I read on Forbes.com via the AP about the debate in Aspen concerning a potential marketing message that Aspen is indeed affordable. As a travel consultant and marketing professional, let me let all of you in on a secret, Aspen is indeed affordable and this fact should be publicized.
While I understand the desire of some to continue to assume Aspen is a playground of the rich and famous, the reality is, there is a lot of competition out there. Concerning winter sports, within 800 miles you have Deer Valley, Vail/Beaver Creek, Jackson Hole, Telluride and Incline Village, all catering to the deluxe client. Not to mention competition from the Alps i.e. St. Moritz, Zermatt, Klosters, Cortina and so forth.
As mentioned, I consider Aspen affordable. I have advised clients, with the diversity of lodging options in the Town of Aspen, there are hotels and flats from economical to luxury, all within walking distance of the slopes. I cannot say the same for Vail, Beaver Creek or Deer Valley (again, within walking distance of the slopes).
Many may forget The Gems of Aspen Marketing Program when small hoteliers and lodges banded together to market each other as the Aspen of “yesteryear” including affordable accommodations, ski resort charm and in many respects the opposite of the St Regis (formally Ritz-Carlton) and The Little Nell. It was a successful program until a few of the properties were razed for redevelopment. BTW: many of us enjoy Aspen for the charm of the town, the challenging trails on Ajax and a burger and a beer with locals. Not all of us are residing at The Little Nell and dining at Montanga.
Concerning affordability and the possibility of attracting the “incorrect client”, tourism leaders I beg you, take a walk around Aspen. Do you see the many retail vacancies? May I suggest, this is tax revenue disappearing. Do you see the high-end restaurants with empty tables? Again, tax revenue and local employment evaporating. It is a nasty cycle.
Officials, please note Aspen is a destination resort. Day- trippers from the Denver Metro area will not inundate you; it’s just to far a drive. They are heading to Vail with their Epic Pass anyway.
Those vacationers who will be coming to Aspen will be booking multi-night visits and generating revenue i.e. dinners out, grocery shopping, breakfast at The Log Cabin and maybe, just maybe dropping a few dollars at the remaining retail stores.
During flush economic times, we all desire to be “in the luxury market” based on revenue generation. Times have changed and the worldwide zeitgeist concerning wealth has been revised. While I am not suggesting Loro Piana become an outlet store, I am suggesting consider the “middle market”, some of us have money, we enjoy vacationing and someday we may be wealthy enough to buy property in the enchanted Town of Aspen.
Tags: Affordable, Ajax Mountain, Apls, aspen, Beaver Creek, Cortina, deer valley, Forbes, Gems of Aspen, Incline Village, Jackson Hole, Klosters, St. Moritz, Telluride, vail, Zermatt
