HomeMy WebLinkAboutInformation Only 060826AGENDA
INFORMATION UPDATE
June 8, 2026
4:00 PM,
I.Information Update
I.A Wheeler Box Office 2026 Update Memo
I.B May 2026 Destination Marketing Report
Wheeler_Box_Office_Info_Only_Memo_060126.docx
May2026_DMReport.pdf
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INFORMATION ONLY REPORT
TO: Mayor and City Council
FROM: Mike Harrington, Wheeler Opera House Executive Director
THROUGH: Diane Foster, Deputy City Manager
MEETING DATE: June 8, 2026
SUBJECT: Wheeler Box Office / AspenShowTix.com Platform Update
INTENDED OUTCOME & SUMMARY: This is an update as to the status of improving
the Wheeler Opera House ticketing platform for a better customer experience. No action
is requested from Council at this time.
Wheeler staff are aware of the challenges experienced by our patrons, and we are
actively working to improve the process for both online and in person sales. An RFP for
a new ticketing platform was issued, and staff are actively reviewing the 12 complete
proposals that were received.
DISCUSSION: Staff are aware that at the recent Boards & Commissions applicant
interviews on May 4, 2026, challenges with the Wheeler Opera House ticketing platform
were referenced by one of the applicants. Staff are also aware that members of Council
have expressed frustration with the platform at various times o ver the last 18 months.
Wheeler staff had requested approval of a 2026 plan to update and redesign the
Wheeler Opera House’s website. As exploration for that update began, it became clear
that the ticketing platform should be addressed first to most effectively integrate that
with a new website. The website update is on hold until the ticketing platform path is
clear.
An RFP was published to solicit proposals that would improve customer experience,
enhance transaction security and fraud prevention, and provide infrastructure for
support and service to other Aspen cultural organizations.
NEXT STEPS: Staff are reviewing the 12 complete proposals that were received in
response to the RFP. Evaluations are expected to conclude by the middle of June, with
a preferred vendor identified by the end of June. The second half of 2026 will be used
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for platform customization, implementation, transition, and training with the launch for an
improved platform in place by January 2027. The website redesign will begin
immediately following, or perhaps somewhat concurrent, with the ticketing platform
upgrade.
ATTACHMENTS: None.
CITY MANAGER NOTES:
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May 2026 Des+na+on Marke+ng Report for Council
Destination Marketing: The finance committee approved DM’s Q1 Financials on May 13. Eliza
represented ACRA and the work of the ADMP in two webinars this month, MT2030 and Care for
Colorado Coalition. All summer advertising is live & in the marketplace. ACRA’s staff is very involved in
two subcommittees from Pitkin County regarding the 2027 Airport Closure, both communications and
transportation. Backbone Media represented ACRA at the Colorado Tourism Office’s summer media
reception on May 15. We will be hosting a sustainability press trip in early June with 4 writers
confirmed. Two new research reports will be available shortly, the Comprehensive Lodging Assessment
(formerly known as the Transient Inventory Study) and a Visitor Profile Study. Please click to view
the April Public Relations report. The Month at a Glance Data report is available here.
The group sales team is sponsoring a Destination Colorado Meeting e-blast to be sent to their database
of 10,000 planners highlighting summer meetings in Aspen. ACRA and Snowmass Tourism are
coordinating a wedding planner client event for our hotel partners to join in Vail to target and build
relationships with those area clients. Several city-wide RFPs are being analyzed and bid on for group
business in 2027 - 2028. These types of events showcase ACRA’s sales team expertise and ability to
educate planner clients on the possibilities of large groups in Aspen. ACRA represented Aspen at IPW in
the Colorado Tourism Office booth with other destinations from across the state. The booth
appointments included international tour operators, international wholesalers, and international media
interested in Aspen. ACRA participated in 35+ appointments. IPW will be hosted in Denver in 2029.
ACRA will cohost the MEX group media fam August 9 - 13 with Snowmass Tourism.
Special Events: We are less than a month away from the Food & Wine Classic, June 19-21,2026. Passes
are still available, so don’t miss this opportunity to enjoy three incredible days filled with cooking
demonstrations, wine & spirits tastings, and panel discussions! Thank you to Shelley Roy and Gretchen
Smith who are managing the F&W Volunteer Program again this year – no small task with over 500
volunteers to coordinate. All volunteer positions are all filled and we are getting all our chair volunteer
positions up to speed with seminar details. Go team!! Pass pick-up will take place at the Wheeler Opera
House. Details will be sent to you via email. We look forward to seeing you in the tents soon.
Airport Guest Services: The airport closure has come to an end and ACRA staff are back up and running
starting May 21. The flight loads are light to begin so there will be three staff daily and increasing in
June. The airport phone line was transferred to the Armory phone during the closure, and the calls were
averaging 6/day with basic questions such as parking, cars being towed, hours of operation and when
the airport will re-open. Diana did a great job managing these inquiries. The staff had a nice break but
are eager to return to assist the community and travelers as the visitation for summer begins. Staff are
also putting together an inclement weather help page for the website and the airport to assist travelers
during weather related disruptions such as high winds (summer) and snow (winter). A few airport guest
services staff joined ACRA staff for a volunteer day through Roaring Fork Outdoor Volunteers to clean up
the AABC bike path from excess shrubs. It was a fun team building event.
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Visitor Centers: The Armory Visitor Center will be closing May 22. All visitors will be directed to the
Cooper Mall Pavilion and the Wheeler. The Armory main phone line will be forwarded to the ASE ACRA
booth, and staff will continue to answer incoming questions. Diana Morrissey will continue as Guest
Service Staff at the Cooper Mall Pavilion. The staff was extremely helpful in moving literature and office
supplies out of the Armory. This summer planning includes staffing, scheduling, Food and Wine staffing,
Summer Kickoff staff training and preparations at each visitor center. Casey has gathered information
from the Aspen City Parking Department to help locals and visitors better understand parking
regulations and options to avoid violations as well as community wide summer activities to educate
staff.
Save the Date:
June 18 – Food & Wine Member Luncheon
Sales Tax Reports: As of the March 2026 Consumption Tax Report, released in May, the 2026 Tourism
Promotion Fund came in 1% above projections and 4% below 2025 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
MAY 2026
•Occupancy decreased by 9% YOY to 37.3%
•Average Daily Rate increased by 0.7% YOY to $415
•Room Nights Available decreased by 4.6% YOY
•Room Nights Booked decreased by 13.3% YOY
In April 2026, ASE saw a total of 33,234 passengers, a 20.2% decrease from April
2025. The YOY decline is largely attributed to a shift in the timing of the annual
spring closure, spanning from April 23 to May 21, 2026, compared to May 5 to June
1, 2025.
According to The State of the American Traveler from Future Partners (May 2026),
airfare cost as a travel deterrent is on the rise.
As part of the ASE Modernization Project, the Aspen/Pitkin County Airport (ASE)
will be closed from April 4, 2027 at 11:00 p.m. to November 19, 2027 at 7:00 p.m. to
undergo critical infrastructure improvements.
Aspen website top performing pages and blogs for April 2026
Blogs:
1. Everything You Need to Know About Independence
Pass (1,068 views)
2. Spring Dining Guide (926 views)
3. This Week in Aspen (628 views)
4. Hiking Around the Maroon Bells (552 views)
5. Four Pass Loop: Know Before You Go (429 views)
Pages:
1. Plan Your Trip (9,557 views)
2. Aspen Events Calendar (8,136 views)
3. Maroon Bells Reservations (5,408 views)
4. Aspen: Defy Ordinary (4,825 views)
5.Aspen Chamber (4,060 views)
o “The underperforming winter has created some pent-up summer demand to help lay an excellent foundation
for booking and revenue, with room rates looking healthy.”
o “The impact on less-affluent consumers is showing up in the data, as economy properties struggle and are
having to drop rates to hit their occupancy mark, while moderate properties are stable, and luxury properties
are booming.”
o “US GDP downgrade includes weaker-than-anticipated activity at the start of this year. More spend on
energy, means less discretionary spending and saving. Heightened uncertainty and squeezed profit margins
reduce hiring and raise the possibility of layoffs."
Sources: DestiMetrics, Blue Room Research Report & Fly Aspen Snowmass
Regional Insights and U.S. Market Review
In April 2026, Aspen's lodging
properties reported the following:
ACRA's 4 Visitor Information Centers experienced a
36.9% increase in traffic in April 2026
compared to April 2025. Staff assisted 7,613
individuals last month.
*Due to a recent change in ACRA's phone system, this number reflects only in-person and trackable
calls.
- DestiMetrics & Tourism Economics, Blue Room Research
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