Tourist traffic up in Evergreen this summer

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Radio ad, special events are credited

By Beth Potter

Tourist traffic is up about 20 percent in downtown Evergreen this summer, according to at least one store owner.

More customers may be coming to Evergreen to shop because they hear a “Downtown Evergreen” ad playing on KBCO radio (97.3 on the FM dial), according to Trish Wales, president of the Evergreen Downtown Business Association.

The 15-second ad plays during the 7-to-9-a.m. morning commute. It’s airing for a second summer after a successful run last summer and over the Christmas holidays, Wales said.

Listeners this summer are being told to “play, eat and shop in downtown Evergreen,” Wales said. The group is spending $1,250 on the summer ad campaign, or $125 per week for 10 weeks.

“It seems to drive people up,” Wales said. “Our streets are busy, the trolley is crazy on Saturday, and it’s making people think of us.”

Anecdotally, it seems many visitors are from Littleton, Lakewood and Arvada, and they come to shop and play, Wales said. Evergreen and surrounding residents also seem to be supporting the business group’s “buy local” message, she said, which helps keep cash registers ringing.

“We’ve done a lot of ‘live and play and shop here,’ too, and the message has gotten out to our locals,” Wales said.

Weddings, reunions and other related events also bring many visitors to town, said Susan Fariss, owner of Evergreen Crafters. Events like the recent annual Jazz Festival and Dam Ducky Derby always bring in lots of tourist traffic, she said. The winery and the rec center also seem to draw a fair amount of visitors to Evergreen, she said.

“We’re very busy,” Fariss said. “People know about us, and they bring their friends up.”

The Evergreen Downtown Business Association is supported financially by its business members.

Contact Beth Potter at 303-350-1043 or beth@evergreenco.com.