Snowmass Village, Colorado
The Viceroy Snowmass Hotel Brand Analysis, Feasibility, Fiscal Impact & Incentives Analysis
The Town of Snowmass Village retained Hunden Partners to evaluate a proposed conference hotel for one of three commercial areas: Base Village, Town Center, and West Village. The Town sought Hunden’s services in hotel market analysis as well as studying trends in convention hotels and the meetings and convention industry, to help identify the hotel brand that would be the best match for the community and increase year-round occupancy.
Situation
Snowmass Village, Colorado, is a popular winter ski resort in the Rocky Mountains. Town leaders were exploring opportunities to increase tourism during the slower summer months by adding a conference hotel that would help Snowmass become a year-round destination. In addition, the community was interested in a new Base Village that would refresh the Snowmass brand.
The Town of Snowmass Village retained Hunden Partners to evaluate a proposed conference hotel for one of three commercial areas: Base Village, Town Center, and West Village. The Town sought Hunden’s services to help identify the hotel brand that would be the best match for the community and increase year-round occupancy.
Approach
Hunden analyzed the benefits that the 173-room Viceroy Hotel brand would bring to the Town compared to those of a nationally recognized hotel chain. The analysis included an assessment of current hotel trends, including the condominium-hotel financing structure. Hunden found that the high-quality Viceroy brand would provide the desired impacts to the community. Hunden also identified potential funding tools and conducted an incentives analysis.
Impact
Based on these findings, the Town of Snowmass Village proceeded with the development, and the Viceroy Snowmass Hotel opened in 2009 with ski-in, ski-out access, an outdoor pool with a ski-in, ski-out pool bar, a 7,000-square-foot spa, five on-site restaurants, and direct access to more than 100 miles of hiking and biking trails.
In 2025, the Viceroy Snowmass Hotel expanded its offerings through the recent opening of the Cirque Residences, adding new luxury slope-side units and upgraded amenities to support year-round visitation.
