Aspen's Destination Marketing Plan

VISION: To work in conjunction with our marketing partners to promote Aspen as a premier destination in the non-winter months.

MANDATE: The purpose of the Tourism Promotion Fund is to generate funds primarily for planning and delivering tourism promotion activities on behalf of the City of Aspen. Accordingly, the marketing plan and budget contemplated shall be primarily for new strategies and activities not currently funded by the City, ACRA or other third parties.

POSITIONING STATEMENT: Aspen is the epic destination resort for travelers of all ages who seek the ultimate mountain escape. Its ideal Rocky Mountain setting and exciting resort town provide the total package of outdoor mountain fun, culture, shopping, dining and heritage that surpasses expectations.

2009 Destination Marketing Overview:

2010 Goals
- To visually illustrate Aspen as the Mind, Body & Spirit place on which it was founded and to build a consistent marketing campaign upholding those ideals.
- To show a positive increase in all of the success metrics we've identified in the months impacted by our marketing efforts: Total sales tax collections, Lodging tax collections, web visits, occupancy, PR ad equivalency, sales volumes to SAS and total actualized Group business.
- To serve as the portal for current, accurate information, the "one stop shop" for researching and booking a trip to Aspen.
- To work in a united, cohesive manner with the City of Aspen, the Aspen Skiing Company and the community members in becoming more environmentally aware in our marketing initiatives.