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BACK TO BUSINESS: VAIL TRIES TO RECOVER FROM FIRES
Published November 2, 1998
Despite recent fires set by a radical environmental group, Vail Resorts "has been busy getting the message out to its customers and business partners that it's business as usual," according to Erika Gonzalez of the ROCKY MOUNTAIN NEWS. Vail spokesperson Chris Jarnot said that the resort "should be ready to open" by Friday despite the damage caused by the fires, though the four damaged chairlifts will not be ready until Christmas. Vail will sent out letters to season passholders offering "information about the extent of damage and status of repairs." Jarnot said that a few consumers have inquired about the incident, but that the resort has not received any cancellations. Vail's PR efforts have received help from Colorado Ski Country USA, which has "taken an active role in helping shape public perception about the fires." The trade association ran a full-page advertisement in state newspapers to inform consumers that Vail is opening on time. Jarnot added that Vail doesn't "plan to run any national advertisements to ease concerns about the fires" (ROCKY MOUNTAIN NEWS, 11/1).