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Community Vibrancy
This year, ACRA continued to create and enhance experiences for both visitors and locals alike to enjoy. Through reimagined community events with like-minded partners, to events that embrace Aspen as a worldrenowned destination and enhance visitor experiences, 2022 was full of opportunities aimed at creating vitality to benefit the community.
Strategic goals were met by the Event Department’s dedication to effective event management processes in 2022. Traditional event activations evolved to align with industry leaders and best practices during a time of COVID uncertainty by virtually honoring Wintersköl Royalty and offering a community social media contest and enhancements to existing events such as the FOOD & WINE Classic proved ACRA’s role as a community leader in event resource information with passes sold out in just under three hours.
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ACRA continues to be one of our most valued and important collaborators in Aspen, not only as our producing partner for the FOOD & WINE Classic, but with community relations support with local businesses.”
- Diella Allen FOOD & WINE Executive Director, Event Marketing Attract and produce events that drive visitation.
Engage in effective event management processes to align with industry leaders and best practices.
Partner with other organizations to enhance existing new events.
Wintersköl celebrated its 71st anniversary in 2022 with the slogan - Positive Altitude. Increasing COVID case numbers and the uncertainty of where county guidelines would fall in early 2022 paved the way for a reimagined Wintersköl celebration. The spirit of winter shined bright as traditional Wintersköl components took to social media. The “Show us your button” social campaign gave the community an outlet to showcase their Wintersköl button from current or past years and highlighted many of the Aspen stakeholders who participated in prize giveaways.
2022 Wintersköl Royalty
BUTTERMILK UPHILL BREAKFAST
In partnership with the City of Aspen and Aspen Skiing Company, ACRA sponsored the Buttermilk Uphill Breakfast on Friday, March 11. ACRA matched the $6 breakfast vouchers offered by the City and uphillers received a surprise free breakfast at the Cliffhouse as part of the event. ACRA branded swag and raffle prizes were awarded by staff members.
FOOD & WINE CLASSIC IN ASPEN
The FOOD & WINE Classic in Aspen returned in 2022 with the switch back to its historically held weekend in early June. Aspen’s “kickoff to summer” event sold out in record timing, ensuring a busy weekend for hotel and hospitality partners. New in 2022 ACRA worked with FOOD & WINE’s editorial team to bring Ben’s Friends, an organization committed to providing a path forward to those in the hospitality industry who struggle with substance abuse or addiction to Aspen over the weekend. A local chapter of Ben’s Friends was created through the connections made over the weekend.
4TH OF JULY
After years of producing the 4th of July night-time activations, the City of Aspen took over the production of both day and night-time activations for 2022. In partnership with the City of Aspen, ACRA hosted community officials, parade judges and announcers in the hospitality suite at the Hotel Jerome.
