|  | Excerpt from: Do Business in Vail!
| | October 23, 2008 | | A glimpse at the upcoming ski season in Vail | Maybe we’ll get epic snow again this year and the sun will come out,
we’ll max out our bed base, the parking on the frontage roads will
remain a “problem,” the shops will be sold out and bereft of goods and
the restaurants will need a loaves and fishes miracle to feed the
masses.
Or, maybe the trend data, warnings from the experts and
fear in the consumer segment are real and we’re really not all that
insulated from the dire reality of those living beyond the borders of
Happy Valley. I honestly don’t know. What I do know is that smart
business owners should prepare — for the next 12 months at least — for
leaner times.
How? First, take a close look at your business.
Are expenses under control? Can you purchase better? Are you marketing
consistently to your target audience in appropriate traditional and
interactive media? Are your PR efforts regular and newsworthy? Is your
service level making brand missionaries of your customers and clients?
Are your sales promotions unique, exciting and effective? Look to the
basics for answers before you try anything radical. And don’t forget to
check in with your trade/industry associations for guidance on what
your peers are doing to cope.
Second, get some intelligence on
the salient issues. Attend the economic development meetings scheduled
nearby in the near future. Some good ones? “Resort Communities
Surviving the Economic Storm: A Symposium for Idea Exchange,” at the
Vilar Center (morning sessions) and the Park Hyatt Beaver Creek
(breakout sessions), today, Oct. 16, 8 a.m. to 4:30 p.m. At-the-door
registration is $25. Also, “Vail’s Competitive Edge: Addressing the
Dynamics of an Evolving Economy,” Vail Town Council Chambers, Oct 21
from 10 — 11:30 a.m. Free admission.
Then, get in touch with the
Vail Valley Partnership, or your local chamber or business association,
and be sure you’re taking advantage of your marketing, networking and
affinity/business savings benefits with each group.
Another
key component of surviving this storm is customer service quality. Make
sure yours is honed to perfection. Attend the partnership’s “View from
the Top” program Nov. 19 at the Vilar Center and see what you can do
immediately at low or no cost to keep your valuable customers, clients
and employees coming back for more. Also, remember to sign up for the
partnership’s “Destination Experience” Platinum Service Program so you
can validate your service quality with factual information.
Leverage
your assets, set your benchmarks and you’ll make it through. Bluebirds
and bunnies are on the horizon — just make sure you’re prepared to get
past the flying monkeys along the yellow brick road.
Famed
physicist Marie Curie observed that, “Nothing in life is to be feared,
it is only to be understood.” So gain an understanding of what’s going
on and configure your business to deal with it the best you are able.
When you’re doing all you can do, you’ll have the comfort of knowing
that you’re doing all you can do. When things get better, you’ll be way
ahead of the game.
Oh, and don’t forget, Amendment 47, the “Right to Work” amendment is still lurking out there. We urge you vote “Yes” on 47.
Partnership Event Update:
• Oct. 30: Nonprofit Educational Seminar, 8:30 —11:30 a.m., at Colorado Mountain College in Edwards.
•
Nov. 19: A View from the Top customer service seminar presented by
Carol Verret, nationally known resort service consultant and trainer, 8
—11 a.m. at the Vilar Center. This is a Vail Resorts Merchant Ski Pass
qualifying event. Call Ruth Carlson, 970- 477-4002, to reserve your
seats.
• Nov. 19: Business After Hours Mixer, 5 — 7 p.m. at the
Snow Sport Outreach Society office in Edwards. Free to Vail Valley
Partnership members.
Michael Kurz is President and CEO of the Vail Valley Partnership. | | |
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