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The council discussed replacing some of the visitor draw lost from the canceled Fat Tire Festival by promoting other events, trails, maps, videos, and mountain-biking advertising; about $2,500 in special-event funding may be available because of the cancellation.
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Fruita tourism staff and advisers are developing new ways to attract visitors, including trail maps, a possible video series, newsletter coverage, and additional advertising. The council also discussed using Placer AI to track visitor activity and compare it with past years. Lodging tax revenue in 2025 was 2% lower than in 2024.
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