The Annual Taste of Vail–
Elevate Your Palate
Taste of Vail is a platform for promoting the Vail lifestyle via the community's ever-evolving food and beverage assets. this is done through the organization's iconic food and wine event in the spring, along with additional activities throughout the year designed to support and elevate the community.
the challenge —The Taste of Vail is a non-profit organization founded in 1990 by a group of food and wine enthusiasts. We support the amazing chefs and wineries of our valley and from all over the world. Moving forward, we want to work closely with innovative chefs, vintners, brewers, and distillers who are excited to share their unique perspectives.
There are many good reasons why a consumer may consider attending the Taste of Vail. The purpose of branding is to find out how to best capture the consumer’s attention… how to tell the story in order to sell the opportunity.
Brands are not tangible in the sense that they can be contained in a logo or captured in a website. The brand is what is left over after the last marketing dollar has been spent: it is a collection of thoughts, opinions, and perceptions that exist in the minds of consumers.
Creating a well-defined brand with a compelling value proposition is only the beginning. In order to achieve better exposure, brands have to be put to work. This is the job of implementing the brand with a fully integrated brand identity, website, social media and public relations campaign.
As chefs, restaurateurs, and business owners, the inclination is to try to “say it all.” As marketers and brand strategists, the mandate is to say it simply and clearly. This requires defining a compelling value proposition. The purpose of branding is to find that one kernel of inspiration that allows us to develop a brand messaging platform that clearly communicates the core value proposition of Taste of Vail. The first step of defining the core value proposition is to first understand the brand’s assets and liabilities.
As a result of our recent creative brief survey and in-depth conversations with members of our community, Vail Resorts, and other local businesses, we have arrived at a list of assets and liabilities that will affect the Taste of Vail brand perception.
