Colorado tourism not just ski­ing

The Denver Post - - OPINION - Re: Al White,

“Idea for Bron­cos sta­dium name,” Dec. 12 let­ter to the ed­i­tor.

Let­ter-writer Bryan Whit­ing con­tends that Colorado tourism could best ben­e­fit from nam­ing our foot­ball sta­dium “Colorado Ski Coun­try Sta­dium” and pay for it with money from the state’s tourism pro­mo­tion bud­get as well as money from eco­nomic de­vel­op­ment and a Bron­cos ticket price in­crease. I ap­pre­ci­ate his ef­fort to boost the ski in­dus­try in Colorado, as I’m sure all of the ski re­sorts do. How­ever, ski­ing rep­re­sents less than 20 per­cent of over­all tourism spend­ing in Colorado, and fo­cus­ing only on ski­ing would be short­sighted.

Whit­ing fur­ther states that Colorado can’t af­ford to mar­ket our­selves na­tion­ally. In fact, the Colorado tourism of­fice has a very ro­bust na­tional mar­ket­ing cam­paign (the “Come to Life” cam­paign) that re­turned $636 in tourism spend­ing in Colorado for ev­ery mar­ket­ing dol­lar spent in 2015 (re­search from Strate­gic Mar­ket­ing and Re­search In­sights).

Tourism in Colorado is much broader than just ski­ing.

Fraser The writer is for­mer di­rec­tor of the Colorado Tourism Of­fice.

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