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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
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
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 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=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 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
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
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 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=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 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
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
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 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=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 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
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
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 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=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 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
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 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=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 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
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 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=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 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
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 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=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 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
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 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=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 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
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 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=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 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
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=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 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
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=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 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
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=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 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
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=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 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
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 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
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 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
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 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 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 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
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 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 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 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 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 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
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 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 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
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
Recommended