View this email in your browser
Visit Grand Junction Stakeholder eNewsletter - January 2022

Elizabeth's GJ Communiqué

Looking back on last year's Visit GJ Accomplishments is always gratifying, but what really gets us jazzed are the new projects the team plans to focus on in 2022. Here are just a few:

  • Branding! We will continue to deploy the destination brand strategy - focusing particularly on highlighting resident stories, celebrating unique attributes of the Grand Junction area, and elevating brand recognition.
  • Launching a gamification web-based app designed for locals and visitors to experience Grand Junction in an interactive way through rewards.
  • Engaging a new Visitor Profile Study and Economic Impact Study.
  • Debuting a new website.
  • Amplifying destination management principles to enhance the quality of life for residents and protect public lands through responsible recreation and stewardship education.
  • Increasing data-based marketing assistance for tourism businesses.
  • Introducing a new Grand Junction Area Membership program for tourism businesses outside of Grand Junction.
  • Web3, Blockchain, Metaverse, and more - Technology is moving rapidly and Visit GJ will continue to stay on the forefront with learnings and applications as concepts develop.

We will continue to provide updates on these projects and others throughout the year, so stay informed via our monthly eNewsletters. Sign-up here for all three. We remove duplicates, so if you are not sure, sign up and we'll take care of the rest.

Stakeholder eNews: What the Visit GJ team is working on and accomplishing.
PR Partners eNews: Visit Grand Junction media coverage and press pitches.
Marketing eNews: Events, activities, local recipes, unique stories, and more!

Having a roadmap for the coming year is always helpful to keep us focused, but what makes the biggest impact is the team's ability to adapt and respond to changes that affect the industry. COVID, the economy, staffing, and shifts in the marketing landscape will provide a challenging tourism environment, so staying agile and making adjustments will continue to be a part of Visit GJ's strategy.
Please feel free to reach out with your input, questions, and suggestions; we always appreciate hearing from you!  

Director, Visit Grand Junction

Lodging Tax Revenue Report

November 2021

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is collected quarterly), November 2021’s business was a factor of 59.4% higher compared to November 2020 (adjusted for late and missing payments). For a more accurate comparison, November 2021's business was 27.0% higher than November 2019's business (pre-pandemic). Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for November 2021 was 55.6%, ADR was $89.22, and RevPAR was $49.63.
As expected, Grand Junction experienced a decrease in all hotel metrics compared to the previous month of October. November 2021’s business experienced a factor of a 21.7% decrease in occupancy, a 16.4% decrease in ADR, and a 34.7% decrease in RevPAR compared to October 2021. For national metrics, Grand Junction was 3.4% lower than U.S. hotels in average occupancy, 44.0% lower in ADR, and 32.9% lower in RevPAR for November 2021. However, compared to the state, Grand Junction outperformed Colorado hotels in average occupancy for November 2021 by 8.4% but trailed the state significantly in ADR and RevPAR by 25.0% and 18.8%, respectively. 

We're happy to report that Grand Junction's occupancy, ADR, and RevPAR for November 2021 were the highest metrics experienced for any month of November in GJ's lodging history! Congratulations, lodging properties, on continuing the trend of yielding rates! As proof it’s working, Grand Junction's ADR for November 2021 was a factor of 17.1% above November 2019's ADR (pre-pandemic). Don’t stop now! Be sure to continue that trend into 2022 by consistently applying effective revenue management strategies. Visit GJ's data shows that, on average, occupancy is not adversely affected when hotels increase ADR. Last year's record occupancy, ADR, and RevPAR for Grand Junction demonstrated that. Continue building your revenue strategies by practicing effective yield management. If you would like assistance with this, especially as the spring season approaches, contact Elizabeth at

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


Visit GJ Guide Impacts Travel Decisions

Visit Grand Junction partnered with DMA West and Destination Analysts on a Visitor Guide Readership and Conversion Study from January 1, 2020 through July 31, 2021. The study determined the return on investment of official DMO visitor guides and developed profiles of visitor guide users. Results from the 672 respondents, of which 564 were non-residents who took at least one trip to Grand Junction since receiving the Official Grand Junction Visitor Guide, demonstrated that 85.0 percent were influenced by the Visitor Guide to visit Grand Junction and 76.5 percent of those influenced said the Visitor Guide was “Important” or “Very Important” to their decision.
Of the respondents who took a trip to Grand Junction as a result of reading the Visitor Guide, 97.4 percent were “Very Satisfied” or “Satisfied” with their Grand Junction visitor experience. Well done Grand Junction!

Quick Tip

Visit Grand Junction has created a new blog series in the monthly marketing eNewsletter. This blog series is titled "Farm to Fork" and features a seasonally appropriate recipe that includes ingredients that are grown, crafted, or sold in the Grand Junction area. Check out the debut recipe featured in January's Marketing eNews. Consider making this recipe that includes two Zesty Moose ingredients, share it on social with #ShareGJ, and you might win a prize!

If you grow, craft, or sell a product you would like featured in an upcoming recipe, feel free to reach out to Mason with details. 

Love'n GJ on Social Media

Tik Tok
Isabella wrote, "stunningly beautiful 🤍"
Patty said, "I never get tired of the views, sure miss it!"
Nayan said, "Beautiful View😍😍😍"
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!

Want to change how you receive these emails?
You can update your preferences or unsubscribe from this list.
Subscribe to Visit GJ Communications