Breckenridge, Colo. Sees 7 Percent Increase in 2010 Lodging Occupancy

Breckenridge, Colo. Sees 7 Percent Increase in 2010 Lodging Occupancy

Retail and restaurant sales tax revenue climbs for the first time in two years

BRECKENRIDGE, CO - Feb 28, 2011 – The mountain community of Breckenridge saw a 7 percent increase in lodging occupancy during 2010, according to numbers released Jan. 31, 2011 by Mountain Travel Research Program (MTRiP). Additionally, the Town of Breckenridge reported a 6.8 percent increase in retail sales tax revenue and a 6.6 percent increase in restaurant/bar sales tax revenue during 2010. While these figures show the first jumps in two years, spend per traveler is not proportional to the number of guests in town.

“We are pleased with the growth and feel fortunate that this community had the vision to make ongoing investments in marketing,” said John McMahon, president and CEO of the Breckenridge Resort Chamber (BRC). “We are continuing to see positive results.”

In November 2010, voters elected to secure a sustainable marketing fund with passing of ballot measure 2D, which called for a 1 percent increase on lodging tax in Breckenridge.

This winter season, snow totals have undoubtedly aided marketing efforts. Breckenridge surpassed its average seasonal snowfall of 300 inches on February 18, 2011 and with the snowiest months still ahead, guests are expected to take advantage of the long season which ends on April 24, 2011.

An ongoing push for advanced reservations seems to have paid off: Breckenridge’s 2011 winter season occupancy is pacing 4 percent ahead of last season. BRC marketing director Scott Fortner sees these upward trends as a testament to the town’s diverse appeal.

“Breckenridge is known for being the most visited winter destination in North America, but the town’s diversity offers intrinsic values that encourage visitors to return,” said Fortner.

In a recent report covering the “halftime” state of winter resort destinations, MTRiP director Ralf Garrison said that overall occupancy is surpassing that of the past several years although has not yet rebounded to pre-recession levels.

“A comparison of Breckenridge against other resorts is best viewed in a multiple year context,” noted Garrison. “Their destination business dropped less and rebounded faster during the first two years of the recession, and now appears to be stabilizing as we look at the balance of the season.”

The Breckenridge Resort Chamber works to enhance and promote the unique character and experience of Breckenridge as a world-renowned destination resort and to represent, serve and perpetuate the common interest and character of its membership and community.