{"id":107985,"date":"2015-11-30T18:57:04","date_gmt":"2015-12-01T01:57:04","guid":{"rendered":"https:\/\/dh.durangoherald.com\/tj\/incoming-state-tourism-director-cathy-ritter-keenly-aware-of-being-positive\/"},"modified":"2015-11-30T18:57:04","modified_gmt":"2015-12-01T01:57:04","slug":"incoming-state-tourism-director-cathy-ritter-keenly-aware-of-being-positive","status":"publish","type":"post","link":"https:\/\/dh.durangoherald.com\/tj\/incoming-state-tourism-director-cathy-ritter-keenly-aware-of-being-positive\/","title":{"rendered":"Incoming state tourism director, Cathy Ritter, keenly aware of being positive"},"content":{"rendered":"\n

\"Ritter\"
Ritter<\/span><\/figcaption><\/figure>\n<\/p>

DENVER \u2013 The incoming director of Colorado tourism has her sights set on activating rural Colorado, which could be a boon to Durango after the world saw the Animas River turn a mustard-yellow.<\/p>\n

State and local tourism leaders would rather not remind the public of the river\u2019s short-lived discoloration; the result of an August spill from the Gold King Mine caused by an Environmental Protection Agency-contracted team.<\/p>\n

But in some ways, the damage is done. An iconic Durango Herald photo of individuals kayaking in the polluted river floated across the nation and world, with local tourism officials reporting 19 million media impressions made between Aug. 5 and Aug. 24.<\/p>\n

With summer tourism in Durango largely revolving around its outdoor recreation \u2013 much of it centered on the Animas River \u2013 the fear is that tourists may scratch Southwest Colorado off their lists of potential summer getaways.<\/p>\n

Rather than focus on the fact that the river was previously contaminated, incoming state tourism director Cathy Ritter said it\u2019s best to present the river in its current form without revisiting the August disaster.<\/p>\n

\u201cIt is about managing the image for the river,\u201d Ritter said. \u201cThe basic approach on that kind of a message is to share the positive, and not remind people of the negative. The focus would be on reminding people that the river is clear, and not running the pictures of after the spill.\u201d<\/p>\n

Ritter \u2013 no relation to former Gov. Bill Ritter \u2013 is familiar with dealing with tourism issues after catastrophic events. As the prior director of the Illinois Bureau of Tourism, her term spanned the Sept. 11 terrorist attacks in the U.S.<\/p>\n

In the immediate aftermath, people were afraid to travel by air, so Ritter\u2019s office promoted travel discounts throughout the state for people to take short getaways. Because of the campaign, her office watched the Illinois tourism market share grow by 7 percent.<\/p>\n

While the Gold King Mine incident pales in comparison to Sept. 11, it represents a disaster nonetheless, so tourism promotion strategies are similar.<\/p>\n

State officials have yet to pump money into Durango tourism after the event. And it\u2019s unlikely that a large pool of money will be available, as the state is facing a $373 million funding gap.<\/p>\n

Absent funding, social media could prove a powerful tool in encouraging tourists to flock to Durango. Running a live stream of the river flowing at pre-event conditions could be a motivator. Tourism officials hope to pass that message along to the onslaught of winter visitors headed to Southwest Colorado for skiing opportunities.<\/p>\n

\u201cA picture is worth a thousand words,\u201d Ritter said. \u201cSo, if you see somebody enjoying an afternoon in a clear-running river, that erases the images that are not so positive.\u201d<\/p>\n

Anne Klein, spokeswoman for the Durango Area Tourism Office, who also does work for the Colorado Tourism Office, said local officials are trying to shift perception by working with national media, such as \u201cGood Morning America,\u201d to provide a positive message and images.<\/p>\n

\u201cIt\u2019s little things, like referring to it as Gold King Mine, versus the Animas River,\u201d Klein said.<\/p>\n

Even without the spill, tourism officials say a focus should be on promoting so-called \u201cagritourism\u201d by highlighting the state\u2019s farms, ranches and historic communities. Coupled with breweries, wineries, distilleries, hot springs, Native American attractions and abundant wildlife, hunting and fishing, Colorado stands as the fourth-largest state for agritourism providers. Providers report around $33,000 to $48,000 in additional income.<\/p>\n

\u201cWe\u2019re seven hours from Denver. You can get a whole different flavor of the state,\u201d Klein said, adding that Durango tourism officials hope to increase summer advertising to the Front Range.<\/p>\n

Ritter added: \u201cThere\u2019s power in promoting the entire state. \u2026 Why not give Coloradans reasons to visit their own state.\u201d<\/p>\n

pmarcus@durangoherald.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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