Colorado tourism not just skiing
“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.