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Strategic Plan

Our Story: 

The Aspen Chamber Resort Association (ACRA) is a non-profit organization dedicated to supporting the business community and enhancing the visitor experience.  The ACRA is a unique blend of a traditional chamber of commerce and a visitors' and convention bureau made up of approximately 750 local businesses, a strong, diverse board of directors, and a dedicated staff.

The ACRA Vision: 

Creating an environment for Aspen to thrive.

The ACRA Mission:

Attract visitors to the resort, foster a dynamic Aspen experience, and provide valuable member benefits to support a sustainable local economy.

ACRA Guidelines:

  • Tell our story powerfully, both as a community and as an organization.
  • Continually listen to our membership and community.
  • Set realistic operational and financial goals.
  • Actively participate in planning for the future of our community.

Our Function focuses on uniting our four primary tools to support Aspen's business community:  

Destination Marketing and Group Sales - The Aspen Chamber is contracted by the City of Aspen to manage the destination marketing funds which are generated by a local lodging tax. The destination marketing program promotes Aspen as a premier year-round destination for both leisure and group visitation. The integrated campaign includes online & print advertising, print collateral, social media, retention marketing, group sales initiatives and public relations. We work collaboratively with Stay Aspen Snowmass, our central reservations agency, local lodges, and tourism partners to drive business to Aspen.   

Membership - The ACRA provides member businesses with marketing and advertising support, quality networking opportunities, referrals, and discounts on insurance and recreational benefits.  We provide a voice on behalf of the business community; speaks out on local topics that are important to business interest.

Special Events - The ACRA works to create and attract special events that draw local, regional and destination visitors to Aspen.  We're proud to host nationally recognized events like the FOOD & WINE Magazine Classic in Aspen, our annual WinterskölTMCelebration, and local favorites like the Old Fashioned Fourth of July and the Arts Festival.

Visitors' Services - The ACRA operates four information centers year-round that welcome over 175,000 visitors to Aspen and provides referrals to local business and services.  The staff performs multiple services including distribution of resort and community information, socio-economic, demographic, and statistical information. 

Comprehensive Strategic Plan
This Strategic Plan serves as the roadmap for the Aspen Chamber Resort Association. It provides a framework and philosophy for Board governance and staff management of our organization. For the complete Public Affairs Strategic Plan, download the below pdf. 

Strategic Plan 2017 

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Click here to download.

4th of July Parade Waiver

2018 ONLINE REGISTRATION IS NOW CLOSED 

IMPORTANT PARADE INFORMATION

PARADE STARTING/STAGING: The parade will begin at 11:00am. Parade positioning is “first come, first serve” and line up begins no earlier than 10:00am. There is no entry fee and the parade is open to the public. All 5 lanes of Main Street, from Aspen Street to 2nd Street, will be closed to all traffic & designated for parade staging only. Power is not provided in staging area and remember generators do need gas.

PARADE ROUTE: The parade will start East on Main Street. It will turn South onto Hunter Street, then West onto Cooper Avenue. The parade will continue West on Cooper Avenue to Galena Street. At Galena it heads North for 2 blocks before turning West onto Hopkins Avenue. The parade will continue South on Mill then West on Hyman Avenue. Parade participants will be directed to disperse at Hyman and Monarch Street.  PARADE JUDGING: Parade judging will take place in front of the Hotel Jerome. Participants will be limited to 1 minute or less for any performances in front of the judges. Security will be onsite monitoring all entries to help prevent gaps in the parade route. Recognition will be awarded to the best entries in the following categories: 

Most Patriotic | Most Humorous | Best Animal | Best Music | Most Outrageous | Best Children’s  

PARADE REMINDERS:  

  • Consumption of alcohol is prohibited during the parade.
  • Candy, favors, etc. should not be thrown from your float/vehicle during the parade. This is for the safety of the spectators and to prevent children from running out into the street. 
  • Water balloons will not be permitted. According to city ordinances, those caught throwing balloons will be removed from the parade and could face citations and/or arrests. 
  • All parade entries must be in “good taste” and will be allowed in the parade per the director’s discretion. 
  • Maximum height restriction for any float entry is 13’5”.

 

The undersigned organization has elected to participate in the Fourth of July parade sponsored by the City of Aspen and Aspen Chamber Resort

Association (“ACRA”). In consideration for City of Aspen and ACRA allowing the undersigned to participate in the festivities, the undersigned has read, understood, and willingly agreed to the terms of this INSURANCE LIABILITY AGREEMENT and WAIVER AND INDEMNITY AGREEMENT (collectively referred to herein as “RELEASE”).

INSURANCE LIABILITY AGREEMENT

                                    Participants are required to carry insurance adequate to cover any liability for damage, injury, economic loss, or other

liability that may be incurred by individuals and/or organizations during the Fourth of July parade. All participants agree to carry such insurance, and also agree not to submit any claim against the insurance of City of Aspen, ACRA and/or any other sponsors of the parade, their officers, directors, agents, shareholders, employees, or anyone else directly or indirectly connected with production of the parade.

WAIVER AND INDEMNITY AGREEMENT

                                         The undersigned understands the potential dangers that could be encountered in participating in the Fourth of July

parade. The dangers include, among other things, dangers relating to vehicular and pedestrian traffic; crowds of persons in close proximity to such traffic; animals that may react unpredictably in a parade environment; celebration and recreational activities; loud and unexpected noise; items that may be thrown to and from the crowd in connection with the parade; and other dangers traditionally associated with parades.

      Understanding those risks, the undersigned for itself and for all persons who the undersigned invites or allows to participate in the parade with the undersigned, does hereby agree to indemnify, hold harmless, and release City of Aspen, ACRA and/or any other sponsors of the parade, their

officers, directors, agents, shareholders, employees, and anyone else directly or indirectly connected with production of the parade from any and all

liability, claims, demands, actions, or rights of action (including attorneys’ fees and costs) that are related to or are in any way connected with the

undersigned’s participation in the parade. By signing this RELEASE, the undersigned intends to extinguish any and all liability and to indemnify against any loss on the part of City of Aspen, ACRA and/or any other sponsors of the parade, their officers, directors, agents, shareholders, employees, and anyone else directly or indirectly connected with production of the parade for any injury or damage of any nature (without regard to negligence or fault) to the undersigned and to all persons who the undersigned invites or allows to participate in the parade.

                                      The undersigned warrants and represents that it will not invite or allow any person to participate in the parade unless

such person is bound to the terms of this RELEASE. To that end, the undersigned agrees that it shall take any steps necessary to secure agreement of such persons to the terms of this RELEASE, and that it shall be deemed a responsible person within the meaning of C.R.S. § 13-22-107 and § 19-1103(94) for all children who the undersigned invites or allows to participate in the parade.

SUBMISSION OF APPLICATION

   I am the official representative of the undersigned organization. On behalf of the organization, I acknowledge our responsibilities as set forth above. I also accept on behalf of the organization all of the terms and conditions of this

INSURANCE LIABILITY AGREEMENT and WAIVER AND INDEMNITY AGREEMENT.

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