27 Mar TMVOA & Mountain Village: Over $1 Million in Combined Community Support!
As a result of the economic impacts associated with the labor dispute and temporary resort closure and the need to support vibrancy efforts, the Town of Mountain Village and Telluride Mountain Village Owners Association (TMVOA) invested more than $1 million from December to March to support Mountain Village businesses, residents and tourism marketing efforts.
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Holiday Programming
Once the resort closure was announced, the Town and TMVOA mobilized within days to deliver a 10-day holiday programming series across Mountain Village’s public spaces.
Programming included live alpacas in Sunset Plaza, DJ skate parties at the ice rink in Reflection Plaza, a 23-foot ice sculpture and light mapping show in Heritage Plaza and a free western photo booth, a kid activity zone and a nightly movie series at the Telluride Conference Center.
The kid activity zone welcomed 584 children over 10 days, and movie nights drew 300 attendees across 7 screenings. TMVOA took the lead on planning and invested $150,000 into the holiday programming, and the Town provided operational and marketing support.
“In just a matter of days after seating several new board members, our new TMVOA board committed funding amidst uncertainty around holiday skiing, and by December 26, we launched 77 programs over 10 days in partnership with the Town,” said TMVOA’s Chief Operating Officer Patrick Latcham. “It was a herculean effort made possible by strong community support. It truly takes a village.”
Business Stabilization: STEADY Program
In February, the Town and TMVOA launched the STEADY Program, a business stabilization grant initiative. A total of $195,000 — contributed equally by both organizations — was distributed to eight locally owned, brick-and-mortar businesses located in Mountain Village. Grant awards were issued to recipients beginning March 18, 2026.
Applications were reviewed using objective, pre-established criteria by a Business Stabilization Grant Committee comprised of two Mountain Village Town Council members, one Town staff member, and two TMVOA representatives.
“Many of our businesses suffered significant hits to their profitability in both December and January,” said Town Council Member and STEADY Committee Member Pete Duprey. “We hope these funds provided through the STEADY program will provide some stability to our businesses in this difficult time period, particularly as we go into the off-season.”
“Our business community is the heart of Mountain Village, and many were navigating a real crisis this winter. The Town took the lead in developing the STEADY Program and TMVOA was glad to be a part of the process, serving on the review committee and helping fund a timely, collaborative response for our local businesses,” said TMVOA Board Member, Secretary and Treasurer and STEADY Committee Member Paul Zoidis.
Live Music in Heritage Plaza
TMVOA also acted quickly to develop and launch several free apres-ski concerts in the Village Center.
On February 5, Vandelux, a nationally recognized DJ played to a packed Heritage Plaza. The concert was made possible thanks to a TMVOA partnership with the ski group Ski Tech.
And the Tips Up Fri-Yay apres ski music series was announced shortly after, offering seven free concerts from nationally touring bands in Village Center each Friday, February 20 through April 3, 3:30 to 5:30 p.m.
Community Relief: Good Neighbor Fund
The Town and TMVOA each committed $100,000 to the Telluride Foundation’s Good Neighbor Fund, an emergency assistance program administered by Tri-County Health Network for the local workforce and residents. Mountain Village also provided $31,500 in rent relief for tenants of town-owned properties, distributed through the Good Neighbor Fund application process.
Tourism Marketing: Telluride Tourism Board Recovery Campaign
The Telluride Tourism Board launched an economic recovery campaign immediately following the end of the labor dispute and the reopening of Telluride Ski Resort. The goal of the campaign was to amplify the reopening of the resort, welcome guests back to the destination, and drive immediate bookings. With $526,500 in incremental funding from the Town of Mountain Village ($132,000), TMVOA ($132,000), and the Town of Telluride ($262,500), the campaign was expanded to deliver additional impressions and extended through mid-March.
“The swift action and collaborative investment from the Town of Mountain Village, TMVOA and the Town of Telluride allowed us to significantly expand our campaign at a critical time, ensuring we effectively reached our audience with positive messaging and welcomed them back to our community,” said Telluride Tourism Board Executive Director Kiera Skinner. “Preliminary results show the campaign generated 109 million impressions, overdelivering by 34%, with click-through rates significantly exceeding industry benchmarks and a return on investment of $295 for every dollar spent.”
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