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Forget about its image as Colorado's skiing mecca. Vail now wants a piece of the "Trista and Ryan's Wedding" action.
The city is trying to cash in on firefighter/"Bachelorette" winner/reluctant TV groom Ryan Sutter's current fame. To boot:
Vail launching new merchandise line
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Vail's newest merchandising promotion is infinitely sexier than its last - manhole covers - and town officials are hoping it will be every bit as successful.
It's called VailWear!, and it's being modeled on the town's web site by Ryan Sutter, arguably the town's most famous firefighter and neo-celeb.
This new line of T-shirts is being launched by the town on its retail web site and hopes to leverage Sutter's celebrity into a commercial success that will boost revenues in the town's fire and police departments. There's even a "Manhole Mania" T-shirt, which refers to the town's successful manhole cover sales program.
"We noticed when monitoring our web site that we had a lot of hits ever since the connection was made by television viewers and the Vail Fire Department," said Suzanne Silverthorn, town spokeswoman. "The idea to expand the town's inventory of authentic merchandise is part of an overall strategy to create goodwill for the community while generating additional revenue and having a little fun at the same time," Sliverthorn said.
The town's souvenir manhole cover program initiated three summers ago has generated more then $60,000 in sales that supported the town's Art in Public Places program.
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