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Visit Grand Junction Stakeholder eNewsletter - April 2023

Elizabeth's GJ Communiqué

Visit Grand Junction's data platform continues to provide actionable insights that assist our marketing initiatives. Although the system we have developed is not a panacea, it elevates our marketing sophistication, provides dependable insights, validates ROI, and determines attribution that directly correlates to our advertising campaigns. Visit GJ would like to share this knowledge with area tourism businesses to assist them with their own marketing strategies.

In order to achieve this, Visit Grand Junction is designing a program to assist tourism businesses in the Grand Junction area (Mesa County). The City of Grand Junction has provided ARPA funding that will help fund your costs in this endeavor. The intent is to provide affordable and accessible advanced marketing services to assist you. We would like your input on what services you are interested in. This can include a new website, SEO, SEM, social media, images, blog writing, programmatic ads, reputation management, chatbot for your website, and more. Please reply to this email with what services you are seeking assistance with. If it is a service we can not offer, we will gladly point you in the right direction. 

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

Lodging Tax Revenue Report

January 2023

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is not included in the calculation), January 2023’s business was 7% percent higher compared to January 2022.

February 2023

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is not included in the calculation), February 2023’s business was 12% percent higher compared to February 2022.

Of the Grand Junction lodging properties that reported their metrics to STR, LLC.* occupancy for February 2023 was 52.7%, ADR was $84.07, and RevPAR was $44.27. As expected, Grand Junction experienced an increase in all hotel metrics compared to the previous month of January. February 2023’s business experienced a 19.0% increase in occupancy, a 5.9% increase in ADR, and a 25.8% increase in RevPAR compared to January 2023.

Total lodging tax collections received year-to-date through February 2023’s business is 9.6% higher compared to last year's two-month YTD period.

Of the Grand Junction lodging properties that reported their metrics to STR, LLC., year-to-date occupancy through February 2023 is 48.2%, ADR is $81.89, and RevPAR is $39.49.

Compared to Colorado, Grand Junction was 6.5% lower than Colorado hotels in average occupancy, 117.5% lower in ADR, and 144.5% lower in RevPAR for February 2023 due to Colorado’s higher ADR. 

For February 2023, 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 5.6% lower than the rest of the state in average occupancy, 51.8% lower in ADR (again, proof there is room to raise rates), and 67.9% lower in RevPAR, due to the rest of state’s higher ADR. Please remember that the two largest Colorado cities, Denver and Colorado Springs, will still weigh the data disproportionately compared to Grand Junction.

Compared to Colorado Year-to-Date:
Grand Junction's February 2023 year-to-date occupancy of 48.2% is 13.6% lower than Colorado's year-to-date occupancy rate of 55.8%.
Grand Junction's January 2023 year-to-date ADR of $81.89 continues to trend lower than Colorado’s year-to-date ADR of $174.91.

For national metrics, Grand Junction was 7.3% lower than U.S. hotels in average occupancy, 80.8% lower in ADR (proof there is room to raise rates), and 106.0% lower in RevPAR for February 2023 due to the higher ADR for the U.S. 

Compared to the U.S. Year-to-Date: 
Grand Junction's February 2023 year-to-date occupancy of 48.2% is 14.2% lower than the U.S. year-to-date occupancy rate of 56.2%. 
Grand Junction's February 2023 year-to-date ADR of $81.89 continues to trend lower than the U.S. year-to-date ADR of $147.13.

As a reminder, U.S. metrics include major metropolitan areas like NYC, LA, Chicago, Houston, Phoenix, Denver, etc. Those cities and hundreds of others create a dichotomy concerning the unbalanced comparison of Grand Junction metrics to U.S. metrics. Nevertheless, comparing your hotel's performance to the U.S. hotel industry, in general, helps identify areas of strength and areas of improvement to remain positioned where you want to be. 

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

There are many resources available to assist you, including Visit GJ. If you would like additional assistance with your revenue management strategies, feel free to contact Elizabeth at

Lodging Rates

Tis the season to raise rates! Continue to be resourceful and strategic with your revenue management. In addition to yielding rates, the hotel industry is utilizing data from Google Analytics and STR to develop revenue generation as shown in this recent article from Hotel News Now titled ”Hotel Teams Shift Mindset from Revenue Management to Revenue Generation”.

Groups are Back

Compared to group bookings in April of 2022, for the next five months (May - September), group bookings have increased by 9.8% in the Grand Junction market according to TravelClick. The largest increase in bookings is in August with a year-over-year increase of 28.8%. Keep up the great work!

Visitor Guide Rebrand

Visit Grand Junction is editing updates for the next edition of the Official Grand Junction We want to ensure that your business is represented accurately, so we need your help.

Please review your current information in the guide (see below), then fill out this short survey to verify the information that will be displayed in the next edition of the Official Grand Junction Visitor Guide. If you have multiple businesses, please complete a separate survey for each business. *Not everything in the survey will be listed in the printed guide. We are gathering additional information in order to accurately represent your business within all of our content platforms. Please review and complete the survey with your correct information by EOD 5/8/2023. Thank you, we appreciate your partnership. If you need more time, just let us know.

Love'n GJ on Social Media

James commented "Beautiful City ❤️❤️❤️❤️"
Charlene said, "My favorite mountain of all time. Such a natural beauty 🥰"
Tik Tok
@fishingfunny498 wrote, "I love the restaurants in Grand Junction! ❤️"
Please feel free to forward to friends and colleagues
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We are here to help. Thank you for being an involved partner!

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