RTP Case Study: Vail Resorts, Inc. eCommerce

Background:
Vail Resorts, Inc. (VRI) owns five major ski areas in Colorado and California and a variety of lodging properties, sporting goods outlets and technology enterprises. Each of the resorts operates under an umbrella of their own individual branding, marketing and strategy. In March 2001 each of the resorts Vice Presidents of Marketing determined their existing websites lacked the eCommerce impact required to sell their comprehensive, individual experiences. The premier URL, snow.com, was to be redesigned as a direct marketing tool for corporate VRI and would remain a portal for the brands.

System Challenges:

1. Each resort had its own activities and experience that had to be wrapped in a web site that allowed users to move seamlessly through each of the VRI properties.
2. Each resort required full eCommerce support for lift tickets, loyalty programs, sweepstakes, email sign-ups, vacation packages and lodging.
3. All five websites and all associated eCommerce needs had to be launched by the beginning of August to take advantage of the primary booking period for winter vacations (Labor Day through Thanksgiving).

Solution  Highlights:

1. RTP delivered a comprehensive eCommerce solution that seamlessly ties in with VRI's ResortPOS infrastructure to market and sell VRI products.
2. RTP delivered a custom set of content tools that enables management of information including copy, photos, snow reports, online specials and front-page news.
3. Each marketing department now has full control over their guests’ online experience. They are able to respond to inquiries, book vacations, sell products, and deliver a timely message in response to snowfall, distressed inventory and much more.
4. Each of VRI's four web sites offer a common navigation, hierarchy of information, and eCommerce experience, while preserving the distinct messaging of each resort, such as intuitive navigation, hierarchy of information and a compelling web experience.

Guest Experience Results:

1. Guests have access to a common eCommerce-enabled starting point to explore VRI's products and services.
2. The navigation and information presentation has a common, intuitive feel among the various web sites.
3. Guests can compare products and services offered by each resort and instantly make immediate reservations decisions.