Breckenridge: Tourism marketing push paying off |

Breckenridge: Tourism marketing push paying off

The Associated Press
Aspen, CO Colorado

BRECKENRIDGE, Colo. ” A $250,000 marketing push appears to have helped soften a plunge in the town’s lodging occupancy rates this winter.

The Breckenridge Resort Chamber has been using the money on advertising and deals to lure visitors from cities including Dallas and Chicago to fill rooms, particularly in late December and early January. The winter marketing push was unusual, since the rooms typically are fully booked for the Christmas and New Year’s holidays. This winter, rooms were still available with two weeks to go before Christmas.

The town occupancy rate for December was projected to be 14 percent below what it was in December 2007, but instead it fell just 8 percent, the Summit Daily News reported. The occupancy rate for January was down 12 percent from January 2008, which was better than a projected dip of 25 percent, the newspaper reported.

“The net of it is we ended up as we said our goals were ” to make occupancy drop only half as bad as they appeared at the end of November,” said John McMahon, executive director of the Breckenridge Resort Chamber, the town’s marketing arm.

Town Councilman Rob Millisor said the marketing investment was “money well spent.”

McMahon said other factors, such as the Dew Tour in mid-December and cooperation with Breckenridge Ski Resort, also helped boost occupancy rates.

Although the occupancy rate for Presidents Day weekend reached more than 90 percent, McMahon said, it’s too early to say how the rest of ski season will look.

“All of us are really concerned about March right this minute,” McMahon said.

Support Local Journalism

Support Local Journalism

Readers around Aspen and Snowmass Village make the Aspen Times’ work possible. Your financial contribution supports our efforts to deliver quality, locally relevant journalism.

Now more than ever, your support is critical to help us keep our community informed about the evolving coronavirus pandemic and the impact it is having locally. Every contribution, however large or small, will make a difference.

Each donation will be used exclusively for the development and creation of increased news coverage.


Start a dialogue, stay on topic and be civil.
If you don't follow the rules, your comment may be deleted.

User Legend: iconModerator iconTrusted User


State issues Vail Resorts a notice of violation for 2021 fish kill

Vail Resorts has received notice of violation and a cease and desist order in the wake of a spill, which qualifies as a “discharge of pollutants,” last year from part of the Vail Mountain snowmaking system that ultimately resulted in a fish kill in Gore Creek.

See more