Breckenridge looks to improve business in off-seasons
In an effort to attract more visitors to Breckenridge during shoulder seasons, the Breckenridge Convention and Visitors Bureau has created two new positions that will focus entirely on increasing those sales efforts.
The visitors bureau, the group sales division of the Breckenridge Resort Chamber, was able to create the new jobs – outside sales representative and sales coordinator – as a result of additional marketing dollars coming out of the 2D initiative, a measure approved in November that increased Breckenridge lodging tax from 2.4 to 3.4 percent.
“These new positions are one of many positive changes thanks to the recent tax initiative,” said John McMahon, BRC president and CEO. “The 1 percent tax allowed us to increase our sales force so that we can help drive shoulder season business.”
Stacy Long was named outside sales representative. Donna Horii, sales director for the visitors bureau, said Long’s job – which is based in Denver – will be to focus on markets in the Front Range the bureau didn’t have the resources to completely connect with before. Horii said Long will reach out to meeting planners in sectors like education or government, or special interest groups like quilting clubs, that can hold their conventions in Breckenridge during off-season.
“People that are not here to ski or mountain bike, or spend time in the great outdoors, but need some of the facilities that we have,” she said. “Some of those groups are budget-conscious, and come during our slow season and can afford us then.”
Long previously worked in Breckenridge as the national sales manager for Breckenridge Hospitality, and as the national sales manager for Beaver Run.
Angela Miller, new sales coordinator, will focus on raising the level of conference services and the weddings market. Horii said Miller will work with groups at their welcome receptions and let them know about the town’s restaurants, shops and activities. She will also help groups plan outings and activities before they get to Breckenridge. Miller previously worked in central reservations for the BRC.
“Her background really has given her the broad-based knowledge of everything and everybody in Breckenridge,” Horii said. “So we’re really excited to have her in that position.”
The visitors bureau was formerly run solely by Horii. She said she is happy about the expansion because it has been a challenge to reach out to potential visitors with just one person.
“This will allow us to spread out and be more impactful,” she said. “We are excited to grow the team, which is now better positioned than ever to promote Breckenridge and all it has to offer.”
Karin Bearnarth, events director for ResortQuest, said everyone in town will be excited to see more groups and conferences during the off-season.
“We think it’s absolutely terrific,” she said. “The BRC definitely sends group leads our way, and to anyone who’s a BRC member.”
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