We all know someone who has a unique passion for a certain activity or hobby – foodie or fly-fisherman, art enthusiast or history buff, dog lover or bird watcher, extreme mountain biker, soccer parent or both. The Durango Area Tourism Office niche target marketing aims to find these passionate people and attract them to our area.
Our goal is to promote and deliver the Durango experience in a unique way that fulfills the special needs, desires and behaviors of each market.
Successful niche marketing involves identifying the unique needs of the special audience and offering new and compelling ways to attract and support them.
Labor Day weekend brings an excellent example of a communitywide effort to enhance the experience of a unique market. The Four Corners Motorcycle Rally will attract thousands of motorcycle tourists to our area.
This niche group of motorcycle enthusiasts is the fastest-growing tourism segment in the United States today, according to Motorcycle Tourism.
Like tourists in cars, motorcyclists purchase food, visit attractions, buy souvenirs and book lodging. Locally, the 2010 rally attendees generated more than $1.5 million in income for La Plata County during Labor Day weekend according to a 2010 Fort Lewis College School of Business Administration economic impact report.
During the last year, a local business committee has taken numerous steps to meet the special needs of Four Corners Rally attendees and encourage them to spend more time and more dollars in our town.
An expanded list of weekend events, a parade, special designated parking on Main Avenue, photo sessions with the Durango & Silverton Narrow Gauge train and even a free shop towel at the Welcome Center will send the message to this niche market that they are VIPs in our town.
Thank you to the Four Corners Rally committee and the community for your understanding, hospitality and VIP treatment of our many unique, niche visitors. Your efforts encourage the return visit and referral marketing we strive for.
Patti O’Brien is executive director of the Durango Area Tourism Office. DATO is a nonprofit that promotes Durango and La Plata County’s multitude of tourism attractions. It is funded by a lodgers tax collected on lodging rooms in Durango and La Plata County. O’Brien can be reached at director@durango.org or 247-3500.
