Strategic Plan

Our Story: 

The Aspen Chamber Resort Association (ACRA) is a non-profit organization dedicated to supporting the business community and enhancing the visitor experience.  The ACRA is a unique blend of a traditional chamber of commerce and a visitors' and convention bureau made up of approximately 750 local businesses, a strong, diverse board of directors, and a dedicated staff.

The ACRA Vision: 

Creating an environment for Aspen to thrive.

The ACRA Mission:

Attract visitors to the resort, foster a dynamic Aspen experience, and provide valuable member benefits to support a sustainable local economy.

ACRA Guidelines:

  • Tell our story powerfully, both as a community and as an organization.
  • Continually listen to our membership and community.
  • Set realistic operational and financial goals.
  • Actively participate in planning for the future of our community.

Our Function focuses on uniting our four primary tools to support Aspen's business community:  

Destination Marketing and Group Sales - The Aspen Chamber is contracted by the City of Aspen to manage the destination marketing funds which are generated by a local lodging tax. The destination marketing program promotes Aspen as a premier year-round destination for both leisure and group visitation. The integrated campaign includes online & print advertising, print collateral, social media, retention marketing, group sales initiatives and public relations. We work collaboratively with Stay Aspen Snowmass, our central reservations agency, local lodges, and tourism partners to drive business to Aspen.   

Membership - The ACRA provides member businesses with marketing and advertising support, quality networking opportunities, referrals, and discounts on insurance and recreational benefits.  We provide a voice on behalf of the business community; speaks out on local topics that are important to business interest.

Special Events - The ACRA works to create and attract special events that draw local, regional and destination visitors to Aspen.  We're proud to host nationally recognized events like the FOOD & WINE Magazine Classic in Aspen, our annual WinterskölTMCelebration, and local favorites like the Old Fashioned Fourth of July and the Arts Festival.

Visitors' Services - The ACRA operates four information centers year-round that welcome over 175,000 visitors to Aspen and provides referrals to local business and services.  The staff performs multiple services including distribution of resort and community information, socio-economic, demographic, and statistical information. 

Comprehensive Strategic Plan
This Strategic Plan serves as the roadmap for the Aspen Chamber Resort Association. It provides a framework and philosophy for Board governance and staff management of our organization. For the complete Public Affairs Strategic Plan, download the below pdf. 

Strategic Plan 2017 

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