GLENWOOD SPRINGS, Colorado — While the downturn in the economy has impacted tourism in much of Colorado’s destination markets, Kate Collins is optimistic that Glenwood Springs will weather the economic storm well in 2009.

But it’s going to take some work.

“Our product should weather the recession well because of what it is,” said Collins, Glenwood Springs Chamber Resort Association’s Vice President of Tourism Marketing. “It’s got an enduring appeal and it’s image and price point are going to sustain us through this.”

Glenwood saw minimal decreases in accommodations revenues, down 1.77 percent from nearly $832,000 to just over $817,000, and occupancy rates dropped nearly 3 percent, from 70 percent to 67 percent of rooms booked, from 2007 compared to 2008. While the average daily room rate actually increased more than $8 to $112.60, from 2007 to 2008.

But those numbers were nothing to be too worried about, according to Collins.

“In 2008 the environment changed so dramatically at the end of the year, it was like the rules of the game changed, too,” she said. “But I think that we feel very positive about ending the year only 1.77 percent below 2007 revenue and only 2.78 percent under 2007 occupancy.”

Collins stressed that even the slight declines are deceptive because 2007 was a “record” year for Glenwood tourism, and that Glenwood still had a relatively good 2008 despite the downturn in the economy.

Accommodations revenues data compiled by the chamber can almost tell the story of when the recession began to affect the local market. January 2008 had an increase of 20 percent over 2007 in accommodations revenues. February, March, and April all posted increases as well.

May was the first month to post a decline of nearly 8 percent in accommodations revenues. Six of the remaining seven months of the year, except August, all posted declines. December was the most significant decline of 19 percent over December 2007.

Collins said that she expects 2009 occupancy rates to remain flat or to decline as much as 10 percent through 2009. She does not expect occupancy gains.

Along those lines, she said that room rates will likely need to adjust, and probably will decrease as well, over the next 12 months. Those are Collins’ personal predictions and do not reflect the chamber’s view.

The biggest challenges the chamber faces in 2009, according to Collins, will be marketing Glenwood competitively against neighboring communities who are now targeting the Front Range markets as well. The Glenwood Chamber has marketed to the Front Range customers for years.

Collins said that other Colorado destinations are now looking to target that area more than in the past.

“It’s the low hanging fruit for some of our neighboring destinations,” she said. “So there is more competition for the same customers.”

That is the reason to promote Glenwood more, and not less, in 2009, she said.

And in 2009, with the economy on everyone’s mind, Collins said it’s more about the free things that Glenwood has to offer that will lure people to the area.

The summer season is always the strong time for Glenwood. With outdoor activities like rafting, cycling, hiking, fishing and other activities, Glenwood is a destination location for many tourists.

She said that the chamber is looking at a summer campaign for the first time in years. She said they are focusing on promoting the Glenwood Whitewater Park, the Rio Grande Trail, Summer of Jazz, and simple pleasures like the Downtown Market, which people can enjoy at no additional cost.

“We just want to ensure that this summer is as robust as it usually is,” Collins said. “We have a great product here and it’s a fun thing to promote and put out in to the market place.”

Contact John Gardner: 384-9114

jgardner@postindependent.com