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Visit Grand Junction Stakeholder eNewsletter - February 2023

Elizabeth's GJ Communiqué

The above picture is the Visit Grand Junction Advisory Board celebrating the New York Times' 52 Places to Go in 2023. We appreciate Nathan Souder, Superintendent of Colorado National Monument and Bill Edwards, District Ranger of the U.S. Forest Service Grand Valley Ranger District for joining us once again to share updates regarding the public lands they manage and the new developments scheduled for 2023 and beyond.
Visit Grand Junction is continuing to enhance its marketing support for local tourism businesses. Please reference this page to review all of the resources available to your tourism business.

In addition to these resources, the Visit GJ team is renewing the program specifically designed to provide social media support, SEO, SEM, new WordPress websites, chatbots, and other marketing services that local businesses may be in need of. This program has ARPA grant funding available which provides local businesses a discount of 50 percent off of the costs.

If there are specific services you are interested in, please reply to this email with a description of your needs. We are building this program based on input from tourism businesses in the Grand Junction area, so all feedback is welcome and appreciated.

Thank you,
Director, Visit Grand Junction or 970-256-4052

Lodging Tax Revenue Report

December 2022

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is collected quarterly), December 2022’s business was 6.1% percent lower compared to December 2021 (adjusted for late and missing payments). 

Of the Grand Junction lodging properties that reported their metrics to STR, LLC.*, occupancy for December 2022 was 47.0%, ADR was $82.17, and RevPAR was $38.65. Grand Junction experienced a decrease in all hotel metrics compared to the previous month of November. December 2022’s business experienced an 11.7% decrease in occupancy, an 8.3% decrease in ADR, and an 18.9% decrease in RevPAR compared to November 2022.

For national metrics, Grand Junction was 12.3% lower than U.S. hotels in average occupancy, 44.0% lower in ADR, and 50.8% lower in RevPAR for December 2022.
Compared to the entire state, Grand Junction was 11.2% lower than Colorado hotels in average occupancy, 56.8% lower in ADR, and 61.6% lower in RevPAR for December 2022.

When excluding Colorado ski towns (Breckenridge, Frisco, Silverthorne, Vail, Avon, Beaver Creek, Winter Park, Steamboat Springs, Snowmass, Aspen, Crested Butte, and Telluride), Grand Junction was 9.9% lower than the rest of the state in average occupancy, 33.9% lower in ADR (proof there is room to raise rates), and 40.4% lower in RevPAR.
Total lodging tax collections received for the entire year of 2022’s business was 7.5% higher compared to 2021.

Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for 2022 was 65.2%, ADR was $107.12, and RevPAR was $69.78. The entire year of 2022 marks the highest yearly ADR and RevPAR in Grand Junction’s lodging history. It’s also the first time in Grand Junction's lodging history that the yearly ADR passed the $100 mark! Compared to 2021, occupancy for 2022 was only 0.8% below 2021’s occupancy, which is outstanding considering that 2021’s occupancy of 65.7% is the highest average occupancy in a single year for Grand Junction. ADR and RevPAR for 2022 were 7.8% higher and 6.8% higher than 2021’s ADR and RevPAR, respectively. This generated a 6.1% increase in hotel revenue in 2022 compared to 2021. These metrics illustrate that increasing room rates does not compromise occupancy. It merely generates more revenue for the hotel! 

Compared to the U.S. for 2022: 
Grand Junction's 2022 occupancy of 65.2% was 4.0% higher than the 
U.S. occupancy rate of 62.7% for 2022. 
Grand Junction's 2022 ADR of $107.12 is 28.0% lower than the 
U.S. ADR of $148.83 for 2022.

Compared to Colorado for 2022:
Grand Junction's 2022 occupancy of 65.2% was 1.2% higher than 
Colorado's occupancy rate of 64.4% for 2022.
Grand Junction's 2022 ADR of $107.12 is 35.4% lower than 
Colorado’s ADR of $165.99 for 2022.
According to the latest research insights from Destination Analysts, Americans’ excitement to travel is at a three-year high, reaching an eight on a scale of 0-10. In fact, 41% of Americans described their excitement for travel to be at a level 10. There is a rebound in the percentage of Americans who say now is a good time to spend money on leisure travel, and over half of them say that travel is a priority in their budget in the near term. Right now, 84% of American travelers have existing trip plans for this year. Room demand for the upcoming spring and summer months looks strong, so keep yielding rates! We’re always here to help - if you would like additional assistance with your revenue management strategies, feel free to contact Elizabeth at

Click here for the latest sales, use, and lodging tax collection reports from the City of Grand Junction.

Love'n GJ on Social Media

Jaymy commented "We absolutely love the Grand Mesa- summer or winter. Just so glorious!"
Sally said, "love this Mesa and Grand Junction ❤️"
Tik Tok
kellertom35 wrote, "Beautiful 😳"
Please feel free to forward to friends and colleagues
Please feel free to contact us with any questions, comments, or suggestions. 
We are here to help. Thank you for being an involved partner!

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