PrimaVail: Community Inspired Guest Experience

Guest Service Training Program Created to Elevate Collaboration, Employee Engagement, and Guest Experience

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Enrollment for the Prima Vail program be will be offered at no cost to employees, managers and owners of Vail businesses. Registration is available online.

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PrimaVail is a great inaugural program which not only educates employees on the importance of premier hospitality, but it also creates a sense of community among its participants. To learn about the history and founding of our mountain resort community instills a sense of pride for all of those who call Vail home. ” – Molly Eppard, Art in Public Places Coordinator

Town, Vail chamber celebrate contributions of front-line employees

Eagle Valley EAGLE-VALLEY | March 12, 2021


Watch the First Leadership Forum
A casual forum with an inspiring panel of Vail business people. They discuss their work and life experiences in the Vail Valley. Panel Members – Dwight Henninger, Jeff Kennedy, Rebecca McDonnell, Molly Morales. Moderator – Alison Wadey

Registration Taking Place Now
PrimaVail Guest Service Training Program Returns for 2nd Season to Elevate
Collaboration, Employee Engagement, Guest Experience
(Vail)—PrimaVail, the all-inclusive, guest service training initiative introduced last season by the

Town of Vail in cooperation with Vail Mountain and the Vail Chamber & Business Association (VCBA), is returning for the 2020-2021 winter season in varying formats to comply with public health protocols. The program is offered at no cost to employees, managers and owners of Vail businesses with various sessions taking place throughout the ski and snowboard season to elevate the guest experience and recognize employee ontributions. Registration for the first block of PrimaVail sessions, which begin Nov. 19, is taking place now at

Building on the success of last year’s programming which involved 675 attendees representing 80 businesses, the upcoming PrimaVail sessions will include a return of the popular walking tour through the villages, led by the VCBA. The 90-minute tours showcase Vail’s landmarks, plus locations of guest-centric amenities such as public art, welcome centers, restrooms and more. Vail’s storied history will also be integrated within the tour. Tour sizes are limited to a 10-person maximum and are provided in a socially distanced format.

Other PrimaVail sessions will include guest service training via Zoom that will focus on best practices of Vail-specific customer service with a special focus on new safety practices for the winter season. Additional training modules will be added throughout the season focusing on Vail sustainability initiatives and mental health topics that correlate to customer service under new health guidelines. Employees who participate in two or more programs will receive recognition and be eligible for rewards throughout the season.
Early season sessions are as follows:


PrimaVail is part of a larger collaboration between the Town of Vail, Vail Mountain and Vail Chamber & Business Association. The goal is to align the town, mountain and business community to provide a world-class experience for Vail’s collective vacationing guests and grow a sustainable tourism economy. This effort is more critical now than ever due to the global pandemic. The Guest Experience initiative includes strategies to create new Vail traditions and to bolster the early winter season following significant investment in snowmaking on Vail Mountain. Programs have included Vail Après, the daily bell-ringing ritual, and Revely Vail, an
early season celebration that “welcomes the brilliance of winter” featuring live music, a holiday tree lighting, Magic of Lights, Kris Kringle Market, astronomy nights and more, beginning Thanksgiving week. Both Vail Après and Revely Vail are returning this season in moderation toaccommodate public health protocols.

For details about the PrimaVail offerings, contact the VCBA at

  • PrimaVail participants who are also a part of the Vail Chamber will receive the Locals Discount Card “Mountain Hospitality Ambassador”
  • Monthly Newsletter
  • Vail Survival Guide
  • Facebook Page for PrimaVail and MHA
  • Attend all PrimaVail Classes and receive recognition for Elite Status
  • Future program will encourage Guests to nominate Vail Employees for recognition and awards.
Leadership Forum Video

“I went to the history class this morning and it was GREAT!  I really enjoyed it and will probably get more of my employees to attend.  Everyone presenting was fantastic and the info was priceless.  So much stuff I didn’t know.  Thank you for doing this, it was really interesting.” – General Manager @ Eagle Point

Please feel free to provide us feedback about your experience at the PrimaVail Events. Click here for Survey!

“Our staff at Lion Square Lodge attended a total of 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.  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.” -Michael Lange, Executive General Manager — Wyndham Vacation Rentals


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