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Destination Management Council reports website fixes, social co‑op and rising engagement; plans off‑season campaigns
Summary
Rashid Khan of the Destination Management Council reported seven months of onboarding, a move to new web servers, monthly stakeholder newsletters, social co‑op shoots and improved analytics (28% year‑over‑year web traffic increase); the council plans off‑season campaigns like stargazing to spread visitation.
Rashid Khan, the Destination Management Council contractor, briefed the board on the council's first seven months working with Chaffee County. He said the DMC has run stakeholder focus groups across lodging, recreation, arts and agritourism, moved the county website to more reliable servers, implemented an AI‑assisted events calendar and launched a social co‑op program to produce photo and video content for local businesses. "We spend a good deal of time, communicating and setting, foundational kind of activities for, stakeholders within the community," Khan said.
Khan reported measurable performance gains: the website showed a more than 28% year‑over‑year traffic increase between January 1 and July 30 (noting some missing historical stats), paid ad cost‑per‑click metrics far below industry averages (CPC examples cited at $0.11 and $0.42 versus higher industry benchmarks) and higher click‑through rates on social creative. The DMC has completed roughly 50 shoots (about 20 from the social co‑op), started influencer outreach and is preparing a recommended budget and a website redesign proposal to present to county staff. Khan also described stewardship and sustainability messaging and a targeted stargazing/dark‑sky campaign as an off‑season opportunity to spread visitation outside peak weekends.
