News

Own a Piece of Vail products (from Town of Vail manhole covers to Vail Fire/Police Department t-shirts, and now, Vail Manhole Jewelry) are available for purchase at the Vail Farmers' Market on Sundays through September, or at the front counter in the Vail Municipal Building from 8 a.m. to 5 p.m. Monday through Friday, or by phone, (970) 479-2344. Customers can also purchase products securely online at www.ownapieceofvail.com . Credit cards are accepted. Shipping also is available.

Vail is home to North America’s premier ski resort.

TOWN OF VAIL RETAINS CTA PUBLIC RELATIONS TO MARKET VAIL MANHOLE COVER JEWELRY

Vail to Expand Successful “Own a Piece of Vail” Product Line to include Authentic Vail Manhole Jewelry

Louisville, CO – CTA Public Relations has been hired by the Town of Vail to expand its “Own a Piece of Vail” product line to include authentic Vail Manhole Cover Jewelry. This hip and stylish new product line will only be available through the Town of Vail.

To support the new product roll-out, CTA Public Relations will design and develop marketing materials such as POS displays, print ads, e-commerce Web site and local, regional and national publicity. The agency will provide continuity in branding for the Vail Manhole Cover Jewelry, drawing upon the successful “Own a Piece of Vail” program that was born out of Vail’s “manhole mania” two years ago.

Vail's cast-iron manhole covers became the darling of the utility cover industry when they became available as a souvenir item to help thwart thefts of the real ones. The custom design features the famous "V" logo along with its 1962 founding date and elevation, 8,150 feet above sea level. To date, more than 600 Vail manhole covers have been sold to customers in 37 states, including Hawaii.

“The Town of Vail has experienced great results working with CTA Public Relations to publicize and market its customized manhole covers and other authentic Town of Vail merchandise,” said Suzanne Silverthorn, community information officer for the Town of Vail who doubles as marketing coordinator for the Own a Piece of Vail program. “In just two years, we have sold more than $80,000 in Own a Piece of Vail merchandise, adding creative revenue and visibility to the town. We look forward to partnering with CTA Public Relations as we introduce Vail Manhole Jewelry as yet another way people nationwide can Own a Piece of Vail.”

The new product line includes 16 beautiful pieces ranging from a sterling silver manhole cover pendant necklace ($60), to two-tone sterling silver/bronze manhole French cufflinks ($80), to a Tiffany-style link bracelet with a bronze manhole cover toggle charm ($120). The Vail Manhole Jewelry products were designed by Vail’s J. Cotter Gallery.

Vail’s manhole covers, now established as bona fide art pieces and icons of Vail, come in many variations and price points. For example, there is the extremely popular Manhole Cover Deluxe Patina Series ($120 each for the small version, $525 for the large 52-pound version), and the standard black or nickel-coated manhole covers are priced at $65 for the six-pound version and $295 for the 52-pound full-sized cover. Suggested uses for the small manhole covers include a hot pad trivet, deck piece, decorative wall display, door stop, paper weight and garden accent. Large manhole covers have been used as stepping stones, garden accents, patio/driveway or boat dock inlays and end tables or coffee table center pieces.

Proceeds from “Own a Piece of Vail” merchandise are put right back into the town. Manhole cover sales benefit Vail’s Art in Public Places program while Vail’s Fire and Police Department t-shirts sales, under the brand name VailWear! go to training, equipment and other needs for the men and women who work hard to keep Vail safe.

Own a Piece of Vail products (from Town of Vail manhole covers to Vail Fire/Police Department t-shirts, and now, Vail Manhole Jewelry) are available for purchase at the Vail Farmers' Market on Sundays starting July 4 through September, or at the front counter in the Vail Municipal Building from 8 a.m. to 5 p.m. Monday through Friday, or by phone, (970) 479-2344. Customers can also buy online at www.ownapieceofvail.com. Credit cards are accepted. Shipping also is available.

Based in Louisville, Colorado, CTA Public Relations is a full-service marketing public relations firm offering graphic/web design and hosting, public relations, marketing communications and investor relations services since 1985. For more information, go to www.ctapr.com. CTA Public Relations won the 2003 Silver Peak Award for “Best Product Launch” when the agency first helped the Town of Vail introduce its now-famous manhole covers.

Vail is home to North America’s premier ski resort.

TOWN OF VAIL EXPANDS ENTREPRENEURIAL ACTIVITIES WITH LAUNCH OF “VailWear!” VIA "OWN A PIECE OF VAIL" MARKETING CAMPAIGN WITH HELP FROM RYAN SUTTER

Vail, CO -- Noting the success of its souvenir manhole cover sales, the Town of Vail is introducing a new line of authentic products just in time for the holiday shopping season with a little help from Vail’s own Ryan Sutter (/Shirts/s_photo.html).

Specialty T-shirts from the Vail Police and Fire departments along with a Manhole Mania! T-shirt product line have been created and were officially launched this week under the brand name VailWear! as part of the town’s retail marketing campaign called "Own a Piece of Vail."

“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 revenues and having a little fun at the same time,” explained Suzanne Silverthorn, the town's community information officer. "The bottom line is, we are giving people a chance to own a piece of Vail, from authentic manhole covers to Vail’s police and fire department T-shirts. We are also considering selling our pedestrian signs and other authentic Town of Vail products in the future if the demand is there.”

The Vail Fire and Emergency Services T-shirt is the same design worn by Vail Firefighter Ryan Sutter when he won the heart of Trista Rehn on the reality television show, "The Bachelorette," watched by millions around the country.

Trista and Ryan's televised wedding will be shown on ABC December 10, and is sure to generate additional interest. Sutter is on a temporary leave of absence from his firefighting duties with the Town of Vail while he attends to his newfound celebrity duties. “Despite his busy schedule, Ryan was willing to take time out and model the Vail Fire T-shirt to help the cause, which we really appreciated,” said Silverthorn. Sutter can be found modeling the Vail Fire T-shirt on the town's retail Web site at www.ownapieceofvail.com in the VailWear! photo gallery section.

Vail Police took a humorous approach in developing its authentic T-shirt design. The shirt proclaims "Property of Vail Jail" on the front, while the back states "Department of Corrections, Vail, Colorado, 8150 Elevation."
Proceeds from the "VailWear!" T-shirt sales will be returned to the Police and Fire departments for training, equipment and other needs.

The Police shirts are available in adult and youth sizes for $15 each. They come in grey, white, yellow and orange with black lettering.

The Vail Fire T-shirts are available in blue with red and white lettering. Short sleeve T-shirts sell for $20 each and are available in youth and adult sizes. A long sleeve version is available in adult sizes and sells for $25 each.
Also offered under the VailWear! product line is a special Manhole Mania! T-shirt for $17 which is available in adult sizes. Sales taxes are included in the prices of the shirts and shipping charges apply. “We may offer more products under VailWear! in the future, such as hats, shorts, shirts, etc.,” said Silverthorn.

Since introducing its souvenir manhole covers this time last year, the town has sold more than 500 manhole covers and has generated nearly $60,000 in sales from buyers in more than 35 states. Proceeds from the manhole cover sales are used to support Vail’s Art in Public Places Program. Sales have continued to remain strong with the roll out of a Deluxe Patina manhole cover series last June for buyers who prefer a more elegant look. “They were a real hit at the Vail Farmer’s Market this past summer,” Silverthorn noted.

For walk-in sales, guests will be directed to the Town of Vail Municipal Building at 75 S. Frontage Rd., Vail, Colorado. Hours are 8 a.m. to 5 p.m. Monday through Friday. Phone orders also are available by calling (970) 479-2118.

Vail is North America’s No. 1 ski resort.

TOWN OF VAIL TAPS CTA PUBLIC RELATIONS TO DEVELOP AND IMPLEMENT MARKETING PUBLIC RELATIONS FOR "OWN A PIECE OF VAIL"
Louisville, Colo. – CTA Public Relations has been hired by the Town of Vail (Colorado) to develop and implement the marketing communications, branding and public relations related to its "Own a Piece of Vail" marketing campaign. The Web site for the unique program is www.ownapieceofvail.com.
CTA Public Relations will provide branding for Own a Piece of Vail, along with the design and writing of marketing materials such as POS displays, print ads, Web site, etc. plus message development and overall marketing public relations efforts.
"The Town of Vail experienced great results working with CTA Public Relations to publicize and market its customized manhole covers this past year on a limited budget," said Suzanne Silverthorn, community information officer for the Town of Vail. "In just over a year, we have sold more than 500 Vail manhole covers, generating almost $60,000 in sales and invaluable good will for the community. With the success of that first venture in selling authentic Town of Vail products, we are ready to formalize our Own a Piece of Vail campaign to generate revenues while helping to raise the visibility of Vail. We look forward to working with CTA Public Relations to help the Town of Vail brand and market Own a Piece of Vail."
She noted that under the marketing umbrella of Own a Piece of Vail, the municipality will sell various authentic Town of Vail products only offered by the Town of Vail. "These will include our popular Town of Vail vintage manhole covers and in the near future, specialty T-shirts from the Vail Police and Fire Departments," she added. "Other future products might include our stylized pedestrian signs that direct visitors to Vail’s famous landmarks. If the demand is there, we will consider other authentic Town of Vail products as well."
Vail is home to North America’s premier ski resort.
Based in Louisville, Colorado, CTA Public Relations is a full-service public relations firm offering graphic/web design and hosting, public relations, marketing communications and investor relations services since 1985. For more information, go to www.ctapr.com.

VAIL WINS NATIONAL AWARD FOR MANHOLE COVER SALES
Vail, Colo. Oct. 2, 2003 —The Town of Vail’s souvenir manhole cover campaign is receiving national recognition for its creativity after capturing first place in an annual awards competition for local governments. The Savvy award for "most creative with least dollars spent" was presented by the City-County Communications and Marketing Association (3CMA) at its annual meeting in Anaheim, Calif., last month.

Each year 3CMA recognizes projects, innovations and outstanding government achievements in communications, public sector marketing and citizen-government relationships. In the past, the Town of Vail has been recognized by 3CMA for its I-70 stranded travelers program, the Homepage community newsletter, construction of the West Vail roundabouts and the Premier Impressions employee recognition program.

Vail began initial sales of the designer manhole covers in July 2002 to help thwart thefts of the real ones which were used to commemorate Vail’s 40th anniversary. The custom design features the famous "V" logo along with its 1962 founding date and 8,150 feet elevation.

In presenting the town with the Savvy award, competition judges said Vail’s manhole cover project turns "lemons into lemonade" while continuing to "create ongoing back-end buzz" to sell the items. A marketing and communications program managed by the town’s community information office has generated extensive print, radio and television publicity about the program. Resulting sales have now exceeded 500 transactions with more than $62,000 collected. Proceeds are being used to support the town-sponsored Art in Public Places program.

Town of Vail Community Information Officer Suzanne Silverthorn says the recognition is a reflection of the community’s character. "Vail has always been known for its leadership in innovation and the manhole cover project is symbolic of that," she said. "It’s also a reminder of the strength and staying power of the Vail brand."

Vail manhole covers sell for $65 and up. To place an order, call the Art in Public Places program at (970) 479-2344 or go to www.ownapieceofvail.com.

VAIL MANHOLE COVER PRESENTED TO NEW YORK PHILHARMONIC PRIOR TO PERFORMANCE

VAIL, Colo. – July 18, 2003 – Immediately following its final rehearsal before a debut Colorado performance Friday, Vail Mayor Ludwig Kurz, far right, presented Lorin Maazel, music director of the New York Philharmonic, with the resort community’s version of a key to the city – a signature manhole cover featuring the logo of the world famous ski resort along with its 1962 founding date and elevation (8,150). The New York Philharmonic will perform at Vail’s Gerald R. Ford Amphitheater-Vilar Pavilion July 18-26. Pictured with Kurz and Maazel is Zarin Mehta, far left, executive director of the New York Philharmonic.

TOWN OF VAIL INTRODUCES NEW LINE OF MANHOLE COVERS FOR BUYERS WHO WANT POLISHED, ARTISTIC LOOK

(Vail)-The sale of authentic Town of Vail manhole covers began as
conversation pieces when they were launched last July. Now, the covers
have become bona fide art pieces with the introduction of a new line
known as the "Deluxe Patina Series."

At $120 each, eight inches in diameter and six pounds, this new
product line comes with five distinct finishes. The Deluxe Patina Series
is available by special order and is quickly becoming the latest craze
in the Town of Vail's manhole cover endeavor. Patina refers to a
special film or coating that is applied to the surface to produce
interesting and artistic color variations caused by oxidation.

The new line was introduced at the Vail Farmers' Market on July 6
and was a hit, says Suzanne Silverthorn, the town's community
information officer, who doubles as the manhole cover marketing
coordinator. "Sometimes we have to pinch ourselves and ask if this is
really happening," she said.

The idea to expand the town's manhole cover offerings was
initiated after visiting with previous buyers, says Silverthorn. "What
we discovered was that many of our buyers wanted to incorporate the
manhole covers as architectural features and wanted a more polished,
artistic look."

In addition to the standard black and nickel finish, buyers can now
choose from among the Deluxe Patina Series' five new styles, including
"bronze verde patina," "copper black patina," "aluminum black
patina," "nickel silver black patina" and "antique bronze
patina." Photos of the finishes are displayed on the town's retail
web site at www.ownapieceofvail.com

Sales of the manhole covers are being handled by the Town of Vail
Art In Public Places (AIPP) to raise money for the town's art
projects. AIPP Coordinator Leslie Fickling says the popularity continues
to amaze her. "The deluxe patina series is so popular that we see
people buying them two at a time," she said. "The green verde which
has a weathered copper look is our best seller."

So unique are the manhole covers that Mayor Ludwig Kurz presented a
custom- painted version to the New York Philharmonic as a welcoming gift
to celebrate the orchestra's summer residency in Vail.

Vail's manhole covers became the darling of the utility cover
industry last year when they became available as a souvenir item to help
thwart thefts of the real ones. The custom design features the famous
"V" logo along with its 1962 founding date and elevation, 8,150
feet above sea level.

In addition to the Deluxe Patina Series, the standard black or
nickel-coated manhole covers are priced at $65 for the six-pound version
and $295 for the 52-pound full-sized cover. Suggested uses for the small
covers include a hot pad trivet, deck piece, decorative wall display,
door stop, paper weight and garden accent. Large covers have been used
as stepping stones, garden accents, patio/driveway or boat dock inlays
and end tables or coffee table center pieces.

With sales of over 300 manhole covers from buyers in more than 30
states, including Hawaii, the innovative project has received national
publicity.

The manhole covers are available for purchase at the Vail Farmers'
Market on Sundays through Sept. 21, or at the front counter in the Vail
Municipal Building from 8 a.m. to 5 p.m. Monday through Friday, or by
phone, (970) 479-2344. Credit cards are accepted. Shipping also is
available.

For more information, contact Leslie Fickling at (970) 479-2344, or
Suzanne Silverthorn at (970) 479-2115.

MANHOLE COVER MANIA DEBUTS AT VAIL FARMERS MARKET

(Vail, Colorado, June 30, 2003)-Vail's popular manhole covers will be available for purchase at the next Vail Farmers' Market on July 6. Open from 9:30 a.m. to 3 p.m.along East Meadow Drive in Vail, the Sunday Market features a sampling of Vail's special qualities, such as the manhole covers, in addition to fresh Colorado produce and food products.

The manhole covers come in two sizes, mini and large, and will be sold
at a booth sponsored by the Town of Vail Art In Public Places (AIPP)
program, which is using proceeds from the sales to fund additional art
programs throughout Vail. Leslie Fickling, AIPP coordinator, says the
booth, which will be staffed on Sundays throughout the remainder of the
summer, will not only provide visibility for the manhole covers, but
will also create an opportunity to promote AIPP's other programs. In
addition, AIPP will have craft projects for children and local artists
will be on hand to discuss their work.

The Art in Public Places (AIPP) program was established in 1992 to
promote and encourage the development and public awareness of the arts.
Over 20 works of art are located throughout Vail Village, Lionshead and
in Vail's parks and playgrounds.

The town introduced sales of the designer manhole covers last July to
help thwart thefts of the real ones, which were installed to commemorate
Vail's 40th anniversary. The custom design features the famous "V" logo
along with its 1962 founding date and elevation, 8,150 feet above sea
level.

To date, the town has sold more than 300 manhole covers to buyers in
30 states, totaling close to $50,000. The covers are priced at $65 for
the six-pound mini replica and $295 for the 52-pound full-size cover.
Buyers have shared numerous uses for the souvenirs, including landscape
stepping stones, table covers, patio inlays and other architectural
features.

Conceived by former town manager Bob McLaurin, the manhole cover
project has received national attention for its creativity and
innovation. The project has been featured in newspapers across the
country, including the Wall Street Journal, USA Today, Dallas Morning
News, Denver Post and Rocky Mountain News. Locally, the manhole covers have been named "Best Authentic Vail Souvenir" by the Vail Daily
Reader's Choice and "Best Colorado Souvenir" by Westword Magazine based in Denver.

The Vail Farmers' Market will be presented on consecutive Sundays
through Sept. 21.

For additional information on the AIPP manhole cover booth, contact
Leslie Fickling at 479-2344 or lfickling@vailgov.com. Or, for
information on the Farmers' Market, contact Rick Scalpello at 476-7483
or scalpello@attglobal.net

VAIL MANHOLE COVERS WIN AMERICAN MARKETING ASSOCIATION AWARD
(Vail, Colorado, June 18, 2003) -- The Town of Vail has won an award from the American Marketing Association (AMA) for its marketing/public relations work on the souvenir manhole cover campaign. Presented by the association's Colorado chapter, the manhole covers won the coveted Silver Peak Award in the new product launch category during AMA Colorado's 15th annual PEAK Awards dinner banquet in Denver.

The Town of Vail was recognized for development of an outstanding public relations campaign that was used to boost manhole cover sales during the 2002 Christmas shopping season. The campaign was launched Thanksgiving week when the town announced it would begin selling the manhole covers on eBay. Up until then, sales were sporadic, occurring mostly through word of mouth.

Once underway, the campaign resulted in extensive media coverage and a 260 percent increase in sales with over 165 transactions occurring during the holiday shopping season. Town of Vail Community Information Officer Suzanne Silverthorn says the campaign exceeded expectations in promoting the manhole covers as a wonderful holiday gift. "It was amazing to see how the project snowballed," said Silverthorn. "We heard from so many buyers from all corners of the country who expressed such a fondness for Vail, it was unbelievable."

The campaign also saw market penetration increase to 25 states from 9 at the start of the project. Also, more than $117,500 in media publicity for the Town of Vail's manhole covers was generated as measured in equivalent advertising space. The extensive publicity generated on behalf of the town included stories on Denver's ABC, CBS and NBC TV affiliates, plus 45 varied TV affiliates around the country and three national network programs: NBC Early Today Show, CNBC's Wake Up Call and National Public Radio. Two feature stories by the Associated Press, plus wire stories on Reuters, resulted in coverage in more than 110 U.S. newspapers, including USA Today.

The town began initial sales of the designer manhole covers last July to help thwart thefts of the real ones, which were installed to commemorate Vail's 40th anniversary. The custom design features the famous "V" logo along with its 1962 founding date and elevation, 8,150 feet above sea level.

Post-holiday sales have remained steady, according to Silverthorn, with an average of one transaction per day. In addition, the manhole covers have been named "Best Authentic Vail Souvenir" by the Vail Daily Reader's Choice and "Best Colorado Souvenir" by the Denver-based Westword Magazine.

To date, over 300 manhole covers have been sold totaling nearly $50,000. Proceeds are being used to support the town-sponsored Art In Public Places (AIPP) program, which was established in 1992 to promote and encourage the development and public awareness of the arts.

The town partnered with CTA Public Relations, a full-service public relations firm from Louisville, Colo., to develop the promotional campaign. Company owners Carl and Shirley Thompson have a vacation home in Eagle County and donated most of their services to the project.

Looking ahead, the town is preparing to launch a second campaign to promote Vail street signs as the next new product for buyers looking to own a piece of Vail.

For more information, contact Silverthorn in the Town of Vail Community Information Office at 479-2115.

VAIL OFFERS SOUVENIR MANHOLE COVERS ON EBAY FOR THE HOLIDAYS
(Vail, Colorado, Nov. 27, 2002)--Just in time for the holidays, the Town of Vail is listing its souvenir utility manhole covers on eBay as its newest marketing venture. The "buy it now" listings can be found at http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=740963823 and http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=740966833.

Available in two sizes--small or large--the manhole covers feature the logo of the world famous ski resort along with its 1962 founding date and elevation (8,150). They’re being billed as great holiday gifts for visitors who’ve grown tired of t-shirts and hats as traditional vacation mementos.

This week’s eBay listing follows an experimental release of the souvenir items earlier in the year by Vail’s municipal government. "We started down this path quite by accident," said Town Manager Bob McLaurin, who says the town began selling the items by word of mouth to deter thefts of the real ones that have been installed as public art throughout Vail’s pedestrian villages. "But now, we’ve discovered there’s a market for these things that’s much larger than we realized," he said, "especially from our vacation property owners who have a soft spot for Vail."

With nearly $10,000 in manhole test sales, McLaurin says the transition to eBay was just a matter of time. "We figured if someone could hawk a Polaroid photo of one of Elvis Presley’s last ski trips to Vail for $1,495 (item No. 923784157 on eBay), we should have an online presence as well," said McLaurin. "Besides, it’s Vail’s 40th anniversary this year."

The town manager noted that marketing the Vail manhole covers on eBay not only will help generate more sales, but it gives the Town of Vail exposure to some 50 million registered eBay users worldwide.

Vail’s custom cast iron manhole covers resemble the real ones, but are slightly lighter. The two-foot diameter, 52-pound version retails for $295. Suggested uses include end tables, patio or driveway inlays, garden conversation pieces, landscaping, etc. The smaller version, an eight-inch, six-pound gate valve cover sells for $65, with possible uses to include hot pads, deck pieces, decorative wall pieces (inside or out), etc.

Credit cards are accepted. And yes, the large manhole covers can be shipped within days to most locations in the U.S. for under $20.

People can also buy their Vail vintage manhole covers directly from the municipal government by calling 970-479-2100 or by written request or in person at the Vail Municipal Building, located at 75 South Frontage Road, Vail, Colorado, 81657. For more information, go to the Town of Vail web site at www.vailgov.com

If interest in the manhole covers remains strong, the Town of Vail will consider merchandising other municipal products, including its stylized trail and pedestrian signs that direct visitors to Vail’s famous clock tower and covered bridge landmarks.

Vail is home to North America’s premier ski resort. With over nine feet of early snow this season, skiers and riders have access to 3,000 acres, the most in North America.

CTA Public Relations to Provide PR for Vail’s Manhole Covers
Louisville, Colo. – CTA Public Relations has been selected by the Town of Vail to implement a national media relations campaign to help market Vail’s souvenir utility manhole covers during the holidays to commemorate the 40th anniversary of Vail’s founding.

CTA Public Relations will focus its efforts in key geographic markets where there is a high concentration of skiers who visit Vail frequently and homeowners with second homes in Vail.

The customized manhole covers recently began as a "buy it now" listing on eBay. Available in two sizes --- small or large --- the manhole covers feature the logo of the world famous ski resort along with its 1962 founding date and elevation (8,150). Vail’s custom cast-iron manhole covers resemble the real ones, but are slightly lighter.

The two-foot diameter, 52-pound version retails for $295. Suggested uses include end tables, patio or driveway inlays, garden conversation pieces, landscaping, etc. The smaller version, an eight-inch, six-pound gate valve cover, sells for $65, with possible uses to include hot pads, deck pieces, decorative wall pieces (inside or out), etc. People can buy their Vail vintage manhole covers directly from the municipal government by calling 970-479-2100 or by written request or in person at the Vail Municipal Building, located at 75 South Frontage Road, Vail, Colorado, 81657. For more information, go to the Town of Vail web site at www.vailgov.com.

If interest in the manhole covers remains strong, the Town of Vail will consider merchandising other municipal products, including its stylized trail and pedestrian signs that direct visitors to Vail’s famous clock tower and covered bridge landmarks. The recent listing of the manhole covers on eBay, and now the hiring of CTA Public Relations to provide PR support, follows an experimental release of the customized, signature manhole covers earlier in the year by Vail’s municipal government to deter thefts of the real ones that had been installed as public art throughout Vail’s pedestrian villages.

Vail is home to North America’s premier ski resort. With over nine feet of snow already this season, skiers and riders have access to 3,000 acres, the most in North America.

Based in Louisville, Colorado, CTA Public Relations is a full-service public relations firm offering investor relations, graphic/web design and public relations services. For more information, go to the firm’s web site at www.ctapr.com.