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Total Gross Sales - $43,273

Total Cost of Goods Sold - $7,838.19

Other Expenses

Reprint Rights - $500

Web Hosting - $30 for that month

Group Mail - $50

List Cost - $0 !

Merchant Account - $600 set up

For a PROFIT OF: $34,254.81

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

Vail Resorts

Vail Resorts comprises of the world-famous Colorado ski resorts of Vail, Beaver Creek,

Breckenridge and Keystone. Being the industry leader of ski resorts, it shouldn’t be

surprise that Vail Resorts’ email marketing program is one of the best in the industry.

Web site:

* * *

Background On Email Campaign:

Vail resorts email marketing program originated in October of 1998. Prior to that date,

they were collecting emails at various customer contact points with the intent of

launching their marketing campaigns. They manage the entire database of over 133,998

opt-in email addresses in-house.

Their email database in divided into 3 mailing lists:

• SteepSavers – sent out every Tuesday to in-state guests.

• e-Mountain Mail – sent out every other week to destination guests

• Snow notices – sent out to people who have been requested to be notified when it


Results: Vail Resorts has been able to directly trace $179,987 in additional revenue

from their SteepSavers list. Additionally, their email campaign has resulted in

significant increases in call volume and room nights.

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

Sample of Email Sign up Page for Vail Resorts:


One interesting option on the email sign-up page is the ability for the guest to send their

friend an email about Vail Resorts. (Notice the field that says: “Tell A Friend About

Emountain Mail…”).

Here’s what the friend receives in their email box:

* * *

Subject: E-Mountain Mail

Hello from Vail, Beaver Creek, Breckenridge and Keystone Resorts.

Your friend, Joe Skier, recently subscribed to our e-mountain

mail program and thought you would also be excited about

receiving more information on our world-class resorts. The emountain

mail newsletter keeps our customers informed on great

lodging deals and events at all four of our resorts.

Sign up now at:

Please note that your email address is currently not active in

our database. In order to receive the newsletter, you must

complete the enrollment form.

We look forward to seeing you in the Rocky Mountains.

* * *


The SteepSavers program consists of the following:

1. A weekly email sent out every Tuesday to CO residents

2. A network of lodging partners that participate by submitting lodging deals.

3. A web site that features special lodging deals.

• Content varies every week, but always includes special deals on lodging. The

purpose of this list is to sell distressed and last-minute lodging space for the

upcoming week. This has been a very successful program for Vail Resorts.

• Using unique 800 numbers, Vail Resorts has tracked $179,987 in additional

revenue brought in last season (and this doesn’t include properties that participate

in the program but are not owned by Vail Resorts).

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

SteepSavers sample email:

Subject: Fat Tuesday Colorado Style

Happy Fat Tuesday, Laura!

If you're not in New Orleans right now, then you should

turn your Mardi Gras celebration into a day on the slopes!

Vail, Keystone, Breckenridge, and Beaver Creek are all

celebrating Fat Tuesday Colorado style with beads, painted

faces, hurricanes, cajun cuisine, and plenty of skiing and



--Snow Update

--Resort News and Lodging Deals

--Upcoming Performances at the Vilar Center for the Arts

--Buy Ski & Snowboard Equipment Online and Save 40%-70%

--Vail Parking Advice

--Insider's Tip





Fat beads and fat snowflakes are in the air today! It has

been snowing at all four of our resorts today giving skiers

and riders even more to smile about. Add up the snow

accumulation for the week and you'll find that Vail received

13 inches of snow, Keystone received 12 inches, and

Breckenridge and Beaver Creek both received 9 inches.

Forecast for today and the rest of the week, MORE SNOW!



Don't wait to get your days in at Vail this season - the time

is now and the conditions are excellent! Even better - take

a day off during the week to burn off some steam on the

slopes! Every Wednesday night there's a FREE concert in

the streets of Vail Village - this week features Cathryn

McGill, a Rhythm and Blues powerhouse. On March 1-4th,

check out the American Airlines Celebrity Ski fundraiser

for the Cystic Fybrosis Foundation. Events include ski racing,

concerts, and a silent and live auction. As always, visit our

website for more great events, snow conditions, mountain

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

cams and daily photos.

EVERGREEN LODGE - Mid Week Special

$169 per lodge room

Rate valid 2/27-3/22/01

Rate valid Sunday-Thursday only, based on availability.

Call 1-800-284-8245 for reservations.



Stay at Keystone and play for free! Each lodging reservation

comes with two Mountain Passports - your access pass to a

mountain of free activities such as ice skating, cross-country

skiing, personalized ski or ride tips by professional


mountain tours, yoga and much more! There are also many

free weekly events for guests like marshmallow roasting and

storytelling in Keystone Village.

GATEWAY EFFICIENCIES: $104 per efficiency*

RIVER RUN: $169 per one-bedroom condominium*

Call 1-800-468-4991 for reservations.

*Rates are valid 2/26-3/5/01. All rates include two Mountain

Passports. Based on availability. Some restrictions may apply.



The SOS Outreach Series returns to Breckenridge on Saturday,

March 3rd for a Giant Slalom competition on Sundown. Riders

of all ages and abilities are invited to participate in this


sanctioned Giant Slalom benefiting the Snowboard Outreach

Society. And don't forget to visit for your chance to

win a bright red, fully-loaded 2001 Chevy Tahoe worth $41,647

from Breckenridge! For more information on the Perfect Mountain

Town, visit our website or call 1-800-789-7669.


$109 per lodge room

Rate valid 2/27-3/6/01

No minimum night stay required.

Call 1-800-851-5329 for reservations.


$150 per one-bedroom condominium

$225 per two-bedroom condominium

Two-night minimum stay required.

Rates valid 2/26-3/9/01

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

Call 1-888-609-9600 for reservations.


30% OFF available lodging this weekend only!

Visit the Steepsavers website for rates and details:



MORE SNOW AND LESS LIFT LINES. Get the most out of

the Colorado lifestyle and ski at Beaver Creek. With heated

cobblestone walkways, outdoor escalators, free cookies and hot

chocolate, and no crowds, Beaver Creek is the perfect getaway.

We've sustained a 50 inch base for weeks and new snow is just

an added bonus to our incredible conditions. Our featured run

this week is Loco in Larkspur Bowl. The furthest run off Larkspur

Lift (Chair 11), Loco is the least traveled run amongst all the

steep terrain in Larkspur Bowl. You'll get tired before you get

caught in lift lines at Beaver Creek. Check out our website for

all the exciting activities happening in March.

PINES LODGE - located in Beaver Creek

$149 per lodge room

Rate valid 2/27-4/2/01, Sunday-Wednesday nights only

Call 1-800-859-8242 for reservations.

CANYON RUN - located on the Eagle River in Avon

$270 per three-bedroom condominium

Rate valid 2/27-3/5/01

Call 1-888-414-6238 for reservations.




3/1 Nestor Torres, Latin Jazz

3/2 Movie and Lecture Series - American Beauty

3/4 Michael Lauziere: The Fantastic Balloon Man, Family Show

3/7 Ballet Hispanico, International Dance

3/8 Crazy for You , The new Gershwin Musical

3/10 Laine Kazen, Soul

For ticket information, call the box office at 1-888-920-ARTS or



BUY EQUIPMENT ONLINE AND SAVE UP TO 70% AT is the online outlet for the nation's # 1 ski shop,

Colorado Ski & Golf. Enjoy the convenience of online shopping

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

and save 40% to 70% on brand name ski and snowboard merchandise,

featuring Salomon, Dynastar, Fischer, Elan, Descente and more!



If you arrive before 10 am:

Parking is typically available at the Vail Village or Lionshead

parking garages, Ford Park, or valet services located at the

Golden Peak ski base and the top deck of the Vail Village

parking garage. These spaces usually fill up by about 10 am.

If you arrive after 10 am:

Read Message Signs for Available Parking. Overflow parking

on the South Frontage Road typically begins after 10 am and

is allowed until 11 pm. This parking is ONLY available if the

information has been relayed on the variable message signs.

From the Frontage Road, you can walk or catch the free bus to

the nearest mountain portal. Bus stops are located about every

half-mile, behind or in front of you. Other late comer parking

spots include getting off at the East Vail exit and parking on

the East Vail Frontage Road or along the North Frontage Road

near the pedestrian overpass.

Other ways to avoid parking and traffic issues:

Convert your day trip to an overnight stay or arrive the

night before

Carpool or use the transit system.



Are you or your kids looking for a unique terrain park? Then

check out the Moonshine Snow Park at Beaver Creek - built

by locals - run by locals. Located just off the Centennial Lift

(Chair #6), the park has a 20 foot long Fun Box, one of the

longest rails in Colorado. The Fun Box was built and welded

by the locals who run and maintain the park. Complete with

a 12-foot transitioned, 380 foot long halfpipe, kickers, spines

and rails, Moonshine Snow Park is as unique as the resort itself.


P.S. You are receiving this e-mail because you have

subscribed to receive SteepSavers. If you would like to change

your subscription options, or remove yourself from this list,

please go to the following URL:

If the URL is not clickable, simply copy the URL and paste

it into your internet browser.

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

* * *

e-Mountain Mail:

e-Mountain Mail is an email sent out to destination guests every other Wednesday during

the winter season and once a month during the summer season.

• Content is similar to SteepSavers, however it caters more to the destination guest

by featuring airfare, lodging specials, snow conditions, resort news and insider


e-Mountain Mail Sample:

Vail Resorts can segment their list by different states so special deals like this one from

Atlanta go out to regional customers on their mailing list. They were promoting a “Fly

Delta and Ski Free” package so they pulled out all regional subscribers around the

Atlanta area. This email was sent to 1,029 recipients with 126 calls received and 35 room

nights booked:

* * *

Subject: Fly Delta & Ski for Free

Dear Laura,

The snow is piling up at Vail and Beaver Creek and so are

the savings! With over 100 inches of snow thus far, come

experience the best snow we've had in years.

To celebrate the incredible snow, we'd like to offer you a

complimentary two-day lift ticket when you book a flight

on Delta, from Atlanta to Vail, through Vail/Beaver Creek


Vail..................from $624 per person*

Beaver Creek..........from $692 per person*

Packages include:

--Roundtrip air on Delta from Atlanta to Vail/Eagle Airport

--4 nights lodging at the Vail Village Inn or the Seasons at


--Round trip ground transportation

--Complimentary two-day lift ticket valid at Vail and

Beaver Creek

***CALL 1-888-891-2286 FOR RESERVATIONS!***

Must mention Fly Delta/Ski for Free promotion at time

of reservation.

*Delta flights to Vail/Eagle Airport must be booked through Vail/

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

Beaver Creek Reservations in order to receive lift ticket.


are based on double occupancy and include tax or surcharge.

Package prices are valid from 1/8-2/15/01. Package prices may

vary, other options are available. Subject to availability.



Learning to ski or snowboard has never been easier, or more

affordable. For a limited time only, first time adult skiers

and riders can receive a three-day lesson and lift ticket for

just $99 at Vail*, and $109 at Beaver Creek*. A three-day

equipment rental can be added for an additional $20.

Call 1-800-475-4543 for more information.

*Offer valid from 1/1-2/14/01. Days must be used consecutively.

Offer valid for participants 15 years and older.



Delta Air Lines is proud to offer daily, non-stop jet service

from Atlanta to the Vail/Eagle Airport. The airport is

located just 30 minutes from Vail and Beaver Creek,

allowing you to ski the same day you arrive!



Receive 20% off ski or snowboard rental equipment when you

purchase either of the above packages. Vail Sports is located

slopeside in Vail Village, Lionshead and Golden Peak. Beaver

Creek Sports is located slopeside in Beaver Creek Village. Can

not be combined with any other offer. Book your rentals by

calling 1-800-544-6648 and mention the Fly Delta/Ski for Free

offer to receive your discount.


P.S. You are receiving this e-mail because you have

subscribed to receive e-Mountain mail. If you would like to

change your subscription options, or remove yourself from this

list, please go to the following URL:

If the URL is not clickable, simply copy the URL and paste

it into your internet browser.

Miilllliion Dollllar Emaiills

© 2001 Surefire Marketing, Inc.

* * *
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