#aspenchamber

What led you to Aspen? Why did you stay? Debbie: I followed my husband here when he joined Ski Co. as the Marketing Director. Once we got in the door, we knew there was no other place we’d rather be. Jennifer: Mine is a story you hear often in our community, I arrived in Aspen for what I thought would be a winter season and never left! They say you come for the winters and stay for the summers. So true. I love the summer here but more importantly, I fell in love with the spirit of Aspen. Not only the natural beauty that I feel so blessed to be surrounded by every day but the character and small-town charm. It just felt like home to me.

How did you start out with the Chamber? D: It was my first, and it has been my only, job in Aspen. I joined ACRA as a temporary fill-in for the then membership director, who was out on maternity leave. When she decided to not return, I stayed. J: My first experience with the chamber was as a volunteer for the Aspen Chamber’s largest and signature destination event, the FOOD & WINE Classic in Aspen. I enjoyed the event so much and was hired part-time to assist the events department.

Debbie, that is so rare you have only worked at the Chamber since coming to Aspen. Kudos to you! Can you both recall your first work memories? J: That events can be crazy busy, with long hours and super-intense lead-up right until go-time. But that first FOOD & WINE Classic was so much fun! D: I had to produce a Y2K seminar. Remember when all the computers were going to crash on January 1, 2000?  

Ah yes, we do remember the Y2K scare! And now almost two decades later, you both recently celebrated 20 years with ACRA. Congratulations are in order! What are some of your biggest accomplishments during the past two decades? D: I’ve been a part of many magical moments in Aspen.  I’m proud to have secured dedicated marketing funding through the lodging tax. Twice. I’ve also worked to add a group sales division to ACRA helping to fill hotels in need periods and recently took ACRA through national designation as a Certified Destination Management Organization (DMO).

Are many chambers designated as DMO’s? D: No, this scenario is most common in a mountain destination, due to our population size. In larger areas, there are separate DMO’s and Chamber of Commerce. Since we don’t have the population to support two different organizations doing similar work, we morph into a Chamber Resort Association, doing the work of a Chamber and a DMO.

That’s a lot of work for one organization! But it certainly shows how much effort the entire team at the Chamber puts forth. Jennifer, tell us about your milestones over the last two decades. J: I am very proud to be a member of the ACRA team and where I am today was a journey, from Special Events Manager to Director of Events and now Vice President of Event Marketing. I have loved developing business relationships, such as with FOOD & WINE, soon to celebrate its 38th year in 2020. I have had the pleasure of working with the production team from the magazine as well as local partners since my first day here and this experience has given me the opportunity to strengthen ACRA’s producing partnership of the event over the last two decades.

What has surprised you most about working with the Chamber? J: Perhaps not surprising as much as it is an observation and natural progression, but how much the Chamber has grown as an organization over the last 20 years. When I began, most departments consisted of one person. New projects have developed, the Chamber has become involved in the community in other ways, and each department’s staff has increased. Along with the addition of an entirely new department, Destination Marketing, which provides destination marketing services funded from the City of Aspen’s 2% lodging tax. D: I am constantly amazed at how dynamic this town is. The degree of passion and genuine love for our destination and the countless hours people volunteer to local causes. I had no idea when I started how instrumental a Chamber can be in addressing business and nonprofit challenges with local government.  

What are some of the biggest misconceptions about Aspen and/or the Chamber? J: People think the Chamber is the City of Aspen. While ACRA works very closely and often in partnership with the City, they are separate organizations. D: Yes, there is the notion for some individuals that we just run a visitors’ center or are a department of the City. ACRA is unique in that we operate as both a DMO and a Chamber of Commerce.  We are very active in both destination marketing, and business development and advocacy. Another big misconception about Aspen is that it’s uber-wealthy and aristocratic. While there is certainly a degree of that, most people I talk to that visit Aspen for the first time are pleasantly surprised to see that it is so down to earth and welcoming.

What is your vision for the future of Aspen? What trends do you foresee? D: The vision of ACRA is to create an environment for Aspen to thrive.  Some future trends really center on resort sustainability and educating new visitors on recreating in the mountains.  I see a shift from a destination marketing organization to a destination stewardship organization.

Can you tell us more about this? We’ve seen the “Tag Responsibly” initiative, not only with ACRA, but in other destination communities as well. D: Mature destinations like Aspen are evolving from just marketing their resorts to managing the flow of visitors to the resort.  Once you begin to manage the guest experience and flow, you begin to realize the next step is Destination Stewardship. We are studying macro issues and trends that impact outdoor places and the people who recreate in them. With over 95 million images posted to Instagram each day, we are seeing a crisis of popularity.  ACRA understands that we have to educate as much as we are inspiring travel which is how the Tag Responsibly initiative comes into play.

Jennifer, we've heard you described as kind, patient, and organized (and the bearer of a dreaded red-pen!). What three words would you use to describe your role? Detailed. Multi-tasker. Resourceful. And one bonus word: Adaptable.

Debbie, you've been described as authentic, competitive, and full of energy. What three words would you add to that list when describing your current role? Creative. Visionary. And apprehensive (in a good way).

Do you have a personal mantra? D: “Onward and upward.” I believe that if you are not continually growing and evolving, you will get left behind. J: I live by “be yourself.” And when things start to get really busy, especially right before an event, I try to consciously take a moment to “just breathe.”

Favorite season? A favorite hike, bike, or ski trail? D: My favorite season is fall. Hiking Hunter Creek or somewhere up Ashcroft in September is as good as it gets. J: Summer is my favorite. My daily go-to lunch break during the week is to hike Smuggler. I never tire of the view of town from the top!

Where would we find you outside of work hours? D: I’m active with my kids’ activities. You’ll often spot me in Basalt at a high school sporting event or at a local fundraiser.   J: At home with my family, outdoors, reading aloud with my son on the front porch, spending time in the garden, or walking down to the Roaring Fork River.  

Thank you to Debbie and Jennifer for taking the time to fill us in on what happens behind the scenes at ACRA, and around town. Stay up to date on all things Aspen via their website, blog, and events calendar. There truly is something for everyone in Aspen. And learn more about the Tag Responsibly initiative.

Lace up your sneakers, mingle with celebrity chefs and support a good cause. You can thank us later.