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Colorado is known for its blue skies, but in recent weeks, the coronavirus pandemic put a cloud over the Centennial state’s tourism. In its midst, a group of vacation rentals managers decided to create their own silver lining.

welcome to colorado highway sign

Photo courtesy of rentresponsibly.org

With a population just under 19,000 people, Durango’s small mountain town vibe and close proximity to the San Juan Mountain Range make the region a prime location for vacation rentals. In 2011, Chris Bettin and Keith Brant launched Premier Vacation Rentals Group there, capitalizing on this locale. Today, the company has offices and properties throughout Colorado, Utah, New Mexico, Oregon, Idaho and Arizona.

When COVID-19 hit, it hit everywhere. Chris, now CEO, described the impact to vacation rentals as “reminiscent of living through a wildfire or hurricane—all events we’ve weathered over the years.”

As they grappled with the challenge, Chris and Keith reflected on historic events like the Great Recession. “We realized [this] was different than any other business challenge before.”

Asking themselves what they could do at the start of Durango’s peak rental season, with no bookings in sight, Chris said Premier decided to look instead at a silver lining opportunity…


Read the full article on: RentResponsively.org