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Sponsored content: Locals, guests benefit from tourism, resort

Each year more than 1.2 million tourists visit the Four Corners region.

Beautiful views, an endless array of outdoor activities and a vibrant local culture make this region an attractive destination for adventurous vacationers year round. Purgatory Resort, just 25 miles north of Durango, lures more than 500,000 visitors annually.

"We get a mixture of locals and destination visitors," said Greg Ralph, Vice President of Sales and Marketing at Purgatory Resort. "The locals are very big about bringing destination visitors to us. Their friends and family come, but more than half of our visitors are from out of state."

Because Purgatory draws half a million visitors each year, it is an asset to the region's economy. The resort employs more than 1,000 people in the winter season.

In addition to payroll, Ralph said Purgatory contributes to the local economy by spending as many dollars as they can locally for other goods and services. Moreover, Purgatory draws tourists who spend more money.

"We estimate probably a quarter of the spend they do is at the mountain," he said. "There is another three times that much money spent in the local community with lodging, dining, other activities, gas, groceries - all the things they need to supplement their vacations."

While many of these visitors drive from other areas in Colorado, New Mexico, Utah, Arizona and Southern California, a report from 2014 indicates nearly 100,000 new visitors flew into the Durango-La Plata County Airport. In 2015, spending by airport visitors generated $43 million in revenue for La Plata County.

Ralph said guests that travel from greater distances, such as Texas, Oklahoma, Arkansas and Louisiana, tend to spend the most money in La Plata County.

"The further they come to visit us, usually the longer they stay, the more they are going to need when they get here and the more they spend," he said.

While mother nature is Purgatory's biggest challenge, the resort also faces adversity with guest's ability to reach the resort. Though the road access to Purgatory is good, the airport is too small to serve long distance travelers adequately.

"There are some challenges with our guests getting here," Ralph said. "I think the flights are getting more and more difficult to book on a consistent basis. Flights are filling up. There are not enough flights in and out of some markets, and we don't have the competition we need."

Because of these challenges, Purgatory is trying to work with the community to improve the access to the region and the resort. Ralph believes the airport is vital to both locals and tourists. He said he believes supporting the airport expansion could bring in more flights and competition, making flying into Durango La Plata County Airport more affordable for families. Without approving the expansion, Ralph says he believes it would hurt not only the resort, but the entire region.

"It sort of leaves us behind," Ralph said. "If we don't make those improvements as other communities are, we could lose flights to other regional destinations and it will hurt our whole economy. It is essential the airport is improved upon."