Visit Estes Park’s slower-season push raises shop owner’s concerns

Visit Estes Park proposed marketing to draw more visitors during Estes Park’s slower seasons. Trustee Mark Igel, who has a downtown store, questioned whether small businesses can handle longer, busier seasons.

Igel said his store had some of its busiest days in fall after summer help went home; business was down in summer, up in spring and way up in fall so far. “How are businesses dealing with that capacity?” Igel said, asking Visit Estes Park to assess the staffing and operational demands of busier shoulder seasons. Staff said its campaigns aim to lift slower seasons, not shift summer visitors to other seasons. Research will guide marketing decisions, staff said.

Staff said the Sundance Film Festival and momentum in the creative arts industry offer a chance to introduce Estes Park and the Estes Valley to new audiences beyond the festival. Visit Estes Park plans marketing, public relations and partnerships around Sundance. The effort also includes a complimentary shuttle between Estes Park and Boulder, pop-up activities near the festival, and offers and experiences from local businesses.

The proposed 2027 budget balances $11.685 million in revenue against $11.685 million in expenses. Its largest revenue source is a projected $6.458 million in town pass-through funds, alongside a little over $4 million from the 2% lodging tax. Staff expects to save approximately $100,000 in 2027 from multiyear research contracts it has closed out.

Visit Estes Park plans another round of resident and stakeholder surveys in 2027. The results would help track changes in sentiment and shape future programs and priorities. Staff said monitoring visitor and resident sentiment together would help guide marketing and media-placement decisions.