Biz-Opoly speaker offers tourist town advice
Businesses in high-traffic tourist towns that aren’t meeting expectations might learn from their counterparts in some of the most remote, rural areas that have found the ticket to success.
That’s the message destination business marketing expert Jon Schallert will share Tuesday with attendees at the annual Glenwood Springs Chamber Resort Association Biz-Opoly Small Business Summit at the Hotel Colorado.
The Glenwood Springs Tourism Promotion Board is sponsoring the visit by Schallert, a nationally known speaker from Denver, who will share his ideas and also be on hand for individual consultations during the event.
Tourist towns have some unique advantages, but individual businesses must find ways to set themselves apart, Schallert said Friday in a phone interview with the Post Independent.
“A lot of businesses in tourist areas are not doing everything they can to make themselves a consumer destination,” he said, adding it’s not enough to rely on the tourist market by itself.
Tourists in particular have a short attention span, and it’s important for a business to know how best not only to lure them in but to capture their attention once they’re inside.
The business itself should be a destination, which takes some work, Schallert said.
“What I try to explain is that there are businesses all over the country that are in bad, out-of-the-way locations, but are doing millions of dollars in sales in communities where you wouldn’t think that would happen,” he said.
Schallert’s advice comes from interviewing thousands of business owners over 25 years and gleaning what works for them.
“Obviously, Glenwood Springs is a really hip town, with some unique businesses and nice restaurants,” he said. “It’s the edgy, one-of-a-kind businesses that tourists flock to, but some people are better at marketing that.”
Schallert said he can also speak to getting around challenges related to such things as construction, which Glenwood Springs is facing with the Grand Avenue bridge project.
Schallert has developed a 14-step destination business strategy and consults with small business owners in more than 500 communities across North America.
“His approach causes results to happen, and he’s often called to help bring businesses back to profitability after such disasters as hurricanes, floods and global financial meltdowns,” according to a Glenwood Chamber news release about the event.
For more information about the event, visit http://www.glenwoodchamber.com/bizopoly.
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Doug Stenclik and Randy Young had a feeling that ski touring — everything from uphilling at ski resorts to more adventuresome trips to the backcountry — would surge in popularity, so in 2011 they took a chance and opened a shop dedicated to the niche sport. It paid off and they have continued to grow. This winter they teamed with Aspen Expeditions to take over retail operations at the base of Aspen Highlands.