Council gives Chamber $50K for summer campaign |

Council gives Chamber $50K for summer campaign

John Gardner
Glenwood Springs, CO Colorado

GLENWOOD SPRINGS, Colorado ” City Council awarded the Glenwood Chamber Resort Association an additional $50,000 for a summer marketing campaign to promote the city’s summer recreation amenities in Colorado’s front range market.

The Chamber already received more than $700,000 earlier in the year to cover costs of the yearly marketing campaign, which mostly promotes Glenwood during the months of April, May, September and October. The funds come from the City’s Tourism Marketing Fund.

While the chamber has not done a summer focused campaign in recent years, the Chamber’s Vice President of Tourism Marketing Kate Collins said that this type of campaign is vital to sustain Glenwood’s market shares of Front Range customers during the recession.

“We may be just fine,” Collins said. “But given the landscape of what is happening around us, this kind of tactic ensures that we protect our market shares.”

Collins said that other neighboring resort markets are also going after the Front Range markets is increasing competition from nearby resort destinations.

Mayor Bruce Christensen agreed that the summer campaign was a good idea.

“Tourism is very important to the community and we are noticing a decline right now. I think it’s very responsible on Kate and the tourism board to put a plan together to shore up what has always been kind of a given for us.”

Christensen added that it’s a good investment for Glenwood this year considering declining numbers in accommodations tax revenues and occupancy rates in January and February of 2009.

In past years, according to Collins, the summer months in Glenwood have recorded between 85 and 95 percent occupancy rates. That is why, she said, no summer campaign was needed.

“We did not want to promote something that we had limited supply for,” she said.

This year, based on a 31 percent drop in accommodations tax revenue over the first two months of 2009, Collins expects similar drops for the rest of the year. Also, Collins indicated that after some research of local hotels and motels, over the past 18 months, it’s been determined that about 30 percent of the rooms were occupied by energy and construction workers. However, that number could be as low as 5 percent currently, she said, leaving more rooms available for tourists.

The figures are calculated on about 900 out of the approximately 1,500 rooms available in Glenwood that participate in the data report.

The marketing plan calls for $12,000 to be spent on television advertisements, $20,000 on front range billboards, with the remaining money being used in other forms of print and online advertising.

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