The DoubleTree in Vail renovated its space to become a beautiful, mountain-modern hotel complete with on-site restaurants and a large backyard for events and relaxation for its guests. Even with a well-known name, the Hotel saw lower than desired reservation numbers. The DoubleTree team enlisted our help to develop a soft brand for the hotel that would message a boutique-style experience that is quieter and more intimate than the crowds of Vail Proper Hotels.