• May 26, 2009

The Vail Local Marketing District, which runs the town's summer marketing campaign, expects to collect $220,000 less than last year due to a slow winter season. The district is funded by a 1.4% lodging tax collected throughout the year.

In respond to the expected revenue shortfall, the committee cut the budget by $120,500. However, to avoid reducing any of the town's marketing programs, the cuts will come instead from funds usually set aside for emergency situations or unexpected marketing opportunities.

The committee hired Denver-based marketing firm Genesis, Inc. last year to "brand" Vail as a summer destination. A summer version of "Vail All the Love," which began last fall to boost winter business is planned. The program organized more than 50 lodges and 60 shops and restaurants to offer promotional deals.

The marketing campaign is aimed at visitors within driving range. The series of ads, mail invitations, email blasts and Web videos play up Vail's blue skies, family-friendly atmosphere, and food, music and arts festivals as a way to "get away from it all."--Tanya Irwin