FROM IMPACTED TO IMPACTFUL
With a population just under 19,000 people, Durango’s small mountain town vibe and close proximity to the San Juan Mountain Range make the region a prime location for vacation rentals. In 2011, Chris Bettin and Keith Brant launched Premier Vacation Rentals Group (now VRC) there, capitalizing on this locale. Today, the company has offices and properties throughout Colorado, Utah, New Mexico, Oregon, Idaho and Arizona.

When COVID-19 hit, it hit everywhere. Chris, now CEO, described the impact to vacation rentals as “reminiscent of living through a wildfire or hurricane—all events we’ve weathered over the years.”

As they grappled with the challenge, Chris and Keith reflected on historic events like the Great Recession. “We realized [this] was different than any other business challenge before.”

Asking themselves what they could do at the start of Durango’s peak rental season, with no bookings in sight, Chris said Premier decided to look instead at a silver lining opportunity…