1. Breckenridge: The Real Story

2. This is not a Brand...... at least on its face not particularly meaningful to the average cattle rustler. The Real Story

3. The WE brand belongs to Wild Eddie, the meanest hombre in the territory, who shoots rustlers on sight. This is relevant brand meaning to his target audience … cattle rustlers.

4. The Real Story 4 A brand is like a bucket. It collects all that is known about the product or place – its values, heritage, personality, leadership, look, ambition, customer experience, size and pricing. Heritage Values Customer Experience Personality

5. 10% - Above the Water Company Name Company Logo Advertising 90% below the Water Customer Experience Heritage Personality Culture Employee Attitudes Operational Competence Success Values Brand Visibility

6. A Few Great Brands The sum of: Who you are – heritage, values. What you do – mission, products. How you do it.– process, attitude, personality.

7. Disneyland Fun Safe Wholesome Entertaining Family Kids Las Vegas Great times Entertaining Abandon Exciting Fun Adults Speaking of Destination Brands

8. For the best brands the sum of its attributes equals... trust. Ideally...

9. Staying Focused Don’t confuse what we want with what they want.

10. Our Target Audience Primary: overnight destination o Families with children o Couples o Middle to high income o Groups/meetings Secondary: front range day visitors o Families with children o Couples o Middle to high income o Everyone else Revenue drivers: lodging, retail sales & tax revenue

11. Brand Strength Transcendent values – lifestyle, community. Efficiency – economies of scale. Customer guidance – seal of approval. Pricing – adds value. Permission to forgive – loyalty.

12. Our Branding Challenge 12 To develop a brand meaning that reflects: 1. the genuine assets of the community; 2. leverages the brand strengths of the resort; 3. establishes relevant differentiation from Vail Village, Copper, Park City, Steamboat, Aspen and the other near-by competitors.

13. Things to Consider Does the Breckenridge brand: Reflect who you really are? Resonate with your target customer? Establish competitive advantage? Leverage the Mountain brand?

14. What this is not: What this is:  Scientifically projectable  Representative sample  Rip and read guidance  Directionally useful  Creative insights  Things to evaluate and consider Qualitative Research: Directions to Consider

15. Teenagers Parents  Focus Group  6 Boys 13-16 years of age.  All avid skiers  All skied Breckenridge  Al stayed overnight in Breckenridge  8 one-on-one interviews  Children under 18  All avid skiers  All skied Breckenridge  All stayed overnight in Breckenridge  6 CO destination skiers within past three years Qualitative Research Who We Talked To

16. Teenagers Parents  Varied Terrain  Good layout – few flat spots (boarders)  Not crowded  Good food  Stuff to do  Simplicity of logistics  Varied terrain  Friendly people  Not crowded  Reasonable amenities: ski check, food, in-out  Fair prices  Ease of parking The “Ideal” Mountain: Positive Attributes

17. Teenagers Parents  Good food  Stuff to do  Not too fancy  Friendly  “Real”  Value of lodging  Variety restaurants, shops  Ease to get around  Walking  Close to slopes  A town center/hub  Ease of in and out  Original, family oriented The “Ideal” Town: Positive Attributes

18. Welcoming Unhurried Happy Informal International Variety Friendly Charming Original Quaint Real Town Soul Casual The “Ideal” Town: Words Associated with “Ideal”

19. Putting It Altogether Identify/update Target Audience Understand their “ideal” Understand your Brand Close the gap Deepen/Broaden Track changing “ideal”

20. To Prime the Pump Brand Activation Ideas Customer loyalty/referral programs -- Breckenridge Founders’ Club Employee random acts of kindness Social networking – Face book Town for All Seasons Summer stock theater Colorado history lectures/nature walks Winter carnival Sponsor summer sports competitions

21. Lake Tahoe Brand Activation Examples Theme: Step into the Blue Naming of streets in S. Lake Tahoe “Out of the Blue” newsletter Blue color palette of web and advertising Photo images reflect blue water and sky

22. California Brand Activation Examples Theme: Find Yourself Here Based on living the California lifestyle Advertising portrays relax, California attitude…”work is fun” Compilation CD of California Music Uses CA celebrities enjoying California lifestyle Consumer/trade events focused on California Food & Wine

23. San Diego Brand Activation Examples Theme: Happy Happens Based on sunshine equals happiness Orange and yellow color palette Images of smiles, joy, flowers, sunshine Happy holiday lodging packages

24. Robert M. Smith May 19, 2009