Survey helps tourism officers gauge when to hit fuel or let off on advertising and marketing

Survey helps tourism officers gauge when to hit fuel or let off on advertising and marketing
Individuals benefit from the Maroon Bells scenic space in Aspen.
Kelsey Brunner/The Aspen Instances file photograph

Do you have got some ideas on Aspen’s winter tourism? You’ve gotten two weeks left to submit your survey or chunk your tongue. 

The Aspen Chamber Resort Affiliation lately opened a survey interval for locals and guests to evaluate the group and area’s winter tourism season. 

“That is a part of the Aspen Vacation spot Administration Plan,” mentioned Eliza Voss, vice chairman of vacation spot advertising and marketing. “One among our methods is to achieve 360-degree suggestions from the group.”

Questions on the customer profile ask about trip habits, leisure, meals and beverage preferences, well being and wellness pursuits, out of doors recreation pursuits, and most well-liked locations for trip. There are additionally questions evaluating or contrasting Aspen to different mountain resort locations, corresponding to Lake Tahoe and Vail/Beaver Creek.

Individuals who work or stay in Aspen are directed to a unique survey asking a couple of myriad of way of life influences from tourism, site visitors, livability to inexpensive housing, and extra. Each surveys take between 10 and quarter-hour to finish. 

The Chamber Resort Affiliation carried out an analogous survey asking the group and guests what they considered the summer season 2022 tourism season. The survey interval was Nov. 28-Dec. 16, 2022, and resulted in 2,020 accomplished surveys. 

As of June 8, the affiliation has collected 1,000 survey responses.

The survey has been shared by means of a group marketing campaign, together with a press launch, social media, the affiliation e-newsletter, group companions, and phrase of mouth.  

By phrase of mouth, native Amy St. John, a speech therapist, took the survey for the primary time this week.

“My husband and I’ve lived within the valley for 12 years,” she mentioned. “I used to be fortunate to win a one-bedroom condominium within the employee-housing lottery, which has allowed us to remain right here.”

Amy and Seth Johns say they’ve been discovering themselves going downvalley extra usually with Aspen’s modifications in recent times.
Amy Johns/Courtesy Photograph

She mentioned she and her husband, Seth, have adjusted their habits with Aspen’s modifications in recent times.

“Over the previous 5 years, we have now considerably decreased the period of time we spend in Aspen and discover ourselves going downvalley extra usually to socialize with associates,” she mentioned. “We not often eat in Aspen, and a lot of the locations we used to frequent have closed and both haven’t been changed or changed by a high-end restaurant.”

The survey goals to trace sentiments corresponding to hers.

Jillian Standley’s colleague really helpful she take the survey. Standley is a disaster clinician for Aspen Hope and travels between Aspen and Parachute for work. She stuffed out the native’s survey.

“It reiterated how a lot there may be to do right here. I actually really feel that that is the very best space of Colorado geographically; there’s a lot extra to do and see right here in comparison with different ski cities corresponding to Breckenridge,” she mentioned. “There’s at all times one thing happening, paid occasions or free, and the world could be very welcoming and numerous for folks of all walks of life.” 

“We have been more than happy with the turnout from the primary survey spherical,” Voss mentioned. “We use this information to gauge the general public’s understanding and influence of the vacation spot administration plan, in addition to inform what initiatives we should always undertake going ahead.” 

The present hyperlink takes survey takers to this web page to fill out the correct survey.
ACRA/Courtesy Photograph

St. John had numerous ideas about tourism.

“When it comes to tourism, I believe it’s a double-edged sword,” she mentioned. “For any of us who stay right here to complain concerning the vacationers, though all of us do, we’re being hypocritical as a result of we moved to a tourism-central space and make the most of lots of the alternatives that tourism in Aspen has to supply.”

She added, “I like that I can ski world-class mountains, trip world-class trails, eat world-class meals, and see world-class music proper in our yard as a result of we’re a vacationer vacation spot.”

Her response to the survey accounted for one further issue: a child on the best way in October, forcing her and her husband to make powerful selections about residing and dealing in a vacationer vacation spot. 

“We hope for a much bigger unit within the lottery, which might permit us to remain right here,” St. John mentioned. “We even have issues about discovering little one care, as we each are planning on persevering with to work.”

A shock from the autumn survey was locals’ data of occupancy charges, Voss mentioned.

“We have been pleasantly stunned by folks’s understanding of the financial influence of tourism on our group and the connection that tourism helps assist the numerous festivals and experiences that result in quality-of-life advantages we get pleasure from as a group. Sentiment within the native newspapers would lead you to imagine folks don’t acknowledge that, and ACRA is aware of it’s essential to have the info to assist our work and the tourism business as an entire,” she mentioned. 

Additionally of curiosity in fall survey outcomes was folks’s private tolerance for tourism occupancy was according to precise occupancy, although their notion was that the town was busier. The affiliation interpreted this as the height weekends driving this impression all through the whole thing of a season. 

Voss the info will assist the Chamber Resort Affiliation pivot between advertising and marketing and administration techniques as wanted to supply a sustainable tourism panorama for residents and guests alike.   

St. John mentioned she wished there have been open-ended questions for some responses. She additionally mentioned she believed the affiliation responded to the group when there was a necessity for a pause and stopped selling tourism through the off-seasons to provide locals a break. 

“Time will inform for our household whether or not or not we’ll select to proceed to make Aspen work for us, however we have now beloved each minute we have now had the chance to stay in such a tremendous place,” she mentioned. “Certain, there are challenges to residing right here, and that has modified and advanced through the years, however day-after-day once I go away my home, I believe how fortunate I’m to stay right here.”

The present survey launched Might 30 and is out there on-line for submission till June 20. The outcomes of the second spherical of the survey shall be launched later this summer season. 

Go to right here to take the survey: