Local chambers of commerce boost community spirit and local economies during the pandemic BY STAFF WRITER RAISING SPIRITS AND SUPPORT Welcoming neighbor While the COVID-19 crisis created undeniable challenges across the state, country and world, numerous 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 remote work environments, ultimately leading many second homeowners to relocate to their rural properties where they could enjoy wide-open space and outdoor recreation. Unfortunately, 20 Business in Colorado Magazine 2021 in many small communities, full-time residents often view second homeowners as “visitors” and responded to 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 economic 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. Meanwhile, 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 PETER MASZLEN/ADOBE STOCK
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