Chamber Weighs In On the Community Marketing Commission

Memo to City Council Regarding Community Marketing Commission

Breaking News

Lodging Tax Passes!!!

Early returns indicate the Lodging Tax has passed!!!
7091 (58%) Yes | 5056 (42%) No (as of 11:33 p.m.)

For more results, click here.

Lodging Tax - Vote 'Yes' on 2B!

Advocacy on behalf of our investors – and Loveland’s business community in general – is a key focus for the Loveland Chamber of Commerce. As you may have seen, implementation of a lodging tax will be added as ballot issue 2B for the upcoming November elections. Due to many benefits that can arise from this tax, the Loveland Chamber of Commerce, backed by a decision from the board of directors, is in support of a lodging tax for the city of Loveland. We request the support of our investors on the passage of this initiative and have outlined several facts and details about the lodging tax to support our ‘pro 2B’ decision.

Tax Will Scare Away Travelers. Really? Let's Look at the Facts.

The use of a Lodging Tax to help fund a community's ability to market itself is quite a common practice. In fact it's a challenge for any traveler to avoid it when traveling. Currently, more than 50 Colorado cities and towns, including our neighbors Fort Collins, Greeley, Longmont and Estes Park implement a lodging tax, and for good reason.

Fort Collins and Estes Park are considered the No. 3 and No. 4 top tourist destinations in Colorado respectively, behind only Denver and Colorado Springs (Longwoods International’s Colorado 2008 Travel Year report). This statistics proves two things: 1) that despite implementing lodging tax, these destinations remain popular among tourists, and 2) these cities are benefiting from additional income into their local economies by the large number of tourists who choose these destinations. As the ‘gateway’ to Rocky Mountain National Park and Fort Collins’ sister city, Loveland is in an excellent position to increase tourism and the local economy. There is no reason that Loveland cannot achieve the same, if not better, results than our neighboring cities.

Visitors Will Not Pay Their Way... NOT!

Opposing the lodging tax based on the premise that will pull needed resources from our government services is erroneous. Studies show that for every $100 a visitor spends on lodging, s/he will spend an additional $343 in the community, be it at retail establishments, restaurants, etc.

The total tax rate in the City of Loveland is 6.7%. The breakdown is City of Loveland 3%,

Larimer County .8% and State of Colorado 2.9%. Taking these rates into account, and assuming that a visitor spends a full $343 in Loveland, $10.29 of that amount will be given back to the city to pay for much needed city services. Multiply that by 365 and you’re looking at $3,755.85 a year for the City of Loveland for just one visitor!

An realistically, how many of our services will our visitors use? And if your concern is highways, please appreciate many of those visitors are already using our highways as they make their way to Rocky Mountain National Park without ever staying a single night. Instead of missing out on their contribution to paying their way, the lodging tax does just the opposite!

Don't Be Fooled by the Word 'Tax'

Please don’t be fooled by the word tax. The passage of ballot issue 2B is NOT a tax directed at the citizens of Loveland; it is a tax that is paid for by the individuals and groups that visit Loveland by occupying a hotel room. Currently, more than 50 Colorado cities and towns, including our neighbors Fort Collins, Greeley, Longmont and Estes Park implement a lodging tax, and for good reason.

Myths Debunked!

Creation of jobs & enhanced economic development

Tourism dollars act as an economic stimulus as they are new dollars brought in from outside our community and spent locally. For every $1 spent by visitors on lodging, the Loveland community will receive an additional $3.43. This $3.43 is the additional income resulting from visitor’s purchases at local retail establishments and restaurants (The Economic Impact of Travel on Colorado 1996-2005; Dean Runyan Associates, Larimer District).

For example, if a visitor to Loveland spent $100 on a hotel, our community would benefit from an additional $343 that same visitor would spend on purchases at local retail establishments, restaurants and other businesses offering products and services. Multiply that by 365 days and we have an additional $125,195 flowing through Loveland – directly benefiting business and creating more jobs. And that is just for one visitor a day.

What if we averaged ten visitors a day? Loveland would have $1,251,950 from outside our community flowing through Loveland's economy. That is over one and a quarter million dollars a year in addition to what the city is already circulating.

Why Support 2B?

Loveland business and community will realize several benefits with the passage of 2B:

  • Creation of jobs in the service, recreation, entertainment and hospitality industries in Loveland
  • Improved awareness of Loveland and our amenities
  • Enhanced economic development
  • Improved promotion of tourism and conventions
  • Increased number of community events

What Others Are Saying

From Christopher McLaughlin

Supoorting a Lodging Tax to Build a Better Downtown Loveland

In 2006, my partner Josh Emrich and I brought together the best creative minds in branding, design and interactive technologies to create a small, yet powerful design firm located in downtown Loveland called the Tenfold Collective. Our name says it all. We help our clients communicate in a way that pays back tenfold.

We also believe in supporting initiatives that payback tenfold for our community. And that is why we support the 2B, the proposed lodging tax. We believe the lodging tax will bring improved awareness of Loveland and our amenities; create jobs in the service, recreation, entertainment and hospitality industries; increase the number of community events; and improve tourism, bringing more conventions to Loveland.

We chose downtown Loveland as the location for the Tenfold Collective because we enjoy the architectural diversity, art, unique shops and restaurants downtown Loveland has to offer. We believe in supporting the historic preservation of the buildings, as well as the cultural activities, downtown festivals and events, but we can’t do that effectively without the marketing dollars Proposition 2B will bring to the community.

Help us support the museum… preserve the Rialto. Join us in voting “yes” on 2B and in creating a better Loveland!

Thank you,
Christopher McLaughlin

Posted on October 21st, 2009 by Christopher McLaughlin

From Roxie Ellis

Support for Voting 'Yes' on 2B - Lodging Tax

I love that every February the city of Loveland is at the front of everyone’s minds. Wouldn’t it be great if Loveland were at the top of everyone’s minds all year ‘round?

Just think of all the tourists we could bring here! Think of all the money we could generate for Loveland businesses – the hotels for couples looking to get away… the wedding professionals like myself that would benefit from couples wanting to get married here… we host over 120 weddings per year with over 50% coming from the Denver Metro area and with the average wedding being 200 guests that means 12,000 visitors that have the possibly of needing lodging and we are only one venue. We would love to see Loveland thought of as a destination wedding city.

For this to happen, we need to promote Loveland. To do this, we need money. From where? A lodging tax. It is NOT a tax on Lovelanders. It’s a tax on individuals occupying a hotel room. If Loveland passes a lodging tax, we can put Loveland on the map as a year round destination for LOVE. Join me in voting “yes” on 2B this November.

Thank you,
Roxie Ellis

Ellis Ranch Event Center & Wedding Parks
2333 Ellis Ranch Lane
Loveland, Colorado 80538
970-593-9570 (Facebook)

Posted on October 1st, 2009 by Roxie Ellis

From Cathy Vance

Support for Voting 'Yes' on 2B - Lodging Tax

A lodging tax will bring additional funding to our city. It is said that for every $1 spent on lodging, $3.43 goes back into the community and the local economy.

A growing economy will positively impact the housing community. According to the report, ‘Tourism in the Fort Collins Economy’ by Harvey Cutler with Colorado State University, expanding tourism within a city makes housing more affordable and reduces income inequality. It will also grow local businesses and give us the means to entice larger companies to move to Loveland, which will increase jobs. All of these things have a positive outlook on our local economy and our local housing community. More of our residents will have job opportunities and affordable housing options.

I am a Loveland resident and REALTOR® and one of the best benefits of my job is helping potential homeowners recognize the abundant amenities that Loveland offers. I know that a lodging tax will provide the revenue to bring many new opportunities to our city. I strongly encourage the community to recognize the benefits and vote ‘yes’ on 2B in November.


Cathy Vance
The Group, Inc. Real Estate
5401 Stone Creek Circle
Loveland CO 80538

Office 970-613-0700
Mobile 970-231-0234
Fax 970-667-7955

Posted on September 30th, 2009 by Cathy Vance