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Telluride Tourism Board: $525,000 recovery campaign added millions of impressions even as winter occupancy fell
Summary
Telluride Tourism Board representatives told the lodging tax panel a $525,000 municipal recovery fund extended winter marketing that, combined with other winter paid efforts, delivered more than 109 million impressions and strong click-through rates; panel was also told winter occupancy fell about 18% amid a strike and resort disruption, and summer pacing looks stronger.
Kira, a Telluride Tourism Board representative, told the lodging tax panel the board used $525,000 in recovery marketing funds from local municipalities and partners to extend its winter recovery campaign after a strike and temporary resort closure.
"The TTB received 525,000 in recovery marketing funds from the town of Mountain Village, TMVA and the town of Telluride," Kira said. She said the incremental $525,000 added roughly 27 million impressions to a winter program that, when combined with other funding, produced more than 109 million impressions by the end of February and generated conversions and click-through rates above industry benchmarks.
Campaign performance and tactics: Kira described a mix of paid social, native advertising, e-blasts, an OpenSnow insiders guide and co-funded creative that emphasized "Telluride is open" messaging, lodging specials (the Meline offered a 30% discount highlighted in campaign creative) and targeted international buys in Mexico supported by a Colorado Tourism Office matching grant. Kira reported a winter campaign click-through rate of about 1.1% (industry benchmark 0.1%), meta paid social video click-through of 3.66%, and an estimated campaign ROI of $295 for every dollar spent.
Lodging metrics: Kira told the panel winter lodging performance was down: total occupancy down about 18%, paid occupancy down about 21%, ADR roughly flat (about 1% down) and revenue per available room down roughly 22% for winter. February showed partial recovery (down 14% versus prior year) and March was pacing down about 16%. Looking ahead, Kira said summer pacing currently projects total occupancy up about 3% and ADR up about 7%, but she cautioned summer numbers are preliminary.
PR and rumors: Kira described media work to counter negative coverage, saying the New York Times printed dated photos taken Dec. 27 and that the TTB successfully requested removal of one photo and a caption date be added. A participant relayed tourist rumors that the resort might close; Kira said on a conference call Telski told her "absolutely not" and that the operator might close runs or lifts but would not shutter the entire resort.
Why it matters: the campaign data show measurable reach from recovery funding even as on-the-ground visitation lagged; the board and lodging businesses said they will continue coordinated messaging to counter rumors and encourage bookings.
Next steps: TTB and lodging partners will continue local business support campaigns, share official operator updates if Telski provides them, and reconvene at the panel's next meeting on June 18.
Quotes in context: "As of the end of February, the campaign...garnered over 109 million impressions," Kira said, summarizing combined campaign performance.
