1. Vail Resorts Marketing Project
Introduction
Jamie Golub
Ryan Bastan
Michelle Beehler

2. Agenda Background Focus Group Analysis Survey Analysis Recommendations
Questions

3. Background Primary goal:
To increase the market share of college students at Vail Resorts
To help foster lifelong customer loyalty
Multi-Step Research Plan
Step 1: Qualitative Research
Three focus groups were conducted with students on campus
Step 2: Quantitative Research
Survey was distributed online for students to complete
Procedures for the project
1. Focus Group
2. Survey
Change the objectives, either talk about perceptions, or go in the direction of market share
Focus was on passes then randomly mention some of the others- explain that the largest expense is passes (why focus)
Analyze high school senior discounts- only 30% before increase that number correlate to instate
Approach to research

4. Focus Group Analysis Price Peer Pressure
Here are some of the more important points that were discovered:
Price
One of the most important factors for college students
Peer Pressure
College students choose to ski where their friends ski
Lack of Information available around campus or online

5. Survey Analysis Largest Market Share Value
Here are some of the more important points that were discovered:
Largest Market Share
Vail Resorts holds a 64.2% of season pass holders
Value
More expensive pass, but still students favorite resort
Results

6. Recommendations Hire campus representatives to:
Promote/sell season passes during the first week of class (on campus)
Distribute advertisements throughout campus and the rest of Boulder
Promote and continue to advertise for Vail Resorts- get the word out

7. Create a website directed specifically for the college demographic
Recommendations
Create a website directed specifically for the college demographic
The website should include:
Events/Calendar
Promotions
Discounts
An area for students to register with Vail Resorts and therefore have the opportunity to:
Blog
Receive newsletters and s from Vail Resorts
Advertisement
Potential to network with other companies
This will create extra revenue for Vail Resorts
Suggestions Start
Web site for college students
Includes: Calendar of events
Weather
Discounts directed at them
Registration- obtain contact list for college students ( )
Ambassadors- blogging, relations on campus, facebook
Because have the market share need to find a way to address students so that gain more and won’t loose any

8. Recommendations Identify and promote to high school seniors
Research shows that:
50% of University of Boulder college students have lived in Colorado for 10 years or more
30% of students have purchased a season pass for 5 years or more
Therefore:
Need to capture the market share of high school seniors
Implement a program for high school seniors
Because peer pressure has so much to do with where another student purchases a pass, it is important to try and capture skiers who live in Colorado at an earlier age. Even before they get to college.
This will lead to more Colorado natives to purchase a Vail Season pass their freshman year of college
By capturing the market share of seniors who are in high school, Vail Resorts has a better chance of retaining these customers once they get to college.

9. Questions