The "How To Aspen" campaign by Downtown Colorado Inc. aims to educate the growing number of visitors to Colorado on how to safely and sustainably enjoy Aspen's natural areas through tips on its website and videos. The campaign saw over 44,000 pageviews since launching in May 2018 and increased bus ridership to the popular Maroon Bells hiking area by nearly 7,000 passengers compared to the previous year, helping manage tourism impacts.

1. Downtown Colorado Inc.
IN THE GAME

2. How To Aspen
100K people are moving into CO each year
2017 saw unprecedented summer of casualties in local mountains
ACRA launched campaign to educate on how to best enjoy our natural resources
Collection of tips on “How To” enjoy Aspen in a sustainable and meaningful way
Go-to resource for answering questions on “How To Get Here”, “How To Enjoy Aspen”,
and “How To Get Outside”
“Aspen Pledge” conveys the Aspen way of life and encourages responsible tourism in
a fun and cheeky manner
Campaign content and videos live on AspenChamber.org, promoted on our print
collateral, social platforms and four intown visitor centers

10. Campaign Results:
44K+ pageviews since launching on May 1, 2018
Average visit is 1 minute+ on page
Maroon Bells messaging resulted in an increase in bus ridership by
6,848 passengers to Maroon Bells from June 2017 - June 2018