THE BOTTOM RAIL

 

Since you built it...


by: Verbal Shredwright

 

Since you built it… they will come! Remember 30 years ago? Remember when the towns, resorts and corporations were all advertising, marketing and promoting snow sports, mountain biking, travel and real estate? Now fast forward to the post-covid recovery and re-launch economy where mountain real estate and destinations are still some of the most sought after and expensive locations. Those longtime locals and developers who built thriving enterprises worked hard and profited greatly from those efforts that transformed small mountain towns into world-class resort destinations.

Even after a pandemic it's no secret Colorado is still home to some of the most iconic mountain resorts and destinations… many welcoming over 1 million visitors each year. Even during the pandemic resort communities saw a surge in both real estate sales and new outdoor enthusiasts. Some longtime locals may have held out hope the pandemic would somehow turn back the clock to a time when crowds were smaller before years of successful marketing and development of their communities. But alas… as we get ready to fully re-open resort businesses and economies, let's be realistic about what we've been through and should anticipate moving forward.

The primary question is how to rebuild local tourism economies and restore the local workforce. Remember businesses weren't the only ones who lost revenues…  less visitors meant less taxes too. Perhaps cutting back on local marketing districts makes sense to some who believe it's too crowded already, but will that really reduce visitor numbers? Many locals believe that horse left the barn years ago… and isn't coming back, considering how many other entities will be advertising and promoting their presences in resort communities. Perhaps, instead of lamenting the past it would be prudent to apply what we have learned to build a better tomorrow together.

What resorts and communities should be doing is creating a more balanced model focused on more inclusive and socially responsible special event policies. If done effectively communities would have a new and effective tool to help sustain and expand community-based programs, while helping recruit and retain critical year-round expertise. Prior to the pandemic many events and promoters were disproportionately focused on their sponsors and personal profits compared to community inclusion and social responsibilities. Policies like selecting and funding a one-size-fits-all non-profit solution once a year has been exposed as nothing more than a disingenuous attempt to maintain the status quo to perpetuate systemic discrimination and social exclusion. Racial disparities are only one piece to a complicated social equity puzzle in the mountains that requires significantly more representation and inclusion of our largest under-served populations including the elderly, those with disabilities and their caregivers.

Look at the big picture and read the room before trying to "re-imagine" how to push the toothpaste back into the tube. Does anyone really think that a handful of special events will make any difference in over-all visitor traffic? Really? Even AFTER people have been pent up with social distance fatigue for a year during a pandemic… travel businesses doing everything possible to restore travel numbers and profits… hotels & restaurants returning to full capacities and wanting heads in beds… plus the increased year-round traffic due emerging and permanent work from home demographic… and new season pass marketing & promotional efforts from ski resorts who lost significant revenues last year… and that’s just for starters! Why not take the reset opportunity to help address needs in our communities exposed by the pandemic?

 

 

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