Referendum 2A – a boon to all citizens | AspenTimes.com

Referendum 2A – a boon to all citizens

Dear Editor:

My family and I have lived in Aspen since 1976 and I’ve owned my communications business in Aspen for almost 20 years. I have been part of many marketing campaigns, have lived through more than one economic downturn and strongly believe that approval of Referendum 2A (the lodging tax) is vital because it will benefit all of us. Voting “yes” on Referendum 2A is the responsible thing to do, especially now in these challenging economic times. Why?

1. Because of the trickle-down effect. It is proven that increased marketing dollars affect the bottom line. For every dollar the Colorado Tourism Office spends advertising the state, domestic visitors spend $193. The return on investment for tourism advertising and promotion spending is 13-1 for state and local taxes generated. Increased marketing efforts will help drive visitors to local businesses and create job opportunities. We have a tourism economy, so that means, we all benefit.

2. Because it’s effective. The money spent to generate publicity pays off big time. It creates vital third party credibility. You can’t buy that kind of value.

3. Because the funds come from a 1 percent lodging tax paid by individuals. This is not public money. We should listen to the lodges. They support this tax, and of all people, they know their guests best.

As a chamber board member and a member of the marketing committee for over 10 years, I see first-hand what Julia Theisen and Debbie Braun and their staff can do with a small budget. We are lucky to have such professional and strong leadership. They do a lot with a little. And it works.

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Support local businesses. Support your future. Please vote “yes” on Referendum 2A!

Jeanette Darnauer

Aspen

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