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from the president & ceo Dear Members and Partners,

The Breckenridge destination saw its fair share of challenges in 2009: The year dawned in the shadow of a global recession, the effects of which were felt across all Breckenridge travel segments – groups, local leisure

progressed, we watched as travelers’ buying patterns changed dramatically, length of stays decreased and visitors avoided the holiday season – traditionally our most profitable time of year.

travelers, out-of-state and international visitors. As 2009

However, the BRC confronted these challenges with newly engineered programs and an entrepreneurial spirit. We redesigned our original marketing strategy and teamed up with the Town of Breckenridge, Breckenridge Ski Resort, our board and newly formed BRC marketing committee to design a plan built on stimulating short-term business opportunities. Along the way, we implemented new creative tactics and invested marketing

maintain loyal customers in an effort to avoid losing significant revenue streams.

As a result, the BRC was able to reverse the earlier lodging forecast numbers to reduce revenue loss. We gained market share against our competitors and broke attendance records for many of our premier events – all while maintaining our membership as other destinations saw up to a 20% drop in members. We introduced fresh initiatives, including a new electronic media strategy, redesigned Web site and our newest event, Breck Bike Week. Additionally, we grew our credibility with the Town of Breckenridge,

Breckenridge destination marketing budget by 15%. which in turn increased the

Although trials undoubtedly remain in our quest to restore the Town of Breckenridge to pre-recession business volumes, we are beginning to see positive indicators that encourage optimism for the year ahead. For example, the first quarter of 2010 exhibited robust market share growth and stronger-than-expected lodging occupancy, hinting that the momentum we built in 2009 has promise for 2010, as well.

As we move forward, we’ll continue working with the Town of Breckenridge to develop sustainable funding that will enable us to address the destination’s

partnering with stakeholders to build the Breckenridge brand, and we thank you for your generous support.


B. John McMahon President and CEO Breckenridge Resort Chamber

2 long-term needs. We remain focused on dollars to fortify key high-season periods and

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