STAFF WRITER 2021-01-13 19:33:30
Local chambers of commerce boosted community spirit and local economies during the pandemic While the COVID-19 crisis created undeniable challenges across the world, several Colorado chambers of commerce responded to these obstacles with programs that not only created significant economic impact within their communities but also boosted overall spirit. Throughout Colorado, the pandemic resulted in widespread shutdowns while also increasing all-remote work environments, ultimately leading many second homeowners to relocate to rural properties where they could enjoy more wide-open space and outdoor recreation. Unfortunately, in many small communities, full-time residents often view second homeowners as “visitors” and responded to the pandemic-related migration with backlash. Vail Valley Partnership, however, saw an opportunity and proactively welcomed this important and underutilized segment of property owners to stabilize its economy in the face of declining tourism. “The second homeowners are an important part of our community—they are already invested in our community,” says Chris Romer, president and CEO of Vail Valley Partnership. With longer stays by second homeowners, local small businesses could receive much-needed financial support during a time when tourism numbers were down. Through its “Welcome Home Neighbor” program, Vail Valley Partnership assembled a toolkit of marketing and branding materials and mobilized a group of local ambassadors—from realtors and property managers to ski instructors and nonprofits—who already had personalized relationships with an extended network of second homeowners. As part of the program, the Partnership also launched a local campaign showing the benefits that second homeowners could provide to local retail and restaurant communities, highlighting a mutually advantageous situation in an otherwise challenging time. In Glenwood Springs, the Glenwood Springs Chamber Resort Association responded to the COVID pandemic with a community-focused stimulus promotion that ultimately resulted in economic support for small businesses, all while fostering a sense of gratitude and appreciation. Its “Glenwood Gold” currency program— which will run indefinitely due to its success—is a gift certificate-based program that works like cash and can be used at any participating local businesses. Participation is free for businesses and, each week, the chamber reimburses businesses 100% of the face value of the currency. Colorado-based Alpine Bank saw this as an impactful opportunity for celebrating its 40th anniversary celebration, and it launched its “Grateful for Glenwood” promotion, which invested $25,000 into Glenwood Gold currency and invited locals to nominate community members for their good deeds. Nominated people were entered into a drawing to win $100 in Glenwood Gold, which could be spent at local businesses. Since then, Glenwood Gold currency has been a popular form of company holiday gifts, teacher appreciation presents, employee incentives and added bonus incentives for hotel stays. These gifts of appreciation essentially give twofold—by recognizing others while also helping small businesses thrive.
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