“Yes,” says Michael Martelon, CEO of the Telluride Tourism Board, “this may be the first time the cover of the visitors guide is not of a skier or the mountain.”
The reason, he explains, is that people who request the visitors guide or read it once the arrive to Telluride are already interested in skiing. “They know about our wonderful skiing and our great mountain. With the visitors guide we wanted to illustrate the depth of our local culture and show all of the other things that are available here.”
The guide, published by Telluride Publishing in partnership with the Tourism Board, is the first to be produced since Martelon took the reins of the local marketing agency. The winter guide will be officially launched today, Thursday, October 13, at a reception at Cosmopolitan restaurant in Telluride at 4 p.m. The public is invited.
Martelon’s touch is evident throughout the winter guide, which has been reorganized to put “resort branding” in the front of the book and the listings of local businesses at the back.
“This year,” he writes in a letter on page 4, “we’re trying even harder with our Visitor’s Guide to give you a sense of our community.”
To that end there are brief profiles of a number of local personalities who work with visitors. Among others, there are stories about Jody Lambert, who works as the Certified Destination Concierge at the Tourism Board, Noah Sheedy, director of the Telluride Ski and Snowboard School, Robert Weatherford, who teaches art at the Ah Haa School, chef Chad Scothorn, owner of Cosmopolitan, and Elizabeth Tracy, Youth Services Director at the Wilkinson Public Library.
“The idea is to celebrate the people and personalities who make up the brand,” Martelon said. “We are using the Visitors Guide to brand the resort. We want readers to be romanced by the destination and all that we offer.”
Also on display throughout the Visitors Guide are destination ads that are part of the Tourism Bureau’s “in a word” campaign. “Breathtaking” describes a Telluride wedding, for example, and “Effortless” the experience of booking a vacation through the Visitors Bureau.
Eighty thousand copies of the Visitors Guide have been printed. They will be mailed as a fulfillment piece in response to requests for information about the resort and will be widely distributed at hotels and racks in Telluride and Mountain Village all winter long.