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Marketing madness

EDITORIAL

Minds are at work in Breckenridge about ways to refine and bolster efforts to market the town.Town officials have convened a marketing advisory committee in the wake of a year that saw much hand-wringing over a possible new marketing sales tax and a lift ticket tax. Both ideas never got near the ballot box.But all of the talking rekindled an anxiety surrounding how public money, about $800,000, is currently employed through the auspices of the Breckenridge Resort Chamber. The concerns are whether it’s not enough, or if it is, is it going in the right directions. At this point, the committee has just begun the requisite head scratching.For sure, most would like to see more destination visitors, especially in the slower periods of the year, and the slower part of any week, Monday through Wednesday.One perception expressed at a recent meeting was that high-end Aspen-Snowmass is not a competitor. We’d caution against complacency on that one. Reports out of the Roaring Fork Valley are that the high end is not working for Aspen-Snowmass, that Aspen Skiing Co. senior vice president David Perry wants his resort community to aim for the youth market.The youth market happens to be a strong suit for Breckenridge and all of Summit County.The Breckenridge group, so far, has spent little time thinking about the town’s place in Summit County and another fledgling effort fostered by the Summit County Chamber of Commerce to revive the Summit County brand. That kind of thinking is still very tricky business in a county of four world-class resorts and three ownership groups. Aspen-Snowmass doesn’t have that problem. Once somebody hits the upper end of the Roaring Fork Valley, it doesn’t matter which of the four mountains get the business because the Skico owns all four.For all of this, it’s important to remember Breckenridge is dealing from strength. The historic town with its wonderful historical and public recreational amenities complement the on-mountain experience in a partnership unrivaled in the state.According to Colorado Ski Country USA, the resort town is ranked first in best for teens, fourth in best for singles, third in best for families, third in best for overall experience, third in best for snowboarding, seventh in best value and fifth for best for persons older than 50.If this were a stage race such as the Tour de France, those kinds of finishes would win the thing.


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