Gondola Gossip

Event Fatigue?

What comes to mind when you think of the names Aspen, Breckenridge, Vail, etc... Quiet retirement communities or world-class resort destinations? How you answer may influence your opinion if there are too many events or not. After all… most locals acknowledge climate change is a real issue and that means options other than snow will be necessary to drive the resort economies. So, how are you supposed to put heads in beds without events and attractions? I don’t hear anyone saying there are too many powder days… or businesses saying they are making too much money. Do you? Every local has come to expect weekends and holidays to be crowded, especially during the winter. Maybe the problem isn't really event fatigue but the wrong expectations of a handful of squeaky wheels or maybe it's just the wrong events?

First, it is important to point out not every mountain town is created equal, with the same audiences, facilities and event cycles. But, the increasing number of travelers and prices do impact the majority of locals and visitors alike in popular resort destinations. We would all be naïve if we discounted the importance and impact of tourism on the state and local economies and property values. It seems a small number of disgruntled and vocal locals who complain about events and crowds are really trying to find a way to put the toothpaste back in the tube at this point.

The idea of event fatigue doesn't seem to apply to the same weekly markets and local music over and over does it? And if these events happen every week then the only way to grow and include other music and attractions is to add more events to the calendar.  Unless… you propose eliminating duplicate and similar events of local promoters who have had those dates monopolized for years? Good luck with that. Perhaps events, target audiences and facilities need to be evaluated and managed more effectively and efficiently for the challenges of today. Unless… you propose getting rid of all free events for locals, because there are too many events in some opinions?

Instead let's consider a more realistic compromise. Sometimes it's not too many events that is at the heart of the issue… it’s the types of events. Some events are annual traditions and they will include crowds, parades and road closures like it or not. But times have changed… property values and tax revenues grew along with the crowds.  Unfortunately, events and promoters have been slow to change with the times and needs of the community. The event landscape is dominated by one-day and FREE events closing down streets without the needed return on the investment.

One example are bike races. Back when the roads were not packed with vehicles coming and going these were great opportunities. But, today big sponsorship, lodging and hospitality spending are necessary to move the needle. Remember the original purpose of having events was to bring people to spend money at local businesses. Sad but true, today's mountain town rents and bills are not going to be paid by free events with small local audiences and visitors filling water bottles and camping outside of town. So events benefiting a select few have to be weighed against the over-all economic impact to all sectors of the local business community.

It seems the focus is too often on events driven by public consumption and vendors that are competing with our local bars, restaurants and retailers instead of complimenting them. Annual food and beverage festivals should be more than enough, but it seems there are far more beer, wine and liquor events promoting intoxication over the destination. Perhaps these are the crowd and noise elements that could be managed more effectively? Local businesses and employees should not be forced to pay extra to participate or have to compete with out of town vendors and distributors every weekend. Maybe there is some expense fatigue too. Common sense may dictate striking a balance between fresh ideas and modern event strategies to compliment established events and long-time traditions creating a modern recipe for event success.