{"id":2458321,"date":"2020-05-11T22:15:00","date_gmt":"2020-05-12T04:15:00","guid":{"rendered":"https:\/\/www.aspentimes.com\/?p=325588"},"modified":"2020-05-11T22:15:00","modified_gmt":"2020-05-12T04:15:00","slug":"aspen-electeds-reluctant-to-open-economy-but-approve-500k-loan-for-marketing","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/kspn\/local-news\/aspen-electeds-reluctant-to-open-economy-but-approve-500k-loan-for-marketing\/","title":{"rendered":"Aspen electeds reluctant to open economy but approve $500K loan for marketing"},"content":{"rendered":"<figure class=\"wp-block-image p402_hide\">\n<div class=\"caption-container\">\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"681\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2019\/10\/AspenCityHall-3-1024x681.jpg\" class=\"attachment-large size-large wp-post-image\" alt srcset=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2019\/10\/AspenCityHall-3-1024x681.jpg 1024w, https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2019\/10\/AspenCityHall-3-300x200.jpg 300w, https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2019\/10\/AspenCityHall-3-768x511.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"><\/p><figcaption><strong>Aspen City Hall.<\/strong><br \/><em>Aspen Times file photo<\/em><\/figcaption><\/div>\n<\/figure>\n<p class=\"STND-STND BodyText\">As Aspen\u2019s elected officials voiced their reluctance to reopen the local economy in favor of public health and safety, City Council on Monday agreed to loan the chamber of commerce $500,000 for its new marketing plan in a COVID-19 world.<\/p>\n<p class=\"STND-STND BodyText\">The loan will match the $500,000 the <a id=\"N0x14af580N0x14514c0:N0x14af580N0x1571100\" href=\"https:\/\/www.aspenchamber.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aspen Chamber Resort Association<\/a> is pulling from its reserves for its \u201crestorative destination marketing\u201d plan.<\/p>\n<p class=\"STND-STND BodyText\">\u201cWe are bringing this forward with the community in mind,\u201d said Eliza Voss, the director of marketing for ACRA. \u201cWe don\u2019t want Aspen to fall off the map.\u201d<\/p>\n<p class=\"STND-STND BodyText\">ACRA\u2019s strategic plan provides a road map for phased recovery, based on local public health orders, which restrict commerce and gatherings to slow the spread of COVID-19.<\/p>\n<div class=\"row\">\n<div class=\"col\" readability=\"6\">\n<div class=\"row at-donation at-donation-mobile p-0\" readability=\"7\">\n<div class=\"col-xl-4 p-2\">\n<div data-bg=\"url(https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/03\/AT-logo-white.png)\" class=\"p-0 mt-2 mb-2 h-75 text-center rocket-lazyload\">\n<p><img decoding=\"async\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/03\/AT-logo-white.png\" class=\"logo m-0 p-0 invisible\"><\/p>\n<\/div>\n<\/div>\n<p><h3 class=\"d-inline mr-3\">Support Local Journalism<\/h3>\n<p><button class=\"btn d-inline\" type=\"button\" onclick=\"handleDonationButtonClickMidArticle()\">Donate<\/button><\/p>\n<\/div>\n<p><\/div>\n<\/div>\n<p class=\"STND-STND BodyText\">\u201cThis is the easiest decision that I\u2019ve had to make in the last eight to 10 weeks,\u201d said Councilman Ward Hauenstein during a <a id=\"N0x14af580N0x1451520:N0x14af580N0x1571340\" href=\"https:\/\/d3n9y02raazwpg.cloudfront.net\/cityofaspen\/fe4bc30b-90b8-11ea-a2af-0050569183fa-da76106a-2e02-4fe6-bbb2-ae71e53e957b-1588893693.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">work session Monday<\/a>.<\/p>\n<p class=\"STND-STND BodyText\">He added, however, that council and others involved in the response to the COVID-19 crisis are in the \u201cimpossible position of saving businesses and saving lives.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Mayor Torre said he was concerned that the community is entering the great unknown with the spread of the novel coronavirus, and the messaging should be focused on visitors cooperating with social-distancing protocols.<\/p>\n<p class=\"STND-STND BodyText\">\u201cI don\u2019t think Aspen is going to fall off the map,\u201d he said, adding that he predicts the resort community will be even more desired in a post-COVID-19 world. \u201cI want the message to be Aspen is the safest, the cleanest and the most enjoyable.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Prior to agreeing to the loan and the marketing plan for ACRA, council members expressed concerns about opening parts of the local economy per the current plan by the Pitkin County Board of Public Health, which is considering easing <a id=\"N0x14af580N0x1451580:N0x14af580N0x1571610\" href=\"https:\/\/www.aspentimes.com\/news\/pitkin-county-board-open-restaurants-soon\/\">restrictions on restaurants and lodging later this month<\/a>.<\/p>\n<p class=\"STND-STND BodyText\">Councilwoman Rachel Richards said the county does not have a plan in place for testing and contact tracing, or funding its \u201cbox it in\u201d strategy.<\/p>\n<p class=\"STND-STND BodyText\">She and other council members have asked members of the county\u2019s public health team to be available for its next work session May 18 to answer questions and explain their strategy for reopening the economy.<\/p>\n<p class=\"STND-STND BodyText\">Councilwoman Ann Mullins said she believes that opening more of the economy is premature.<\/p>\n<p class=\"STND-STND BodyText\">She wants to see what the data show of whether increased cases occur after the recent public health order allowed <a id=\"N0x14af580N0x14515e0:N0x14af580N0x15718e0\" href=\"https:\/\/www.aspentimes.com\/news\/pitkin-countys-eased-restrictions-saturday-include-retail-stores\/\">retail stores to open this past weekend<\/a>.<\/p>\n<p class=\"STND-STND BodyText\">\u201cLet\u2019s see what happens in the next three weeks,\u201d she said. \u201cOnce we start bringing in visitors that is going to have an impact on us.\u201d<\/p>\n<p class=\"STND-STND BodyText\">In her opening remarks, City Manager Sara Ott said the community should expect a much different Independence Day celebration, with likely no parade and no crowds lining the streets.<\/p>\n<p class=\"STND-STND BodyText\">The Saturday Farmers Market also will be drastically different, and will have to follow public health orders of limited gatherings, which by the summer could be 25 or 50 people.<\/p>\n<p class=\"STND-STND BodyText\">At the outset, the market may be limited to just fresh produce and no social gathering activities like live music, Ott noted.<\/p>\n<p class=\"STND-STND BodyText\">Also, paid parking will likely go back into effect June 1, as the majority of the downtown core\u2019s 700 spaces are currently being used as people take advantage of it being free.<\/p>\n<p class=\"STND-STND BodyText\">But going back to paid parking will be done in phases, Ott said, adding that perhaps the parking garage will remain free and so will residential zones for a while.<\/p>\n<p class=\"STND-STND BodyText\">The city also is looking at ways to open the streets to give retailers and restaurants more space to operate and maintain social-distancing protocols.<\/p>\n<p class=\"STND-STND BodyText\">Ott said questions will be posed to the public later this week about expanding areas in the downtown core to allow for outdoor dining and social gathering spaces on its <a id=\"N0x14af580N0x1451640:N0x14af580N0x1571df0\" href=\"https:\/\/www.aspencommunityvoice.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">aspencommunityvoice.com<\/a> homepage.<\/p>\n<p class=\"STND-STND BodyText\">Last week, Breckenridge Town Council gave the <a id=\"N0x14af580N0x14516a0:N0x14af580N0x1571f10\" href=\"https:\/\/www.summitdaily.com\/news\/breckenridge-considers-pedestrian-only-main-street-to-allow-for-outdoor-restaurants-and-retail\/\" target=\"_blank\" rel=\"noopener noreferrer\">go-ahead for planning to close Main Street<\/a> to allow more space for pedestrians and outdoor restaurant seating, according to the Summit Daily News.<\/p>\n<p class=\"STND-STND BodyText\">ACRA\u2019s tourism recovery marketing plan is designed to build upon the successes of previous steps taken by decision-makers to open Aspen\u2019s economy.<\/p>\n<p class=\"STND-STND BodyText\">The short-term plan includes a summer version of Winterskol, also known as \u201cSummerskol.\u201d<\/p>\n<p class=\"STND-STND BodyText\">The marketing campaign is focused on driving business into town, pointing out ways to spend local and offering promotions for dining out, retail shopping, arts and culture pop-up events, and kids and family activities.<\/p>\n<p class=\"STND-STND BodyText\">The mid-term vision is centered around education and communication, sending the message to visitors that Aspen is a leader in safety and what measures are in place, as well as expanding ACRA\u2019s \u201chow to\u201d campaign, which will include what travel here looks like during the COVID-19 crisis.<\/p>\n<p class=\"STND-STND BodyText\">ACRA will offer videos of what dining, shopping, lodging and recreating look like in the \u201cnew normal\u201d of Aspen.<\/p>\n<p class=\"STND-STND BodyText\">The resort association also will provide marketing help for businesses in order to amplify the promotion of Aspen, since many had to cut their marketing budgets. ACRA also plans to provide resource kits that have information like what businesses are open, any events that may be taking place and other key messages.<\/p>\n<p class=\"STND-STND BodyText\">The long-term plan zeros in on the visitor experience, offering guests gift cards at check-in that can be used at local restaurants, shops and activities.<\/p>\n<p class=\"STND-STND BodyText\">That plan also connects local guide companies to hotel guests so visitors can experience the outdoors.<\/p>\n<p class=\"STND-STND BodyText\">ACRA will be providing face coverings for guests through a partnership with a local company, Corbeaux, and will hand out <a id=\"N0x14af580N0x1451700:N0x14af580N0x15724b0\" href=\"https:\/\/www.aspentimes.com\/news\/local\/thats-the-spirit-woody-creek-distillers-shifts-focus-to-sanitizer-during-crisis\/\">hand sanitizer made from Woody Creek Distillers<\/a>.<\/p>\n<p class=\"STND-STND BodyText\">People who will be targeted in the long-term campaign include second-home owners, frequent guests and first-time visitors in regional drive and direct-fly markets.<\/p>\n<p class=\"STND-STND BodyText\">The campaign will be rolled out through paid target advertising, website content, social media, local influencer collaborations, public relations and group sales tradeshows and sales missions.<\/p>\n<p class=\"STND-STND BodyText\">The city\u2019s $500,000 loan will be partially achieved by accessing the $300,000 held in reserve within the city\u2019s 130 Tourism Promotion Fund. The fund is supported by three-quarters of the 2% lodging tax and, under current forecasts, will see new revenue fall short of last year\u2019s collections by 40%, according to City Finance Director Pete Strecker.<\/p>\n<p class=\"STND-STND BodyText\">The remaining $200,000 will come out of the city\u2019s general fund, and will be allocated as part of the <a id=\"N0x14af580N0x1451820:N0x14af580N0x1572780\" href=\"https:\/\/www.aspentimes.com\/news\/aspen-electeds-make-historic-vote-for-5m-covid-19-emergency-relief-stimulus-package\/\">$6 million relief and recovery package that council approved last month<\/a>.<\/p>\n<p class=\"STND-STND BodyText\">In 2009, the city <a id=\"N0x14af580N0x1451880:N0x14af580N0x1550270\" href=\"https:\/\/www.aspentimes.com\/news\/aspen-will-loan-400k-to-acra-for-marketing\/\">loaned ACRA<\/a> nearly $500,000 during the <a id=\"N0x14af580N0x14518e0:N0x14af580N0x1550300\" href=\"https:\/\/www.aspentimes.com\/news\/reflecting-on-2009-in-aspen\/\">Great Recession<\/a>. It was paid back within five years at zero interest.<\/p>\n<p class=\"STND-STND BodyText\">Voss said the marketing plan is centered on \u201ckeeping the dream of travel alive\u201d and asks people what they miss about Aspen.<\/p>\n<p class=\"STND-STND BodyText\">She said she recognizes that ACRA will have to be flexible as conditions continue to change in a constant state of flux with the virus and the resulting economic crisis.<\/p>\n<p class=\"STND-STND BodyText\">\u201cIt\u2019s definitely a delicate balance of starting the economy and public health,\u201d Voss said.<\/p>\n<p class=\"STND-STND BodyText Tagline\"><a href=\"mailto:csackariason@aspentimes.com\">csackariason@aspentimes.com<\/a><\/p>\n<p> <a href=\"https:\/\/www.aspentimes.com\/news\/aspen-electeds-reluctant-to-open-economy-but-approve-500k-loan-for-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">via:: The Aspen Times<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aspen City Hall.Aspen Times file photo As Aspen\u2019s elected officials voiced their reluctance to reopen the local economy in favor of public health and safety, City Council on Monday agreed to loan the chamber of commerce $500,000 for its new marketing plan in a COVID-19 world. The loan will match the $500,000 the Aspen Chamber [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[49],"tags":[],"class_list":["post-2458321","post","type-post","status-publish","format-standard","category-local-news"],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-08-17 17:20:56","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"KSPN The Valley&#039;s Quality Rock","distributor_original_site_url":"https:\/\/alwaysmountaintime.com\/kspn","push-errors":false,"_links":{"self":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2458321","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/comments?post=2458321"}],"version-history":[{"count":0,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2458321\/revisions"}],"wp:attachment":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/media?parent=2458321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/categories?post=2458321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/tags?post=2458321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}