Elizabeth's GJ Communiqué
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At Visit Grand Junction, we make a concerted effort to avoid duplicating the work of other organizations, departments, and committees in Grand Junction. This allows us to focus on our mission to market the Grand Junction area to potential high-value consumers. A great example of innovative local partnerships is the work that the Grand Junction Area Chamber of Commerce and Mesa County have done as it relates to the pandemic, which included surveys, 5-star program, assistance with grants and loans, implementing health protocols, administering vaccines, and much more.
Having such strong partnerships in this community allows the City of Grand Junction and Visit Grand Junction to not only support the County and Chamber programs mentioned above, but also address other needs. Creating arrangements for childcare; providing nonprofit funding and business grants; delayed collection of sales tax; maintaining affordable utility rates; keeping all city services working flawlessly, without interruption, during quarantine; building Downtown parklets, in partnership with Downtown Grand Junction; marketing a "Roam from Home" campaign to increase awareness of Grand Junction - these are just a few of the solutions that are proving to be impactful as we start to see Grand Junction recover faster than many other communities in the country.
It's encouraging to see influential partnerships have such cooperation and success. This is certainly a part of our brand, and it is reflected in the community sentiment that is expressed and captured through social listening tools that Visit GJ utilizes. These public comments are collected and Visit GJ can then determine, with statistically significant data, the opinions of the public who live outside Mesa County. We have a very positive sentiment and are considered a friendly place where locals respect and help each other, and care for one another - even if we have differing views. This is something to be proud of! Check out our past Stakeholder eNews for data we have shared about our sentiment scoring.
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Lodging Tax Revenue Report
December 2020
From the 4.25% lodging tax collections that Visit GJ received, December 2020’s business was down 20.5% compared to December 2019 (adjusted for late and missing payments). Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for December 2020 was 36.7%, ADR was $67.81, and RevPAR was $24.90.
From the 4.25% collections, the total received for 2020’s business was 34.4% down compared to 2019 (adjusted for late and missing payments). Of the Grand Junction lodging properties that reported their metrics to STR, LLC., the occupancy rate for 2020 was down 18.4%, ADR decreased 14.1%, and RevPAR was down 29.8% compared to 2019.
Similar to November’s lodging business, December’s business in Grand Junction was affected by COVID spikes and significant media during this time, asking people to stay home during the holiday season. December’s business experienced a 17.2% drop in occupancy, a 7.0% decrease in ADR, and a 23.0% decrease in RevPAR over November 2020’s business. When compared nationally, Grand Junction’s hotel occupancy was the same as the U.S. occupancy rate for December at 36.7%. RevPAR for Grand Junction trailed the U.S. by 35.6%, primarily due to an also 35.6% lower ADR difference.
For the entire year of 2020, Grand Junction’s occupancy outpaced the U.S. by 11.6 percent. This is significant! Visit GJ's Roam from Home marketing campaign during quarantine, followed by retargeting ads during appropriate times, helped drive responsible visitation. Our hospitality industry partners deserve an enormous amount of credit, as well. Great job everyone! RevPAR for Grand Junction in 2020 came in 17.4% lower than the U.S., largely due to a 26.0% decrease in ADR. Data continues to affirm that Grand Junction hotels, on average, can increase ADR while not compromising occupancy. Now, more than ever, a smart revenue management strategy is needed to assist with your economic recovery in 2021. If you would like assistance with yield management, especially as the spring season approaches, please contact Elizabeth at ElizabethF@GJCity.org.
Click here for the latest sales, use, and lodging tax collection reports from the City of Grand Junction.
*Source: STR, LLC. - REPUBLICATION OR OTHER RE-USE OF STR’s DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR IS STRICTLY PROHIBITED
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Community Corner
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Welcome to the Community Corner!
This is a new spot in our eNews! We won't be posting here every month, but sometimes we have many requests for Visit Grand Junction to share information with all of you. If you are interested in any of these opportunities or would like more information, please contact MasonB@GJcity.org, and he will put you in touch with the appropriate person (it's too much to list here).
- Mesa County has information you are looking for regarding elections, motor vehicles, recording and more. Many tasks can be completed, and questions answered online, check it out here.
- CMU is looking for local specials that they can include in their welcome packets for prospective students who are visiting and checking out the area. A gift, discount, coupon, or special hotel rate are all welcome. Let's show our CMU guests that Grand Junction welcomes them, and we are excited they are here. Plus, you'll earn that student's loyalty when they join our community for the next 4+ years!
- Country Jam is happening! We all missed this fun, outdoor event last year, so we couldn't be more excited that Country Jam is returning with a lineup that even you folks who don't like country music will be impressed by. More soon on that, but in the meantime, let us know if you are interested in being a host hotel for crew, musicians, staff or would like to be a sponsor. This event attracts national attention!
- A fun way to participate in the sold-out Western Slope Triple Play Golf Tournament is to sponsor a hole, and it's for a good cause - the Latimer House. $300 includes your logo at all three courses, and recognition in the newspaper, event program, and signage. That's a ton of value!
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Quick Tip
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Our Deals Page is growing, and consumers are checking it out! Visit GJ is adding content to VisitGrandJunction.com that provides hotels, restaurants, retail, and activities additional visibility at no cost! Please email MasonB@GJCity.org with any specials, deals, packages, or discounts that you would like featured on this Trip Planning Deals Page. You can update it as often as you wish!
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Love'n GJ on Social Media
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Logan commented "Beautiful views!!!"
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Victoria said "What a great time of year to hike up there!"
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Josh commented "My favorite time to drive over the monument!"
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