Everything you need to know about ACRA’S shift to Destination Management

In July 2021, ACRA began a seven-month long engagement process facilitated by Destination Think. The Aspen Destination Management plan aims to protect the quality of life for our residents and preserve the very reason people enjoy coming to Aspen. The plan builds from and accelerates ACRA’s successes from the shift to destination management. As a community plan, developed from resident and stakeholder input, it will require action across institutions and partner organizations. Read below to learn more about this exciting shift in our Aspen community.

What is Destination Management?

Destination management is about protecting quality of life for our residents, while preserving the very reason people enjoy coming here. Our community is a mature destination, and our residents understand our roots as a tourist destination, but we are looking to find harmony between the two, so that Aspen can be a sustainable destination into the future. We started with a move towards responsible tourism tactics in 2018, focusing on visitor facing education and dispersion tactics and now it is really time to engage residents.

Why Now?

It is a pivotal time in the travel industry. Tourism and its impacts have grown globally in the past few decades, destination marketing organizations (DMOs) that were just focused on marketing have been left behind. As a sophisticated destination it’s crucial that we avoid a residential rebellion that we are seeing and hearing about in other places.

The COVID19 pandemic really highlighted the need to diversify our economy and create resilience as we look to the future. Twenty-one years ago, the first lodging tax passed and ACRA was given the directive to increase summer tourism. Within the past decade we shifted to promoting the shoulder seasons and mid-week visitation.

Once again it is time to evolve and see how we can build resilience and sustainability into our economy and quality of life. ACRA has a five year strategic plan, which began in 2020. Destination Management Planning is part of that strategic plan, and we are thrilled to be starting work on this project, one we have frequently spoken about internally.

The Three Pillars Identified in the Plan:

• Address Visitor Pressure

• Enhance the Aspen Experience

• Preserve Small-town Character

Under each pillar, there are strategic priorities that have been recommended by Destination Think to help us move forward to address the community-identified challenges that Aspen faces. We will take on a lead, advocate, or partner role on such issues as enhanced visitor education, improving the resident and visitor experience, catalyzing sustainable choices and diversifying visitor markets.

In addition, ACRA is working to translate these strategies into a creative framework which will encapsulate the Defy Ordinary brand promise and reflect the sentiment that our residents have been heard, and we are taking meaningful action to address their deepest concerns.

Click here to learn more about each pillar.