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Marketing and public perceptions are very important in determining tourists' visits <br />across the state. The rule of thumb that "all publicity is good publicity" did not apply <br />to the Colorado tourism and recreation industry in 2002. As a result, one <br />recommendation would be that the state, and the resort communities located within <br />the state, be prepared to go on the offensive and identify ways to shift their marketing <br />strategies and focus on the positive aspects about the local tourism and recreation that <br />still exist in spite of the drought. <br />There were several great examples of how the resort communities across Colorado <br />tried to accomplish this recommendation during 2002 and the other years of drought <br />across the state. In each. case, it required that the communities become innovative in <br />identifying new ideas. One community used the grasshopper outbreak as an <br />opportunity to market some good natured grasshopper- related products, thereby <br />poking fun at the natural situation they were experiencing in a positive, rather than <br />negative, way. Another approach. was a "Got Water" campaign, while several <br />communities shifted their marketing focuses toward more water - related themes and <br />highlighting water more on their promotional materials. As mentioned in the <br />previous two recommendations, the web played an important role in positive <br />marketing as well. One community highlighted a "mystery in the desert" website <br />targeted toward Asian audiences. <br />4. Diversify Local Economies in Resort Communities. <br />Colorado resort communities are highly vulnerable to disaster events because their <br />economies are linked so tightly to tourism and recreation. For example, the central. <br />counties within the Colorado rely on tourism and recreation for 51 % of their <br />employment and 76% of their income generation.. Several communities saw the <br />importance of diversifying the economies, as well as diversifying their businesses. <br />One of the examples given was that rafting companies should probably not be just <br />focused on ratting, but have additional sources of income to rely on during the years <br />when rafting is not as available. In. other years, however, it might be the rafting that <br />helps the company to sustain itself through another difficult period. A couple of <br />communities mentioned that developing stronger interrelationships between the resort <br />communities and the surrounding agricultural areas was an important opportunity to <br />improve their diversity and reduce their vulnerability to disaster events. Another goal <br />that communities mentioned was trying to bring their summer /winter tourism and <br />recreation income closer to a 50150 ratio in order to provide some additional diversity <br />in dealing with hazard events. <br />5. Develop Coordinated Water, Wildfire, and Drought Educational Materials. <br />Many of the officials interviewed for this study discussed the importance of <br />developing coordinated water, wildfire, and drought educational materials. Providing <br />this information into the curriculums of schools around the state is an opportunity to <br />increase the understanding of the importance of tourism, recreation, and the natural <br />resources are to the state and the interrelationship of hazards to these sectors. As seen <br />with other topics, such as pollution and environmental issues, educating the youth has <br />a "trickle up" impact on the adult society. Educational materials, however, also are <br />12 <br />