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PrimaVail Heads into the New Year with More Employee Opportunities

  • 13 January 2020
PrimaVail Heads into the New Year with More Employee Opportunities

 PrimaVail, the community-inspired guest experience initiative that launched at the start of the 2019-2020 winter season, got off to an incredible start with strong participation and now heads into the New Year with even more opportunities for employees just arriving in town.

The program, produced by the Town of Vail in cooperation with Vail Mountain and the Vail Chamber & Business Association, not only educates employees on the importance of premier hospitality, but it also creates a sense of community among its participants who work in Vail.

PrimaVail gives Vail employees the ability to learn new guest service skills and fascinating Vail history; a walking tour to see what’s new around town; monthly social events like parties, snowshoeing and bowling; eligibility to receive local discounts; qualify for a merchant pass; attendance at a Leadership Forum; networking; relationship-building; quality service awards; and an end-of-season Guest Experience Certification.

“Our goal is to elevate collaboration, employee engagement and the guest experience,” said Town of Vail Economic Development Director Mia Vlaar. “We have seen nearly 300 participants so far and we cannot wait to welcome more in the New Year.”

Mike Lange, general manager of Lion Square Lodge, said his staff attended 12 guest service training and leadership sessions prior to the holiday season. “They enjoyed the training piece of the program and found it very helpful and a good supplement to our in-house training program,” Lange explained. “The staff also enjoyed meeting other hotel, restaurant and retail shop staff from the area and found the networking aspect to be valuable. We have a terrific guest service team this season and our guest feedback has been better than ever, especially regarding our staff.”

Following is the schedule through March. Free parking vouchers are provided as needed. All sign-ups go through the Vail Chamber at

Guest Experience Training

The Grand View, 3rd Floor, Lionshead Welcome Center
  • Tuesday, Jan. 14  |  9-10:30 a.m.
  • Wednesday, Jan. 29  |  2-3:30 p.m.
  • Thursday, Feb. 13  | 2 -3:30 p.m.

Vail Community Walking Tour

Starts at the Vail Village Welcome Center
4th Floor, Vail Transportation Center
  • Wednesday, Feb. 5 |  1- 3 p.m.

Walks through Vail Village and Lionshead. The tour will end at a restaurant with light snacks where you can meet and mingle with new friends.

Vail Leadership Forum

The Grand View, 3rd Floor, Lionshead Welcome Center
  • Thursday, Jan. 30  |  3:30-5:30 p.m.; free parking after entry after 3 p.m.

Vail’s History and Vail 101

Colorado Snowsports Museum, Vail Transportation Center
  • Wednesday, Jan.  22  |  9:30-11 a.m.


Guest Experience Certification

The opportunity for program participants to receive the unique guest experience certification is an exciting resume builder.


The Guest Experience Certification encompasses the completion of these four components:

The Guest Experience Training focuses on interactive tips and techniques related to Vail-specific guest interaction, empowering employees to elevate the guest experience.

With Vail’s History and Vail 101, you learn about the history and founding of our mountain resort community, instilling a sense of pride for all of those who call Vail home.

The Vail Community Walking Tour shows you unique elements of Vail that even long-time locals may not know of.

The Leadership Forum is a casual atmosphere with an inspiring panel of Vail business people who discuss their work and life experiences in the Vail Valley.


Two additional dynamic programs are:


PrimaService, a PrimaVail Program

Any Vail employee who is in the PrimaVail guest service training initiative is eligible to be nominated for a PrimaService award by a fellow employee, a manager or a resident or guest.

How it works: Send your employee nomination to Include name, job and briefly describe the particular story of exemplary guest service that your employee provided. You can also engage your guests to participate by including this information in your business.

Beginning Jan. 15, at the Vail Après 3 p.m. event at Sweet Basil, an employee winner and their story will be announced. A winner will be announced on the 15th of each month through April.

PrimaPeer, a PrimaVail Program

Any Vail employee who is in the PrimaVail guest service training initiative is eligible to participate.

How it works: If you or one of your employees is interested in learning more about how our resort community, from mountain to village, ticks and you think you might have a future career aspiration, we have a list of professionals to connect you with!

From the Town of Vail to Vail Mountain, from lodging to marketing, from village operations to mountain operations, from restaurant to retail, from local government to guest service, we look forward to making a connection for you!

Please email your name, job, and briefly what area you are interested in exploring further to

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