ACRA Launches Destination Management Plan Process as Part of Five-Year Strategic Plan

Aspen, CO (June 29, 2012) — Aspen Chamber Resort Association (ACRA) announced today that they have engaged Destination Think to create and execute a destination management plan.  

The destination management plan complements ACRA’s existing five-year strategic plan and is the natural evolution of ACRA’s pivot to destination management and responsible tourism tactics which were initiated in 2018.  Destination management -  and a plan to support those tactics - is crucial in maintaining the short-term vitality and long-term sustainability of Aspen as both a tourist destination and place to live. This is not a “marketing campaign” for more tourism. ACRA’s goal is trying to keep things in balance and facilitating the conversation with the entire community is part of the process. 

 “Balancing the quality of life for the resident, while preserving the very reason people enjoy visiting Aspen is the sweet spot for destination management,” said ACRA VP of Marketing Eliza Voss.  “ACRA has engaged Destination Think to create a destination management plan for Aspen to ensure our community understands where we are, and where we want to go. The reality is Aspen has a tourism-based economy, and we must honor the interconnectedness of the impacts visitor spending has on local infrastructure.”

 As Aspen’s Destination Management organization, one of ACRA’s roles is to spearhead the process for our community by convening all the appropriate stakeholders. As an established destination, Aspen has ongoing conflicts within different sectors of the community and the very nature of the process will allow the dynamics at play to present themselves organically. 

Destination Management is an ongoing process in which the tourism industry, government, and community work together in a strong collaborative way to plan as well as to manage the present. Both residents and visitors use local infrastructure and services, so their input is valuable in developing a strong and sustainable destination. The Destination Management Plan (DMP) process brings all stakeholders together, with a mindful approach to help find harmony for our interconnected community and the document captures and presents the information, learnings, and actions. Once complete, the plan belongs to the community and local stakeholders to use as a guide to manage and invest in the destination. 

About Destination Think                                                                                                                                                                                                Over the last decade, Destination Think has risen to the pinnacle of the destination management and marketing industry, trusted by many of the world’s leading destination brands. As destination management and marketing experts, our team is helping to guide our clients through this difficult time so that they continue to thrive. Our methodologies are specifically designed for DMOs, and stakeholder engagement is incorporated into everything we do. 

We have applied our expertise to many significant projects across the world. Our strategy team developed the European Travel Commission’s long term marketing strategy along with all their NTO stakeholders. Our team also recently created the destination management plan for Bay of Plenty, bringing a new class of responsible tourism, known as regenerative tourism, to life in New Zealand. In addition, the team is also providing destination management strategic guidance to the South Pacific Tourism Organisation, and all its country-level NTO stakeholders. Destination Think’s consulting team, under the guidance of our Chief Strategist, William Bakker, has risen to provide unsurpassed strategic leadership and continues to help clients deftly navigate the industry’s current challenges.