Local Tourism Organizations Unite to Launch the Roaring Fork Valley Destination Alliance (RFVDA)

New Tourism Alliance aims to Support Resident Quality of Life; Promote Responsible Visitation; Develop Crisis Communications strategies

(Carbondale, Colo.) March 14, 2022 — Five Roaring Fork Valley tourism organizations have come together to launch a valley-wide tourism alliance, the first of its kind in Colorado, that will establish a unified voice for the local tourism industry with the goals of developing solutions to industry barriers and advancing destination stewardship opportunities. The Roaring Fork Valley Destination Alliance (RFVDA) will formalize and elevate existing relationships between the five established organizations to focus on activities and programs that promote responsible visitation, champion the Roaring Fork Valley as a wonderful place to live, work and play; and integrating tourism organizations into valley-wide crisis communications strategies.

The Alliance comprises of the Aspen Chamber Resort Association, Snowmass Tourism, Basalt Chamber of Commerce, Carbondale Tourism, and Visit Glenwood Springs, in partnership with the Colorado Tourism Office through the Restart Destinations Program, an industry offering that is funded by a CARES Act Recovery Assistance grant to foster long-term resilience within Colorado. Through this work, the Colorado Tourism Office seeks to serve as an extended team for Colorado destinations to prioritize and implement collaborative projects that advance statewide industry priorities.

Each community’s tourism organization recently gathered input via insights from their local residents and tourism businesses to understand how tourism priorities have shifted throughout the valley as a result of the COVID-19 pandemic. The tourism organizations also participated in a facilitated workshop to establish priority issues and common themes to address in the next 12 months. Expected priority projects the Alliance will focus on include developing educational messaging and signage for tourists on how to recreate responsibly, management of trash, and overall visitor dispersion at popular natural attractions.

“During fall 2021, each tourism organization took time to listen to residents and business owners in communities from Aspen to Glenwood Springs, and based on those findings we identified actionable items to support the areas of concern identified by the community input,” said Andrea Stewart, Executive Director, Carbondale Tourism. “While these are complex issues that require deep engagement, strategic planning, and new management approaches, the Alliance will take a leadership position in communications and advocate for positive advancements throughout the Roaring Fork Valley.”

About the Roaring Fork Valley Destination Alliance (RFVDA)

Located in the Rockies Playground region of western Colorado, the Roaring Fork Valley stretches 40 miles alongside the Roaring Fork River and the historic Rio Grande railway line. The valley represents a diverse set of tourism communities and visitor attractions, from the world-renowned ski mountains of Aspen and Snowmass Village to Colorado’s first-ever historic resort town of Glenwood Springs to the more rural destinations that sit on the Gold Medal waters of the Roaring Fork and Crystal Rivers, Basalt and Carbondale.The recently established Roaring Fork Valley Destination Alliance (RFVDA) brings together the destination organizations that manage tourism for Aspen, Snowmass Village, Basalt, Carbondale, and Glenwood Springs to collectively establish a unified voice for the tourism industry within the Roaring Fork Valley and to advance valley-wide solutions for tourism industry barriers and opportunities.

Note to Editors:
About Aspen Chamber Resort Association (ACRA)
Aspen Chamber Resort Association (ACRA) is a 501 c (6) that functions as a hybrid chamber of commerce and destination marketing organization. ACRA is dedicated to creating an environment for Aspen to thrive.

“By formalizing our history of valley wide collaboration, which we have enjoyed for many years, with the Roaring Fork Destination Alliance, ACRA is excited by the prospect of the potential achievements we can accomplish together, as we honor the interconnected nature of our valley,” said Eliza Voss, vice president of marketing, Aspen Chamber Resort Association.

About Snowmass Tourism

Snowmass Tourism is a department of the Town of Snowmass Village. The mission of Snowmass Tourism is to support the town’s economy through activities, events and programs that attract visitors and the associated spending. Snowmass wishes to be seen as welcoming, dynamic, convenient and successful and will always be responsible stewards of the environment, economy and society. When successful, Snowmass Village will have achieved the quality of life and economic vitality that will assure our future as a sustainable resort community. Snowmass Tourism is funded by dedicated sales and lodging taxes.

“The Roaring Fork Valley is a fabulous place to live, work and visit,’ said Rose Abello, Tourism Director, Snowmass Tourism “Most locals and visitors alike enjoy activities and amenities up and down the valley. It makes sense to collaborate with the other tourism organizations on shared priorities to share best practices, align messaging and more.”

About Basalt Chamber of Commerce

In addition to advocating for and empowering the small businesses in the community, the Basalt Chamber of Commerce manages the promotion and marketing of Basalt and mid-Roaring Fork Valley area. Marketing and tourism efforts are funded through a portion of the local lodging tax.

“We are fortunate that the five Roaring Fork Valley tourism organizations already have a history of working together on a variety of regional efforts - from assisting one another in crisis response during the Lake Christine Fire, the Glenwood Canyon closures and COVID, to exciting new initiatives, including the designation of the Roaring Fork Valley as an IMBA Gold Level Ride Center. Each community has varying needs and desires with respect to tourism, however there are opportunities that become more powerful and impactful when we align in our efforts, which is why the Basalt Chamber is thrilled to be a partner in the Alliance,” said Kris Materra, executive director, Basalt Chamber of Commerce.

About Carbondale Tourism

An entity of the Carbondale Chamber of Commerce, Carbondale Tourism follows the mission to create a strong tourism economy by promoting the Town by managing, developing and marketing tourism. Carbondale Tourism focuses on the core values of sustainable tourism: promote smart growth and support local businesses; take pride in the unparalleled outdoor recreation and natural assets; celebrate and preserve the small-town character and culture. Carbondale Tourism is funded by a 2% lodging tax.

“During fall 2021, each tourism organization took time to listen to residents and business owners in communities from Aspen to Glenwood Springs, and based on those findings we identified actionable items to support the areas of concern identified by the community input,” said Andrea Stewart, Executive Director, Carbondale Tourism. “While these are complex issues that require deep engagement, strategic planning, and new management approaches, the Alliance will take a leadership position in communications and advocate for positive advancements throughout the Roaring Fork Valley.”

About Visit Glenwood Springs

Visit Glenwood Springs is the tourism department of the Glenwood Springs Chamber Resort Association. Also known as The Land of Water, Glenwood Springs is where world-famous hot springs meet year-round outdoor adventures. Glenwood Springs is located at the confluence of the Roaring Fork and Colorado Rivers, 160 miles (257 kilometers) west of Denver on I-70.

“Visit Glenwood Springs is excited to more formally collaborate with the other destinations in the Roaring Fork Valley. The city’s tourism management board has recently updated its mission to align with resident sentiment and our goal of sustainable visitation - to manage marketing and responsible promotion for the Glenwood Springs area to benefit the local economy, enhance residents’ quality of life, and protect natural resources. This new alliance will better equip us to address and communicate valley-wide tourism challenges.” Lisa Langer, Director of Tourism, Visit Glenwood Springs.