It recently came to my attention that I’m a cheerleader. I’m not sure the context, but for the record, I take that comment as a huge compliment.
I’m happy to be an advocate and a “cheerleader” for tourism and to beat the drum for tourism-related improvements, which help increase our sales tax base, increase our market share, increase our guest service levels and increase our tourism-related infrastructure. All of these things facilitate an environment for small business and entrepreneurs to succeed in our community.
Why am I a cheerleader for tourism? At the risk of preaching to the choir, tourism pays.
Tourism is the second largest industry in the State of Colorado. Visitors stimulate the local economy and this benefit hotels, meeting facilities, attractions, restaurants, cultural institutions, tour companies, transportation providers, local farmers and countless other businesses. Did you know:
[1] Source: Longwood International, 2011
[2] Source: Dean Runyan Associates, September 2011
As head cheerleader for the Vail Valley Partnership, we work closely with state agencies including the Colorado Tourism Office and the Colorado Office of Economic Development and International Trade to ensure the Eagle River valley voice is heard in various state-wide efforts. The Governor’s office has highlighted tourism as one of 15 focus areas to increase our economic development – which certainly benefits our community. And if you follow the news, tourism funding was almost slashed by a third in the recent state budget cycle.
The Vail Valley Partnership also works closely with regional entities, such as the Northwest Council of Governments, Eagle County, Vail Resorts, the Vail Local Marketing District, Beaver Creek Resort Company and others to help drive tourism-related projects and event recruiting efforts to increase our overnight visitation and sales tax collections.
The Vail Valley Partnership works closely with entities including the Vail Valley Jet Center and the EGE Air Alliance to increase flight service to our airport, providing increased access for second homeowners and destination guests as well as added convenience to our locals. And don’t discount the importance of a future international terminal to better serve our Mexican and South American guests. A busier airport helps increase our sales tax coffers from Gypsum to Vail (and points between) in addition to the numerous jobs created at the airport.
In addition to our tourism efforts, the Vail Valley Partnership works collaboratively with a variety of groups and associations to better serve the business community. Our Platinum Service Program is dedicated to increasing the levels of guest service. Our Merchant Alliance is dedicated to increasing the collaboration amongst various local business groups and chambers. And our other signature programs serve to increase the communication and collaboration among various segments of our business community.
As I consistently tell the Partnership team, we are relentlessly collaborative in everything we do. If being relentless in our pursuit of tourism growth and supporting the business community in the Vail Valley is considered a cheerleader, consider me guilty.
Other than being really ugly in a skirt, I’m proud to be a cheerleader for this community.
What can your business do to help? If you benefit from the Partnership’s efforts to drive tourism and increase local and regional collaboration, then get off the sidelines and join the Partnership. If you are already a member, tell your neighbors to join and help us do more here in the valley.
As always, I encourage all member businesses to get engaged with the Partnership and to contact us with any suggestions you may have to help us better serve you and for non-members to join the Partnership. Call us at (970) 476-1000 or stop by our offices in Avon at Traer Creek Plaza to share your feedback.