Olga Griffin, Manager of Travel Agent Programs at Vail says, “We have invested in this segment [the travel agent community] for the past 10 years. Our Ski Specialist program has been designed to encourage travel agents to sell more ski.” Vail’s program offers insight into the market, understanding of the products and destinations, along with what the skier seeks in a ski vacation.
Says Donna Jones, an agent with Jett Set Travel in Denton, Texas, “I became a specialist because I had very little knowledge about selling ski. I have accumulated many return clients each year with the ability to give them detailed information about the different areas offered by Vail Resorts.” As stated, Vail Resorts owns and operates the RockResorts hotel brand, many of which are located in the mountain west—from La Posada in Santa Fe, NM to Hotel Jerome in Aspen, Colorado as well as the signature hotels in Vail: The Arrabelle at Vail Square, and the Lodge at Vail.
Adds Stinchcomb, “We want agents to feel comfortable and knowledgeable with Vail Resorts, knowing this will lead to a higher confidence in selling ski.” And the approach seems to be working.
“I would suggest to any agents new to ski to take the specialist program and keep current with updates. The FAM trips are amazing and you will learn so much. The ability to sell with confidence and assurance is priceless,” says Jones, of Jett Set. “The knowledge I have brought to the table by working with Olga and her staff has planted a solid foundation with my clients, which, in turn, generates more customers,” adds Jones.
Says Stinchcomb, “When an agent calls in to Vail, they speak with a staff member who understands the agent’s position in the market, is extremely knowledgeable about the Vail product line, and can build a relationship with that Travel Agent.”
The bottom line: relationships build business. And if you happen to be a ski resort, that relationship extends to the environment, so the next generation can one day feel the ecstasy of snow on their cheeks as they shwoosh down a well-tended slope or snowshoe amid towering pine trees.
For information on the Ski Specialist program, contact Olga Griffin, OGriffin@vailresorts.com; or visit www.SkiSpecialistsOnline.com
For information on Vail Resorts, visit www.snow.com
Holidays with Vail
Vail Resorts announced the “Holidays on Us” ultimate lodging deal for the 2008-2009 season that provides guests with a free night of lodging on the six most popular holidays during the winter season – Thanksgiving Day, Christmas Day, New Year’s Day, Martin Luther King Day, President’s Day and Easter Sunday – when they purchase four consecutive holiday nights of lodging. The package is restricted Dec. 27-30, must be booked by Oct. 15, 2008 and the guest must stay five consecutive nights to receive the holiday night free.
The “Holidays on Us” package is also valid at Vail Resorts’ managed condominiums, townhouses and other properties at Vail, Beaver Creek, Breckenridge and Keystone, as well as the Company’s RockResort properties, including the Snake River Lodge & Spa in Jackson Hole, Wyo., Hotel Jerome in Aspen, La Posada de Santa Fe Resort & Spa in New Mexico and the beachside resort of The Landings St. Lucia in the West Indies, among others. For a complete listing of participating properties, visit www.rockresorts.com, www.keystoneresort.com, www.vbcrp.com, www.breckenridgehospitality.com.
Prices start as low as $169 per person for a Thanksgiving “Holidays on Us” five-night package at Keystone’s Forest condominiums based on quad occupancy. Stay at Breckenridge Mountain Lodge for $218 per person; at The Pines Lodge, A RockResort, in Beaver Creek for $309 per person; or the Lodge at Vail, A RockResort, for $458 per person; all based on double occupancy for five nights. Other restrictions apply.
Call 800-239-9290 or visit www.HolidaysOnUs.com
Book Skiers Early for the First Snow,
for the Best Deals and Commissions
By Maria Lisella
JF spoke with Ski.com’s director of travel agency development, Kelly Wallace to ask about trends she might be spotting among skiers. The good news is that the ski market remains steady as Ski.com reports that sales for the 2008/2009 are on par last year. And according to other sources even aging baby boomers still head for the slopes and well-groomed trails.
JF: Ski.com offers great early booking incentives, are agents and clients responding to these offers?
Ski.com: The biggest trend we’ve spotted over the years is that people are booking early. In addition to locking in an air price and benefiting from early-booking specials offering things like free nights and free lift tickets, travelers are able to secure their first choices for dates, air schedules and lodging. The latter is especially beneficial for the popular December, Presidents Day week and Spring Break travel periods.
JF: Western Canada will soon be in the spotlight in 2010; anything relevant for our readers?
Ski.com: In preparation for the 2010 Olympic Games, Whistler Blackcomb has built a Peak 2 Peak gondola connecting the peak of Whistler with the peak of Blackcomb. Breaking multiple world records (including the longest unsupported lift span in the world at 1.88 miles and the highest lift of its kind at 1,361 feet), this new gondola is connecting two major mountains for a combined 8,171 of skiable acres. Ski.com will also be giving away a trip to be a part of the first Peak 2 Peak gondola. We have a landing page at http://ski.com/peak2peak
JF: Can travel agents profit from ski bookings?
Ski.com: Absolutely. Just over 50% of our business comes from travel agents, so we do everything we can to make sure our packages are easy to book and profitable for them. Travel agents earn commission on things like lodging, lift tickets, ground transfers, vehicle rental, travel insurance and sometimes air.
JF: How do agents become a specialist in booking ski?
Ski.com: They don’t have to be specialists because we are. We work with travel agents to help them gather appropriate information from their clients such as dates of travel, ages of children and interests. Our Ski.com Mountain Vacation Specialist can then provide quotes for complete ski vacation packages that matches their interests and budget.
JF: How can Ski.com's staffers help agents to better match the client with the slope and resort?
Ski.com: We provide travel agents the proper questions to ask their clients so that we can arm ourselves with the information needed to properly choose the resort(s) that best suits them. We are also close to finishing a travel agent section on Ski.com (the button is found in the upper right of the home page). This area will include resources for travel agents such as FAQs and a how-to guide to easily book profitable ski trips. We also offer travel agents a Web site sans branding or a call to action specifically for their clients. www.skitravelagents.com
JF: Anything of note for skier-clients from Ski.com?
Ski.com: Yes, the Epic Season Pass [see details in sidebar] gives clients unrestricted (no blackout dates), unlimited access to Vail, Beaver Creek, Breckenridge, Keystone, Heavenly and A-Basin all season long. This allows them to ski or ride whenever they want, where they want and as often as they want. Combined with great deals on lodging from us, agents can organize more than one mountain vacation this year without breaking the bank.
JF: Any improvements in the resorts this year?
Ski.com: After a two-year hiatus, Jackson Hole is opening up a brand new tram and Ski.com is giving away a spot on the first one. http://ski.com/jhtram
Call 800-908-5000; for Spanish-speaking agent, 800-359-0747; www.ski.com
Epic Savings on Epic Pass-Book by Nov. 15
The Epic Season Pass is the only ski pass that offers unrestricted (no blackout dates), unlimited access to Vail, Beaver Creek, Breckenridge, Keystone, Heavenly and A-Basin
At only $109 more per person than a five-day lift ticket to Vail during December’s peak season, The Epic Season Pass allows you to ski or ride where you want, when you want and as often as you want. Take a trip to Vail or Beaver Creek over the December Holidays and then another to Heavenly or Summit County in February and use the same lift ticket. If you don’t want to ski a full day, don’t worry about it. Get out on the mountain for just an afternoon cruiser and then hit the hot tub guilt free. Clients with children will want to book unlimited skiing with The Epic Pass, from $579 - Kids 5-12 for $279. The only catch is that The Epic Season Pass must be purchased by November 15, 2008; the pass remains valid through April 15, 2009.
Call 800-299-0656; www.Ski.com
January 2008 feature
Colorado: Ski Board and Learn in January
Whether your clients have always wanted to learn to ski or ride, or just want to brush up on their downhill skill January in Colorado is Learn to Ski and Learn to Ride Month. Skiing and snowboarding are great exercise, a fantastic way to get outside during the winter months, and the mountains are nearly in your backyard. If clients have already tried skiing or boarding, take a lesson from a pro and get better quicker and then visit the other 99.9% of our terrain.
For safety tips, do visit www.coloradoski.com
With snow already falling in the high country, Colorado is gearing up for another great ski and snowboard season. To help your clients do the same, Colorado's 26 member resorts are offering seasonal deals from discounts on lift tickets and ski-and-stay packages to free skiing.
Colorado is a four-season destination offering world-class adventure and recreational pursuits, a thriving arts scene, a rich cultural heritage, flavorful cuisine, and 26 renowned ski resort areas. The state's breathtaking natural landscape boasts natural hot springs, thousands of lakes and rivers, 10 national parks and monuments, and 54 peaks that top 14,000 feet.
Home to several unusual recreational sports and experiences that can only be found in Colorado, the latest craze is “sledging,” a sport that was imported from New Zealand and combines surfing, rafting and swimming in Aspen (www.aspenseals.com). In Aspen/Snowmass (www.stayaspensnowmass.com), travelers can check out “zorbing,” another recreational sport from New Zealand, which involves strapping oneself into a specially-designed, inflatable transparent ball and rolling down hills at speeds of up to 25 miles per hour.
In Durango, try Soaring (www.soaringtreetopadventures.com), where travelers can zip from platform to platform, high above aspens and ponderosa pines on stainless steel cables. The only place in the U.S. to experience Soaring is Durango, and the only way to get to the attraction is the Durango Silverton Narrow-Gauge Railroad (www.durangotrain.com).
But for those families who want to schuss down the slopes together the following is a sampling of a few deals worth considering.
Kids Fly Free on United Airlines and American Airlines. Children ages 2-12 fly free through February 15, 2008 into Vail/Eagle County Regional Airport Airport with paid adults 18 years or older. Call 800-587-4560; www.snow.com/info/specials7.asp
Fly In, Ski Free at Beaver Creek. Beaver Creek's Fly In/Ski Free promotion offers travelers a free day of skiing when flying non-stop into Vail/Eagle County Regional Airport (EGE) starting November 16, 2007. Visitors who present a boarding pass and Beaver Creek lodging confirmation to any ticket window will receive a complimentary same-day lift ticket. Various airlines offer direct flights to EGE via Atlanta, Chicago, Cincinnati, Dallas/ Ft. Worth and Denver.
Call 888-830-SNOW; www.beavercreek.com
Ski Free, Stay Free in Breckenridge. Breckenridge is offering its popular Ski Free, Stay Free promotion. Skiers and snowboarders that stay and ski or ride for three nights will receive a free fourth night of lodging and lift tickets. Guests can save up to 25 percent with packages starting as low as $301 per person, based on double occupancy.
Call 800-GO-BRECK; www.breckenridge.com
Free Skiing at Copper Mountain. Skiers and riders who purchase lift tickets and three or more nights of lodging starting at $76 per person, per night, quad occupancy will receive a fourth night free and a day of Beeline Lift Tickets. Kids 12 and younger ski for free. Call 866-841-2481; www.coppercolorado.com
Half-Price Skiing at Powderhorn. The Inn at Wildewood, located at the Powderhorn Resort, is offering a special rate all season long starting at just $89 per night with no blackout periods. Guests will also receive half price lift tickets for each night's stay.
Call 970-268-5170; www.powderhorn.com
Early Season Deals in Durango. Ski and ride Purgatory at Durango Mountain Resort and take advantage of its early season deals. Call 800-982-6103; www.durangomountainresort.com
Lodging and Lifts Deal in Telluride. Telluride Mountain is offering a Lodging Plus Lift Ticket deal starting at $99.50 per day per person double occupancy. Call 800-778-8581; www.tellurideskiresort.com
For more information on Colorado, call 800-COLORADO; www.COLORADO.com; for more deals visit www.ski.com