The newly formed Pagosa Lodgers Association recently met with the Archuleta County Board of County Commissioners (BoCC) during a work session, with the discussion centered around the possibility of the association receiving funds from the county and what the potential funds would be used for.
Discussions on the matter also took place at recent Pagosa Springs Area Tourism Board meetings, with Commissioner John Ranson asking if the association would be interested in receiving funds if the county were to be able to contribute funding and what it could do with said funds.
The Pagosa Springs Area Tourism Board is a citizen advisory committee to the Pagosa Springs Town Council and BoCC, tasked with the purpose of making specific recommendations relative to expenditures of the 4.9 percent town lodging tax and 1.9 percent county lodging tax, according to the town’s website.
The board has nine members, including representatives of real estate, lodging, short-term rentals, recreation/hospitality and the Chamber of Commerce, along with a BoCC member and town council member.
During the Nov. 5 work session with the county, the lodgers’ association was represented by Jesse Hensle, Anne-Marie Sukcik, Kelly Spence and John Harper.
“The association promotes strategies that drive overnight stays — heads in beds — and support tourism-driven economic growth,” Hensle said, noting its goal is “to increase tourism to the area.”
He went on to explain that there’s been an ask to see if the association were able to get funds, what would it do with those funds.
Hensle noted his ideas as “merely thoughts,” and that the association is in the very beginning stages of cornering what that might look like, though he indicated that the allocation of funds would be used as “purely supplemental.”
He explained the association is not asking for funds because of deficiencies or gaps, but sees it as an “opportunity to layer on” different messaging and advertising that the tourism board is doing through Visit Pagosa Springs — the official tourism organization — and potentially give the association more share of voice in position advertising for Visit Pagosa Springs.
Hensle stated that the funds would likely be used for public relations (PR) initiatives that would include things like bringing in media influencers into the community to “tell the story of Pagosa” by focusing on local businesses and requiring that a lodger be highlighted along with other local businesses like restaurants and excursion companies.
Ranson explained that he brought the idea up of funding the association, describing it as a “win-win,” while noting there is a lodging representative on the tourism board.
Ranson commented that if the two groups could work together, “we all benefit,” explaining the community would benefit from lodgers’ and sales tax revenues increasing.
“If funding became available, we’d like to visit with you all,” Ranson said.
Hensle also commented on the effects lodgers are seeing due to the flooding events that occurred in October.
“This flood has been devastating to the lodgers,” he said, claiming that The Springs Resort and other lodgers have seen a “rash of cancellations” due to viral videos of the flooding events being shared online.
Hensle commented that the lodgers can help control and change the trajectory of bookings with their data, and noted that Visit Pagosa Springs has done “a lot of initiatives” but questioned what the next step is for them.
Hensle stated that The Springs Resort lost about 50 percent of businesses for December “because of the videos. People think that our entire resort has been ravished and the town is gone.”
Hensle noted that there “could be a larger issue,” but that even when expressing to potential guests that the resort is open, people are still choosing to cancel.
Hensle went on to describe the situation as a “weird serendipitous opportunity” in that if lodgers had more control of their funds they could get more visitors to come to Pagosa Springs, whereas Visit Pagosa Springs is “restricted at times” with varying interests from the tourism board that sometimes results in pulling back on marketing funds.
“This would allow us to have more control,” he said, noting The Springs Resort is paying for five media influencers to come and stay at the resort this month.
“We’d like to see more of that going on as much as possible,” he said.
Commissioner Warren Brown indicated that he was interested in hearing more about the association’s plans on what it could do if it were to receive money from the county.
Brown commented that unlike the tourism board, “each of you have a specific business interest in making this work.”
He explained that the board might have diverse backgrounds, but all of its members do not necessarily “have a dog in the fight financially,” adding that anytime there is an opportunity to bring in different perspectives it helps the overall situation.
“From the county’s perspective, I do believe it’s a good investment because we’ll get the money back,” Ranson said. “I’m a big fan of this group. I think they can help us.”
Commissioner Veronica Medina asked what the financial ask would be in terms of an actual dollar amount.
Hensle responded explaining that the association has not put together a number yet, noting it was approached by the county with the idea.
He commented that trying to figure out that number would be part of a bigger conversation by “knowing what the piece of the pie could be,” which would lead to knowing what strategies and initiatives are possible.
Medina also asked if it would be a yearly ask if funding were available, or if the association would be able to become self-sufficient at some point.
Hensle indicated that it would likely be a yearly ask, noting that “membership fees, dues or anything like that would never come close to potential tax funds we could get.”
Medina described the situation as “convoluted,” explaining that the funds would not be coming out of the tourism board’s funds, but would rather be an additional line item in the BoCC’s budget.
Medina also questioned if there is a different possibility where funds would be directed from the tourism board to the lodgers association.
“I wouldn’t be opposed to that,” Ranson said, explaining there is a potential lodgers’ tax increase vote coming next year that could raise the county’s lodging tax rate up to 6 percent.
He added, “I could see how it could come out of tourism and justify it,” adding, “that’s not music to their ears, but I truly believe two groups can do so much more than just one.”
Ranson also noted that part of the current funds going toward the tourism board have to be used for marketing.
“I don’t have a concrete answer,” Ranson said, explaining the point is there is a difference in spending and investing and this will give “the whole community” a return on that investment, including businesses and people who own those businesses. “To me, that’s important.”
Medina commented that if it is the plan to pull funds from the tourism board, the BoCC would need to discuss it with the town council.
She went on to express she is glad to hear the lodgers’ association is wanting to collaborate and that she doesn’t want to hinder it in any way, but her opinion is that “what you want to do, and what tourism is doing— it’s the same thing.”
Medina then questioned why working together hasn’t been an option “since you do have a representative on the board.”
“We’re only one voice,” Hensle replied, “so we don’t really have much of a say or input.”
He questioned how much weight that carries before the town council.
“This would allow us to have a greater share of voice and as part of the people who are contributing to the lodging funds it just seems an alignment to have a larger voice as to how those funds could be used,” Hensle said.
He commented that in trying to work together, there are issues encountered where certain channels can’t be activated, “or they get denied along that path.”
Sukcik commented that the lodgers’ association would be taking a different approach.
“We are looking at the experience in Archuleta, in Pagosa,” she said, explaining that could involve marketing efforts that show people staying in RVs, going to restaurants, going on hot air balloon rides and soaking at The Springs Resort.
She added, “Showing that whole experience to potential visitors” is what the lodgers’ association is thinking about, “which we don’t currently have.”
Hensle commented that there tends to be PR efforts lumped into Colorado as a whole and there aren’t as many stand-alone articles on Pagosa Springs.
“This effort would allow us to go directly after that,” he said.
In a later interview, Ranson explained that no one from the lodgers’ association made a formal request to the BoCC for funding, but that he initiated the conversation in a tourism board meeting “months ago.”
Ranson indicated that “it won’t be this year, but could be next year” as to when the association could receive funding.
Ranson also explained he has only one vote on the BoCC and he was unsure how his fellow commissioners felt on the matter.
Ranson described the situation as being in “just preliminary talks” and that there is “nothing imminent by any stretch.”
Ranson also explained that the funds would be used for more marketing initiatives, while acknowledging that there has been some “history” between the lodgers and the tourism board.
“What I care about is moving forward,” he said, explaining that both groups could coordinate to bring more people, and revenue into the community through lodgers’ and sales tax. “I’m just one of those that believes if we all work together we can do a lot more.”
Ranson added that he has “nothing but respect” for the tourism board and Visit Pagosa Springs Executive Director Jennifer Green’s work, and that he sees the lodgers’ association helping, not hurting.
“Hopefully start thinking about working together,” Ranson said, explaining that it “works both ways.”
Ranson also discussed information the lodgers can bring to the table.
“They don’t really provide some data that would be extremely helpful,” Ranson said. “If we could get that kind of data it’d be huge.”
He added that, by working together, “that means you guys can help out, too.”
Ranson also explained that even though he believes more can be happening in the marketing realm, “I’m extremely happy and pleased we’re doing as well as we’re doing compared to the rest of the state,” noting that Pagosa has “kind of bucked the trend” positively this year.
“I’m not disappointed whatsoever at the success of the tourism board,” he said, “but I do know that there is room for the hotels to fill more than they are now.”
He added, “I do think that we could actually increase our tourism,”, acknowledging that might not be the attitude of everyone in the community.
“But, if we’re gonna be honest with ourselves, we all need the revenue,” he said.
He explained that additional revenue generated from tourism could go toward things like roads and other infrastructure needs in the community.
“We all need more revenue, and that’s a good way to bring it into the community, in my opinion,” he said.
When asked about funds needed for other things in the community, Ranson stated, “I think the marketing will generate funds for those other needs.”
He also noted that one of the “fairly healthy” revenues the community has seen over the year has been on retail sales tax, noting that from the county’s perspective those funds go toward roads.
He also commented on the potential ballot question for 2026 of raising the county’s lodging tax, noting it can go up to 6 percent.
“The majority of that, in my hope, would go towards roads,” he said.
Ranson also commented that the public needs to be able to trust the county if the county wants to pass a ballot question such as raising the lodging tax.
“I truly believe that if we can increase the tourism side of things, that that will flow into areas where we all need funding,” Ranson said.
In regard to what kind of financial ask he anticipates from the lodgers’ association, Ranson indicated, “I think it’s gonna be reasonable.”
He explained he doesn’t anticipate it being anywhere near the amount the county is currently contributing to the tourism board.
“I would not be in favor of that kind of level,” he said, indicating he would be in favor of “a lot smaller amount.”
He added, “We certainly don’t need both of them spending that kind of money.”
According to Green, the county contributed $570,686 in lodging tax revenues to the tourism board in 2024, and that $575,000 was budgeted for 2025.
When asked about what type of marketing would be performed by the lodgers’ association, Ranson indicated that he predicts it will be “somewhat generic,” similar to the tourism board’s initiatives, but with a different perspective.
“They’re gonna have to lay out a generic plan,” he said, expressing he would not be in favor of marketing that highlights specific individuals or businesses.
Tourism board meeting
More information on current sales tax collections was shared later that day during the Nov. 5 tourism board meeting, with Green indicating that September lodging tax collections “ended up 4.19 percent up,” or $3,272 over last year.
She noted the year-to-date collections are up slightly over 10 percent, or around $66,000.
Green also explained that she attended a state conference on tourism recently, indicating that it was not the most encouraging conference, stating there is “turmoil and headwinds in tourism, and our numbers are one of the few in the state that are up right now.”
She added, “Perhaps some challenging times with tourism.”
The tourism board also heard a Chamber report, with a Chamber representative indicating that based on self-reports from businesses in the community, 43.3 percent of business reports were down more than 20 percent in September 2025 compared to September 2024.
The representative noted that 20 percent of businesses are reporting being down 10 to 20 percent in the same comparison, and 16.7 percent of businesses are reporting being down 5 to 10 percent.
“Again this is all self-reporting,” the representative stated.
A lodgers’ association report was also given during the tourism board meeting by board member Sarah Mashue, who expressed that the flooding events that occurred in October significantly affected lodgers.
She indicated that The Springs Resort reported more than 300 cancellations and that “December is looking soft.”
Mashue indicated that at least four other lodging properties had reported cancellations due to the flooding events.
Mashue also explained the lodgers’ association met with the BoCC to discuss potential funding and opportunities to work together.
Tourism board member Shane Prince asked how that would work with the lodgers’ association potentially being funded by the county.
Green explained that funds for the association could come from lodging tax collections, with Ranson explaining it could be that or an “alternative.”
“I believe strongly that two organizations marketing is a good thing for this community,” Ranson said.
Tourism board and town council member Gary Williams inquired as to how many rooms the lodgers’ association represents, to which Green indicated it is a little over 400.
Williams then asked how many rooms Wyndham has, with Prince answering 463.
“So, could Wyndham ask the county for lodging tax also?” Williams asked.
Wyndham is not a current member of the newly formed lodgers’ association.
Tourism board member Rosanna Dufour indicated that nobody from the lodgers’ association asked for funds, but that they were approached with the idea by a county commissioner.
“They didn’t come asking for money,” Ranson said, explaining he was the one to first approach the lodgers’ association with the idea.
Prince described the situation as a “fascinating concept,” in that associations can request money from public entities.
In response to a question from the board, Green indicated that Visit Pagosa Springs has “a lot of ads in place,” including extra paid Meta efforts showing the current situation of the town and the river.
Green indicated that the board has “well over $100,000” of marketing dollars in action right now.
The board also discussed having a meeting with the lodgers’ association before the end of the year.
It was ultimately decided that the board would invite the lodgers’ association to a work session in conjunction with its next regular meeting, scheduled for Dec. 3 at 4 p.m.
Additional information on that meeting including the agenda and Zoom link can be found online on the town’s website, pagosasprings.co.gov.
clayton@pagosasun.com
>