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iQ Case Study

Long Term Partnerships and Increased Lodging Tax Revenue

Fremont County, Colorado

four young people on a harvest festival ride in Fremont, Colorado

The Challenge

In 2010, the online presence and tourism marketing of Cañon City and the Royal Gorge Region was virtually non-existent. Lodging Tax growth was flat and there was no plan on how to use the lodging tax that was being received. The Fremont County Lodging Tax Council (FCTC) knew something needed to be done, but what?
royal gorge train ride

The Solution

The FCTC brought on DestinationiQ as a full service destination management consultancy, which included everything from running monthly FCTC meetings, managing the tourism budget, assisting with advocating for community lodging tax votes, crisis communication, grant management, development, marketing, branding, and more. This relationship started in 2010 and continues today with the DestinationiQ staff having deep, historical knowledge of tourism management and marketing in Fremont County, Colorado.

The Deliverables

  • Branding
  • Web Design
  • Organic Social Media
  • Paid Advertising: Google, Meta, Print, and Digital
  • Budget Management
  • Grant Management
  • PR/Communications
  • Crisis Communication
  • Influencer Management
  • Website Management
  • Destination Management Consulting
  • Digital Tours and Guides
  • Campaign Development
  • Photography & Videography
  • Content Development
  • Email Newsletters
  • Video Development
Royal Gorge Region Campaign Branding Inspiration, Logo, and Brand Colors
Royal Gorge Region Website Design on Multiple Devices
Collage of all print, social, and photography for the Royal Gorge Region
Following the 2013 Royal Gorge fire, DestinationiQ swiftly implemented a Tourism Marketing Recovery program, bolstered by financial support from various organizations, including an EDA grant. Despite the fire, lodging tax revenues surpassed 2012 figures, attributed largely to the effective marketing campaign, resulting in increased tourism spending despite the closure of the Royal Gorge Bridge for most of the year.

$11,732,640

Economic benefit by investing the EDA Grant

$78:$1

ROI

Campaign Development

Royal Gorge Region Campaign Branding Inspiration, Logo, and Brand Colors

Website Design

Royal Gorge Region Website Design on Multiple Devices

Digital Media & Photography

Collage of all print, social, and photography for the Royal Gorge Region

Video Production

Crisis Communication

Following the 2013 Royal Gorge fire, DestinationiQ swiftly implemented a Tourism Marketing Recovery program, bolstered by financial support from various organizations, including an EDA grant. Despite the fire, lodging tax revenues surpassed 2012 figures, attributed largely to the effective marketing campaign, resulting in increased tourism spending despite the closure of the Royal Gorge Bridge for most of the year.

$11,732,640

Economic benefit by investing the EDA Grant

$78:$1

ROI

The Results:

Starting from virtually nothing in 2010, The Royal Gorge Region boasts the following statistics in 2023:

Lodging Tax Growth

Website

239,436

Website Users

92.3%

Website Engagement Rate

3,059

Visitor Guide Downloads

Organic Social Media

735,101

Reach

59,200

Engagement

70,700

Followers

Paid Social Media

105,740

Reach

165,498

Impressions

113,928

Link Clicks

22,963

Reactions

1,930

Shares

790

Comments

554

Saves

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