VAIL Vail Banks (MM)

Community Research Drives New WestStar Bank Brand New Brand Better Serves Colorado Customers and Bolsters Depth of Financial Products and Services VAIL, Colo., April 5 /PRNewswire-FirstCall/ -- Vail Banks, Inc. (NASDAQ:VAIL) and its banking subsidiary, WestStar Bank, announced today, a new customer-driven brand initiative for each of its 23 banking offices in 18 Colorado communities. Beginning today, the organization will operate as WestStar Bank. Expect Action. To evolve its capabilities to better serve customers, WestStar appointed Edwards, Colorado-based Hill & Company, an integrated marketing and advertising agency, to conduct community banking research and define the new brand. "The market research provided WestStar the information needed to make vital decisions about the company's culture and new brand," said Hill & Company President Linda Hill. The WestStar research identified attributes and values customers want in their banking relationship. Current and prospective customers were asked key questions to determine the current WestStar image. The research showed that "personal attention", "exceptional service delivery" and "strong, long-term banking relationships" separate WestStar from the other choices in Colorado. To further align these identified strengths comes a modified brand: WestStar Bank. Expect Action. To preview the identity visit http://www.weststarbank.com/. "Our primary goal with this brand initiative is to act consistently on behalf of our customers by delivering individualized financial solutions beyond expectations," said Vail Banks, Inc. Chief Executive Officer, Gary Judd. "At the end of the day, we want customers to feel valued, and well on their way to financial success." Designed to move WestStar's already high standards for service to an entirely new level, the brand campaign will feature the company's commitment to enabling client's success by actively seeking out next steps and bringing solutions to the table. "We've learned that clients and employees come to, and stay with, WestStar because of what we stand for, and the way we do business," said Judd. The new brand identity has been rolled out to all of WestStar's Associates. Beginning today, WestStar's touchpoints will change. In-lobby posters, statements, business cards and letterhead are now emblazoned with Expect Action. WestStar's web site has been upgraded today consistent with the new brand identity, featuring professional interaction and simple navigation at http://www.weststarbank.com/. Customers will be able to seamlessly continue to use the site for their Internet banking. Additionally, an integrated marketing campaign launches today, which will introduce the community to "WestStar Bank. Expect Action." to promote WestStar's decisive, professional action-oriented people working toward their customers' success. The enclosed advertisement exemplifies the series of communications that will run today in print media. The headline "Don't Be Surprised When the President Calls to Thank You" was chosen because it marks the unique, proactive attention and service customers deserve when banking with WestStar. Beginning today, WestStar will run the advertisements in all of its 18 communities over the next several months (Aspen, Avon, Breckenridge, Cedaredge, Delta, Denver, Dillon, Edwards, Estes Park, Frisco, Glenwood Springs, Granby, Grand Junction, Gypsum, Montrose, Norwood, Telluride, Vail) targeting consumers and business clientele alike. As the ad campaign suggests, communities can expect to see WestStar working as an active part of the community. For example, WestStar recently helped make the new Iron Mountain Tramway in Glenwood Springs possible by serving as a major funding source for the project. "When other banks couldn't work with us, WestStar proved to have the expertise and local decision-making to make our loan work," said Steve Beckley, Glenwood Caverns Adventure Park owner. "Thanks in large part to WestStar our 20-year dream has come true." "We are a different kind of financial services company and a lot has changed at WestStar since we started serving our communities more than 25 years ago. It's important for people to know that WestStar has the capacity to work with companies of any size and our services go well beyond traditional commercial banking. We want to help our constituents understand who we are in addition to what we do, and to think of us in a new and collaborative way. Our branding initiative will help us do that," said Judd. Among the advantages business customers can expect from WestStar are its cash management solutions for larger, more sophisticated businesses looking for smarter arrangements with more choices and customization. "This is not about a new logo or a new name. It's not even about new products and services. This is about commitment," said Judd. "We will continue to earn the trust of our communities, and continue the work already begun to make our communities better places to live and work." About WestStar Bank WestStar Bank is a Colorado-based bank specializing in serving small- to medium-size businesses and financially sophisticated individuals. WestStar Bank has twenty-three offices throughout the western portion of Colorado and Denver with assets over $630 million. WestStar Bank is a State of Colorado chartered commercial bank and is a member bank of the Federal Reserve Bank. Its headquarters is located in Vail, Colorado. WestStar is a wholly-owned subsidiary of Vail Banks, Inc. based in Avon, CO, whose stock trades on the NASDAQ National Market System under the symbol "VAIL". Forward Looking Statements Vail Banks warns caution should be taken in relying upon any forward-looking statements in this release, as they involve a number of risks and uncertainties that could cause actual results to differ materially from any such statements, including the risks and uncertainties discussed in the Company's Annual Report on Form 10-K for the year ended December 31, 2004, under the caption "Certain Factors Affecting Forward Looking Statements," which discussion is incorporated herein by reference. DATASOURCE: Vail Banks, Inc. CONTACT: Kelly Major of Hill & Company, +1-303-919-9001, , for Vail Banks, Inc. Web site: http://www.weststarbank.com/

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