Mayor says ski resort’s cutting edge ad doesn’t fit town vision |

Mayor says ski resort’s cutting edge ad doesn’t fit town vision

As you may know, the Breckenridge Ski Resort recently ran some “cutting edge” advertisements touting Breckenridge nightlife and enticing the younger set to visit our town.

The town has received numerous telephone calls about the ads, most in opposition. Please understand that the Town of Breckenridge and Town Council are not asked to preview or approve these ads and had no input into their content or placement.

They were solely composed and approved by the Ski Area and placed months ago in targeted markets, selected as a result of their market surveys.

We do not feel it would be prudent to comment positively or negatively in the press about such corporate advertising. Any comments could be construed as divisive to our local community and could prove harmful to the essential, cooperative relationship we have established with the Breckenridge Ski Resort.

The Town of Breckenridge, through Business and Occupational License Tax (BOLT) collections, provides advertising revenues to the Breckenridge Resort Chamber (BRC). The ski area ad in question would not be appropriate to the vision shared by the BRC and the Town of Breckenridge regarding the guests we hope to attract.

The Town of Breckenridge continues to be committed to providing an inviting and comfortable atmosphere for the diverse guests who visit Breckenridge, be they families, young adults, teen-agers or seniors.

This type of advertising will not change our commitment to that goal.

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