Former Governor Romer Warns Eagle County Not to Price Itself Out of Tourism Market

Aspen —Core Transit. A best-in-class case study of collaboration between government and private sector, according to former Governor Bill Romer. It’s the kind of win that makes local officials look good, but it also highlights a growing tension in Eagle County: the pressure to raise taxes versus the need to keep tourism competitive.

Romer, writing in the Vail Daily, argues that tourism isn’t a luxury for the central Rockies. It’s our economic foundation. Sales tax drives local services, and sales tax depends entirely on visitor spending. When fewer visitors come, employee paychecks shrink and valley-wide bus service declines. The math is straightforward, even if the politics are messy.

The problem isn’t that taxes are inherently bad. Romer acknowledges that higher taxes can fund public projects, and voters have a strong track record of supporting well-reasoned measures. The issue is the process. We’re seeing economic pressure rise nationwide. Consumer confidence is down. Interest rates are squeezing budgets, and discretionary spending is shrinking. For many locals and visitors alike, ski trips are becoming less frequent or replaced by cheaper alternatives.

If we raise fees without looking at the broader picture, we risk killing the goose that lays the golden eggs.

Romer points out that guests are savvy. They compare costs between Aspen, Park City, Summit County, Telluride, Whistler, and Jackson Hole. If Eagle County becomes known as overpriced or inconsistent in how we apply taxes, visitors will book elsewhere. This isn’t just about property owners paying more. It affects restaurants, activity providers, retail shops, and transportation. Fewer bookings mean less economic activity and fewer jobs — a ripple effect across the entire community.

The current approach often feels reactive rather than strategic. Romer suggests we need to focus on using existing resources more efficiently before demanding more money from residents and businesses. We must prioritize wisely and work within our current means. New taxes need to be timely, strategic, and equitable.

On paper, this sounds reasonable. In practice, it’s a call for restraint. Local governments need to listen to industry feedback and create programs that balance community priorities with long-term competitiveness. It’s not enough to say we need more revenue for public projects. We have to prove that the process behind raising those taxes is as robust as the projects themselves.

Romer’s argument is a reminder that tourism is an elastic market. We’re not the only destination with beautiful mountains. If we become inconsistent, visitors leave. And when they leave, the tax base shrinks, and services suffer.

The bottom line for Eagle County is simple: we can’t price ourselves out of the market while trying to build it up. Core Transit works because it involved collaboration, not just mandates. We need more of that.