Wednesday, November 4, 2026
Angel Fire's tourism director brought a simple message to the Village tourism board on October 27: advertising works. In his report to the board, Craig told members that paid advertising directly drives the searches, referrals and bookings that fill lodging rooms and restaurant tables across the Moreno Valley, and he urged the Village to keep its marketing steady through the whole year rather than turning it on and off with the seasons.
The pattern he described was hard to miss. When advertising stopped, interest in Angel Fire dropped sharply, as fewer people searched for the Village, followed referrals, or completed bookings. When the Village reinvested $55,000 in the spring, that interest rebounded. For a small mountain community whose economy runs on visitors, the lesson was that stopping and starting promotion loses momentum, while a steady, year-round presence keeps Angel Fire in front of the families planning their next trip.
Much of that promotion is paid for by the visitors themselves. Angel Fire collects a five percent lodgers tax on the rent charged by hotels, lodges, condominiums and short-term rentals, and state law allows the money to be used for advertising that promotes the community's tourist attractions, facilities and events. A five-member advisory board, drawn from lodging operators, tourism businesses and a Village resident, helps manage the fund and advises the Village Council. Village planning documents note that lodgers tax collections have risen 195 percent in the six years since the pandemic, and the Village overhauled its marketing in 2024 with a digital campaign and a new Visit Angel Fire website that promotes events and connects visitors with lodging.
The timing of the discussion matters. Angel Fire Resort opens its winter season on December 11, and season passes are at their best price through November 11, so the next few weeks are when many families in Texas, Oklahoma, Kansas and Colorado decide where they will ski this winter. The Lodgers Tax Advisory Board meets again on Wednesday, November 11, from 10:00 to 11:00 in the morning, and the Village Council meets the evening before, on Tuesday, November 10, from 5:30 to 7:30. Both meetings are open to the public, and anyone whose livelihood depends on visitors has a reason to listen in.
For visitors, the takeaway is simpler. Angel Fire is a village of neighbors who earn their living by welcoming guests, and the community intends to keep telling its story in every season, from the first snows of winter to the green meadows of summer. This morning began foggy and cold at 27 degrees in the valley, but the day is expected to turn partly cloudy with a high near 52, which is a fine invitation to come and see the Moreno Valley for yourself.