Tourism Association Article for Area Media

Submitted: 3/31/08

Contacts:
Jane Chaney, Gunnison-Crested Butte Tourism Association, 275-3166
Beth Buehler, Buehler Communications Inc., 349-1168

Tourism Association 101
The purpose behind the organization

Last November, the Gunnison-Crested Butte Tourism Association (TA) held focus groups with locals at both ends of the valley to gather feedback and test awareness of the organization’s purpose and efforts.  In response to the information received, the TA board created a Local Awareness Committee.  One of the tasks identified by the committee was to provide monthly articles to local media that explain the purpose, structure and functions of the TA.  This first article will address the purpose. 

How the TA was created
The Gunnison-Crested Butte Tourism Association was created in 2002 after a ballot initiative was passed to create a Local Marketing District (LMD) for the purpose of marketing Gunnison County as a tourist destination by increasing the lodging use tax from 1.9 percent to 4 percent.  The tax is paid by guests renting accommodations while staying in Gunnison County.  This situation is ideal in that tourism promotion is paid for by our visitors and not by locals.

The TA also is funded by part of the admission tax money collected by the Town of Mt. Crested Butte.

The Board of County Commissioners serves as the LMD’s board of directors, which contracts the TA annually to do the work of marketing Gunnison County to potential guests.  In July 2003, the lodging tax increase went into effect; since that date, the TA has been working to bring visitors to the valley and to build lodging occupancy and visibility for the area. 

Purpose
The TA is a 501 c-6 nonprofit corporation.  The TA’s board of directors established a vision and mission in 2003 that is used daily to direct and guide the organization’s strategic plan.  

TA VISION - Support economic stability and provide a desirable quality of life for residents with the help of community leadership and ensure goals are achieved in order to outpace our competition and be a national model for others to emulate.

 

TA MISSION - Enhance economic vitality by marketing our county as a year-round destination and foster relationships with hospitality partners to ensure a quality guest experience.

Tasks
In future articles, there will be more information about the tasks carried out by the TA.  As a brief overview, the TA promotes Gunnison County through advertising, press releases, direct mail, e-newsletters, email blasts and promotional opportunities with local tourism industry partners, the media, Colorado Tourism Office and more as well as on the web at www.GunnisonCrestedButte.com.  The TA represents Gunnison County on tourism-related boards and committees in the state, hosts media and tour operators who visit the valley, and works very closely with many local partners.

Visit www.gcbta.com to see board members, board meeting agendas and minutes, tracking statistics, Colorado tourism information and more.  Please contact the TA with questions or topics for future articles at www.wewanttoknow.info.

 

Tourism Works for All of Us!