HomeMy WebLinkAboutInformation Update 070825AGENDA
INFORMATION UPDATE
July 8, 2025
5:00 PM,
I.Information Update
I.A ACRA Destination Marketing June Report
June2025_DMReport.pdf
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June 2025 Des+na+on Marke+ng Report for Council
Des%na%on Marke%ng: Karina Keller a)ended the Digital Summit in Denver at the beginning of the month. The
Marke:ng Advisory Commi)ee met on June 4th. In collabora:on with Backbone Media and our partners Aspen One
and Snowmass Tourism we hosted the Summer Media Dinner for members of the local media on June 10th. This
event was well a)ended and well received. We hosted Tempest, the vendor for our website redesign during the
week of June 9th for a crea:ve brief and familiariza:on trip. ACRA is a member of the Public Lands and Water Forum
and is contribu:ng financially for communica:ons and outreach to ensure visitors to our local public lands are well
informed of shortages they may encounter during their visit, specifically the lack of water and limited restrooms at
Maroon Bells. The May PR report can be found here. The Month at a Glance Data report is available here.
The sales team completed a lead genera:on campaign with Strategic Database Research. There were
approximately 74 qualified prospects ranging from ac:ve leads or just new contacts with poten:al future Aspen
business. The SDR team contacted over 1,000 new contacts during the project. The team is suppor:ng several site
visits including corporate mee:ng groups, interna:onal media FAMs and the coordina:on of the wedding planner
FAM in August. ACRA represented the des:na:on at Mee:ng Planners Interna:o nal World Educa:on Congress in
St. Louis.
Airport Guest Services: This June, Art Burrows and BVK were able to complete a subtle refresh of our branding at
the ACRA booth. This included brightening the information and ACRA sign, a new updated version of the Aspen
aerial map, the Aspen Pledge, and a few other artistic additions. It gives the booth a new, clean, fresh look! The
Guest Services team is looking forward to a busy summer as the flights are back to full schedule with heavy
passenger loads. This past week (June 15-19) proved quite difficult for travelers as the winds caused many
diversions and cancellations. The team is working diligently with hotel shuttles and High Mountain Taxi to find
transportation for guests to and from ASE and to their destination.
Visitor Centers: The Guest Services Summer Kickoff Event was this past June 5th with over fifteen organizations
presenting. It is going to be a very exciting summer with many activities to experience! We opened the Armory
Visitor Center with new branding and decor as we look forward to welcoming guests to our new location. We are
also back to full summer staff and longer hours with an average of 100 visitors/day and building. We had a
wonderful Food and Wine weekend. The staff greeted many excited attendees and shared information with those
who visited the various visitor center locations as well as the ACRA booth in the tent entrance.
Sales Tax Reports: As of the April 2025 Consumption Tax Report, released in June, the 2025 Tourism
Promotion Fund came in 8% above projections and 5% ahead of 2024 collections.
Recent Press Coverage
Occupancy statistics and commentary, as well as visitor center counts, website data and air service
information can now be found on the following page in the Defy Ordinary Dashboard. All data points are
sourced from our monthly report with Blue Room Research and can be found in the Data Center on the
website.
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HOTEL
OCCUPANCY
ASE
PASSENGER
DATA
VISITOR
CENTER
COUNTS
KEY
TAKEAWAYS
WEBSITE
STATS
ACRA's 4 Visitor Information Centers
experienced a 5% decrease in traffic in May 2025
compared to May 2024 partly due to the main visitor
center’s move to the Armory and the extended airport
closure. Staff assisted 2,213 individuals this month.
JUNE 2025
In May 2025, Aspen’s lodging
properties reported the following:
•Occupancy grew 1.2% YOY to 34.3%
•Average Daily Rate decreased 10.9% YOY to $275
•Room Nights Available decreased 18.7% YOY
•Room Nights Booked decreased 17.9% YOY
ASE was closed from May 5th to June 1st for yearly airfield pavement maintenance.
With the airport only open for a few days, May total passengers were down 73% YOY, while
total passenger numbers YTD are pacing up 3.6% over last year.
Recent weather challenges, particularly high winds, resulted in a higher number of
diversions.
Aspen website top performing blogs and pages for May 2025
Blogs:
1.5 Reasons to Visit Aspen This Summer (6,4 99 views)
2.What’s New in Aspen This Summe r (3,16 8 views)
3.Hiking Around Maroon Bells (2,63 2 views)
4.After-Dark Delights: Group Friendly Activities (2,396 views)
5.Independence Pass (2,067 views)
Pages:
1.Maroon Bells Reservations (23,1 31 views)
2.Summer (15,1 52 views)
3.Maroon Bells (9, 281 views)
4.Aspen Event Calendar (8,0 82 views)
5.5 Reasons to Visit Aspen This Summer (6,4 96 views)
Regional Insights and US Market Review:
o “Economy properties outperformed moderate and luxury properties in May for the first time since mid-2024.”
o “With consumers about as sensitive as we’ve seen them since the Great Recession, we’ve returned to a clear pattern of
watching booking pace decline just about every time that Year-over-Year rates pick up any strength.”
o “Consumer confidence and sentiment are key to pricing and purchasing decisions, and with both metrics well below their
24-month averages, we’re not likely to see consistent pricing power return to travel suppliers until overall market
conditions are more stable and both these indicators return to 2024, or higher, levels.”
o “Bookings from Canadian travelers are down -55.5%, Western Europe is down -35.5%, and Mexico is down -5.4%.
Domestic Bookings are up just 1.7%.”
Source: Destimetrics & Blue Room Research Report
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