Commissioners approve up to $100,000 for summer marketing to support local tourism and rafting businesses

Chaffee County commissioners approved a request by the Chaffee County Visitors Bureau (CCVB) March 18 to appropriate up to $100,000 from lodging-tax reserves for a targeted spring/summer marketing campaign aimed at sustaining tourism spending and supporting local businesses, particularly rafting operators.

Staff and CCVB leaders said recent indicators point to reduced bookings for some tourism segments and that a focused social-media and partner-driven campaign could help sustain lodging and sales-tax revenues. The CCVB also plans to promote responsible-recreation messaging in coordination with chambers of commerce and local businesses.

Why it matters: Commissioners said tourism and outdoor recreation are major local economic drivers. The CCVB estimated the lodging-tax fund balance would remain healthy after the appropriation (staff estimated an approximate year-end lodging-tax balance of $950,000 for 2025). The board directed staff to appropriate up to $100,000 from reserves for the campaign.

Key elements - Campaign scope: Targeted social media advertising, promotion of rafting and river-based recreation, and a toolkit for local businesses to amplify coordinated marketing messages. - Responsible recreation: The CCVB will emphasize messaging about safe and responsible use of public lands, coordinate outreach with chambers of commerce, and track social-media metrics to learn who the campaign attracts. - Fiscal note: Staff said the lodging-tax fund was estimated to have approximately $950,000 at year-end 2025; the requested appropriation of up to $100,000 would leave a reserve for future needs.

Outcome: Motion to appropriate up to $100,000 from lodging-tax reserves passed by voice vote.