Situational Analysis

Set against the foothills of the Rocky Mountains, the Denver and Northern Colorado region is the state’s urban hub. The area is rich with dynamic cities and towns, each with its own distinct character. While renowned for its stunning natural landscapes, vibrant cultural heritage, and strong community spirit, there is a pressing concern to ensure that all residents and visitors have equal access to and benefit from these assets.

To address these issues, the strategies in this plan focus on enhancing accessibility and inclusivity, with attention to socio-economic backgrounds, racial diversity, and abilities. By collaborating with industry partners to train frontline employees, the region aims to promote responsible behavior, sustainability, and inclusivity, fostering a culture of respect and stewardship. Additionally, environmental programs will engage residents and visitors in conservation, cultivating a community of informed and dedicated stewards.

Increasing volunteerism through a centralized database will strengthen community engagement and foster a sense of ownership of local parks and trails. Highlighting the region’s music heritage and venues will enhance its identity as a premier music destination, while integrating art in public spaces will blend cultural and natural experiences. Addressing workforce housing challenges and promoting eco-friendly transportation will improve quality of life and environmental sustainability. Collaborative efforts to honor Indigenous heritage and promote agritourism reflect a commitment to cultural respect and economic diversification.

The destination stewardship priority strategies identified through stakeholder consultations for this region include:

  1. Expand the Region’s Efforts Towards Inclusivity and Accessibility
  2. Increase Training for Frontline Stewardship Ambassadors
  3. Create a Youth Stewardship Program
  4. Enhance Trail Ambassador and Volunteer Initiatives
  5. Elevate the Music Scene
  6. Integrate Art into Outdoor Recreation
  7. Address Workforce Housing Challenges
  8. Develop and Promote Low-Impact Travel Options
  9. Encourage and Promote Sustainable and Responsible Tourism Practices
  10. Promote Ethical Wildlife Viewing and Minimize Human-Wildlife Conflicts
  11. Promote Native American heritage
  12. Support and Market Agritourism
  13. Launch Destination Stewardship Recognition Awards

Tourism Assets and Infrastructure

  • Commercial Airports: Denver International Airport (DEN), Northern Colorado Regional Airport, Rocky Mountain Metropolitan Airport, Centennial Airport
  • Major Roads: I-25, I-76, I-70, I-225, I-270, US Route 6, US Route 34, US Route 36, US Route 85, US Route 285, US Route 287, SH-7, SH-52, SH-93, SH-119, SH-121, SH-470
  • Amtrak Stations: Union Station (Denver)
  • Scenic Byways: Trail Ridge Road Scenic Byway, Peak to Peak Scenic Byway, Lariat Loop Scenic Byway, Cache la Poudre Scenic Byway
  • National Public Lands (parks/historic sites): Cache la Poudre National Wilderness Area, Comanche Peak National Wilderness Area, Indian Peaks National Wilderness Area, James Peak National Wilderness Area, Mount Evans National Wilderness Area, Rocky Mountain National Park, Rocky Mountain National Park Wilderness Area
  • Main Streets: Central City, Lyons, Wellington, Windsor
  • Creative Districts: 40 West Arts (Lakewood), Aurora Cultural Arts District, Denver’s Art District on Santa Fe, Downtown Fort Collins, Golden Triangle (Denver), Greeley, Longmont, Loveland, RiNo Arts District (Denver), Westwood (Denver)
  • State Parks: Barr Lake State Park, Boyd Lake State Park, Chatfield State Park, Cherry Creek State Park, Eldorado Canyon State Park, Golden Gate Canyon State Park, Lory State Park, Roxborough State Park
  • Wildlife Preserves: Rocky Mountain Arsenal National Wildlife Refuge, Rocky Flats National Wildlife Refuge, Two Ponds National Wildlife Refuge

Economic Impacts of Tourism in 2023

(The Economic Impact of Travel in Colorado / 2023p / Prepared by Dean Runyan Associates)

  • Visitor Spending: $11.5B
  • Other Travel Spending: $2.4B
  • Total Travel Spending: $13.9B
  • Travel Industry Earnings: $5.2B
  • Employment: 73,600 jobs
  • Local Tax: $555.8M
  • State Tax: $315.0M
  • Total Tax: $870.8M

Destination Stewardship Partners

The Denver and Northern Colorado region has a wide range of organizations and initiatives currently advancing destination stewardship. Eco-transit initiatives in the region, such as the promotion of cycling, electromobility (e-bikes and electric scooters), and the integration of electric buses, aim to reduce the environmental impact of travel and enhance the visitor experience. Boulder, Jefferson, and Larimer Counties have developed extensive networks of accessible trails and open spaces, connecting the more densely populated urban areas to the foothills and extending into higher elevations. Visit Denver is connecting visitors to its diverse neighborhoods through stories told by residents of those neighborhoods sharing their favorite hyper-local experiences. Additionally, cities like Fort Collins are fostering a vibrant cultural scene, with its growing music industry attracting artists and audiences, thereby supporting local economies and enriching the cultural fabric of Northern Colorado. The region covers a large geography and varied geology, and while many of the organizations included tend to work at the municipal level, many also serve the entire region and the state of Colorado. Refer to Annex 2 for a list of Destination Stewardship Partners.

Strategic Planning Process

The destination stewardship strategic planning process for the Denver and Northern Colorado travel region involved extensive consultations with stakeholders to understand their perspectives and priorities, garner broad-based support, and align the plan with their needs and expectations. This was accomplished through a series of in-person workshops, interviews, webinars, and surveys conducted from July 2023 through June 2024. Stakeholders actively participated and contributed to the development of the regional plan through these engagement methods:

July – September 2023: Introductory Meetings

During this initial phase, an introductory webinar was conducted in each region to introduce the destination stewardship strategic planning initiative and engage participants in identifying the key priorities throughout the state.

September – October 2023: Regional Workshops

Regional workshops were held in Longmont and Denver to gather further input on priority issues and potential solutions.

August – November 2023: Stakeholder Interviews

Through one-on-one conversations, the regional facilitator delved deeper into the priority issues to understand the root causes, the current efforts to address them, and future opportunities.

December 2023: Stakeholder Survey

An online survey was offered to tourism stakeholders and community members to increase awareness of the strategic planning process, encourage broader participation and gather additional input on priorities and opportunities for the future of tourism.

April 2024: Regional Presentation and Roadshow

A regional presentation was held in Longmont, accompanied by a “roadshow” featuring a series of focused discussions and meetings. These meetings provided an overview of the draft statewide strategy and allowed attendees to discuss region-specific strategies and priorities for inclusion in the draft plan.

June 2024: Public Feedback Process

The draft plan was made available online, giving stakeholders the opportunity to provide comments and suggestions before finalization.

Key Metrics:

  • 25 individual stakeholder interviews
  • 101 attendees across three workshops
  • 75 individuals consulted during roadshow meetings

The following strategies emerged from the consultation process, providing a framework for the region to address collectively its most pressing destination stewardship priorities over the next ten years.

Acknowledgments

The development of a Destination Stewardship Strategic Plan for the Denver and Northern Colorado travel region was a collective undertaking of over 200 stakeholders throughout the region. We express our profound appreciation to all individuals who played a pivotal role, including representatives from government agencies, destination management/marketing organization (DMO) partners, industry associations, tourism stakeholders, and residents. Through virtual meetings, workshops, interviews, and surveys, you generously shared your expertise, perspectives, and vision, shaping a comprehensive strategy that reflects our collective aspirations for destination stewardship. Special recognition is also extended to the members of the Destination Stewardship Council (DSC), whose guidance and leadership steered the process with wisdom and foresight.

The Colorado Tourism Office (CTO) also extends our gratitude to Solimar International and their team of regional consultants for facilitating the development of the Colorado Destination Stewardship Strategic Plan and eight Regional Plans. Their dedication and expertise were instrumental in guiding us through a comprehensive and inclusive stakeholder consultation process, resulting in a plan reflective of the perspectives and voices of stakeholders.

Solimar International Team

  • Dave Santucci, Denver and Northern Colorado Regional Facilitator
  • Chris Seek, Team Leader
  • Natalie Sellier, Project Manager

The development of the regional Destination Stewardship Strategic Plans was made possible through the generous grant funding of the Coronavirus State and Local Fiscal Recovery Funds.