A car can say a lot about a ski town
After years of driving Saabs, the city of Aspen's brass inked a deal in 2008 for its police and other officials to drive Toyota Highlander hybrid cruisers.
When the decision was made, Aspen patted itself on the back for its environmental ethos.
Over here in Vail, the powers that be are taking a different route.
Vail Resorts today announced a new four-year deal with Cadillac that makes the luxury American car company the Official Vehicle of Vail Resorts and means that Cadillacs will now be scattered around Vail Village and at big concert events the way Volvos used to be.
The Swedish auto manufacturer was the previous Official Vehicle. Cadillac Escalades, the enormous and some say “blingiest” of the big SUVs, will be used as courtesy cars and shuttles at various Vail Resorts and RockResorts hotel and lodging properties.
The Escalade is perhaps not the greenest choice, but it is hard to get tons of ski gear and people into a Toyota Prius. And it should be noted that the Escalade does come in a hybrid version, which still only gets about 20 mpg in the city. Still, that’s 50 percent better than a non-hybrid Escalade. And there’s no denying Cadillac ties in well with the Vail Resorts luxury travel brand.
“Vail Resorts provides our guests a world-class experience and our brands are synonymous with luxury and sophistication,” said Heidi Kercher-Pratt, chief marketing officer of Vail Resorts. “Cadillac’s line of vehicles and iconic reputation is an impressive addition in our resorts.”
Here’s the official press release from Vail Resorts:
BROOMFIELD, Colo. (Feb. 15, 2011) – Vail Resorts, Inc. (NYSE: MTN) announced today a new four year exclusive partnership with Cadillac, a leading luxury automotive brand for more than a century. The partnership makes Cadillac the Official Vehicle of Vail Resorts world-class mountain resorts of Vail, Beaver Creek, Breckenridge, Keystone, Heavenly and Northstar-at-Tahoe. The partnership begins with the 2010-2011 season and continues through 2014.
All Vail Resorts will feature Cadillac vehicles in the resorts and Cadillac Escalades will be used as courtesy cars and shuttle services at select Vail Resorts and RockResorts lodging properties. Additionally, Cadillac will introduce ride and drive activities, demo drive services and product engagement opportunities for guests of Vail Resorts.
“Vail Resorts is thrilled to partner with Cadillac and showcase their vehicles at our resorts,” said Heidi Kercher-Pratt, chief marketing officer of Vail Resorts. “Vail Resorts provides our guests a world-class experience and our brands are synonymous with luxury and sophistication. Cadillac’s line of vehicles and iconic reputation is an impressive addition in our resorts.”
“Vail Resorts offers an opportunity to reach consumers in some of our key markets where luxury buyers live, play and work,” says Don Butler, vice president of Cadillac marketing. “Outside of the Cadillac Escalade, consumers may not be aware that the SRX and CTS both offer advanced all-wheel drive systems making them a great choice for your driving needs when visiting ski destinations.”
As part of the agreement, Cadillac will receive exclusive marketing and advertising rights as the “Official Vehicle of Vail Resorts” six world-class resorts. Cadillac will also be a key marketing partner of unique promotions and signature events of Vail Resorts including: Vail Snow Daze, Carni Vail, Spring Back to Vail, Vail Film Festival, Breckenridge Spring Massive, Beaver Creek Snow Shoe Adventure, Talons Challenge, Beaver Creek Master Chef Challenge, Beaver Creek Wine and Spirits Festival, Taste of Vail, Vail Holidaze, Vail America Days, World International Snow Sculpture Championships, Keystone Kidtopia, and Spring Loaded in Heavenly.
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