Kara Stoller: Working to find balance | SteamboatToday.com

Kara Stoller: Working to find balance

The Steamboat Springs Chamber Resort Association encompasses numerous programs and initiatives with the overarching goal of sustaining a balanced, year-round economy here in the Yampa Valley. One facet of that effort is to influence visitation to the area, in partnership with the city of Steamboat Springs.

Our marketing campaign aims to evenly disperse our visitors throughout the non-ski season months. We have heard from the community and seen in our data that July and August are now peak time periods, with events taking place nearly every weekend.

With that in mind, we have revised our marketing strategy the past few years. In 2015, our destination marketing campaign maintained efforts to bring guests to town from May through September, with a slight shift to have a greater impact on the months of June and September. Moving forward, our 2017 campaign was created with late May, June, September and October as the only focus of our media buy, with an even split toward early summer and fall.

Our team works diligently to maximize resources to create the strongest return on investment for our community. Research data, travel trends and anecdotal information collected on an annual basis helps guide the Chamber marketing committee and staff as we determine the most effective strategy.

In addition to transforming the marketing campaign to support manageable business growth, the Chamber is undergoing an organizational evaluation to ensure we adapt to current and future community needs. This effort has been in the works for the past five months, and during the past few weeks, we have had the chance to listen and gather the top priorities from many throughout the community. We received feedback from nearly 300 people through an online survey, focus groups and individual meetings, which will help us determine the role of our organization moving forward.

As we evolve to best support the community, we will seek a balance of growth and opportunity that equates to economic vitality and exceptional quality of life in this valley we call home.

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Kara Stoller is chief executive officer of Steamboat Springs Chamber Resort Association.

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