The planning process was highly collaborative, involving more than 1,000 stakeholders who contributed over 2,500 insights. The process included introductory meetings, stakeholder interviews, statewide and regional planning workshops, surveys, and public presentations. This extensive engagement informed the development of actionable strategies that reflect the diverse perspectives and priorities of stakeholders across Colorado. From July 2023 through June 2024, stakeholders participated and contributed to the development of the plan in the following ways:
July – September 2023: Introductory Meetings
During this initial phase, a series of 15 introductory meetings were conducted with over 396 tourism stakeholders to engage participants in identifying the key priorities for destination stewardship. Through these discussions, 63 destination stewardship priorities emerged, reflecting the most pressing issues and opportunities. As stakeholders continued to provide their insights and feedback, priorities were organized into the two focus areas and a list of shared tourism resources in the final plan.
August – November 2023: Stakeholder Interviews
Following the introductory meetings, the strategic planning team conducted 200 individual interviews across the state. These interviews offered a deeper understanding of the 63 priority issues identified, revealing who is involved, what actions have been taken, and what further efforts are necessary. Stakeholders provided valuable insights into ongoing state initiatives, highlighting both achievements and gaps. This dialogue helped clarify the roles that industry leadership, including destinations and the CTO, can play in advancing these issues. As we gathered and synthesized this information, the 63 priority issues evolved into the 118 actionable strategies that are proposed in this plan.
September – November 2023: Statewide Planning Workshops
The 16 statewide planning workshops were an important step in validating and refining the priorities and strategies identified during the introductory meetings and stakeholder interviews. By convening 442 tourism stakeholders, destination managers, and non-traditional tourism partners, these workshops captured a broad range of perspectives. Participants prioritized issues, brainstormed solutions, and contributed to strategies that are practical, inclusive, and aligned with Colorado’s shared vision for destination stewardship.
December 2023: Stakeholder Survey
An online survey was completed by 640 tourism stakeholders and community members to raise awareness of the strategic planning process and broaden participation, gathering additional input on priorities and opportunities for the future of tourism.
February 2024: Public Launch of the Draft Statewide Strategy Framework
The greater public was invited to review the draft strategy framework and provide feedback. Two webinars were conducted with a total of 113 attendees. A follow-up survey garnered 40 responses.
Stewardship Workshop Trinidad, CO
March – April 2024: Regional Presentations
Eight regional presentations and targeted group discussions engaged 381 individuals across the state to refine and narrow down the regional priorities. These sessions not only provided an overview of the draft statewide strategy, but also facilitated in-depth conversations where participants evaluated and prioritized key strategies for the unique opportunities and challenges of their region. This step was crucial, as it allowed for the alignment of regional needs with the overarching statewide plan.
April 2024: Public Launch of Draft Statewide Strategic Plan
The complete draft of the statewide destination stewardship strategic plan was posted on the CTO website. Two webinars were conducted to introduce the plan in more detail, with a total attendance of 67 participants. A follow-up survey received 21 responses.
June 2024: Public Launch of Draft Regional Strategic Plans
Draft regional plans were made available on the CTO website for public comment prior to being finalized and released. A total of 58 survey responses were received across the eight region
Destination Stewardship Council Members 2024
Marlon Reis, First Gentleman of the State of Colorado
Beth Abbott, Director of Marketing and Branding, Denver International Airport
Taishya Adams, Chief Liberation Strategist, Mukuyu Collective LLC
Jess Beaulieu, Colorado Parks and Wildlife Commissioner
Ethan Billingsley, Faculty, Colorado State University
Alex Boian, Senior Director of Community Relations, Vail Resorts
Margaret Bowes, Executive Director, Colorado Association of Ski Towns
Jeff Christenson, Outdoor Recreation Planner, Bureau of Land Management – Colorado State Office
Pamela Denahy, Director of Tourism, City of La Junta
Topher Downham, Outreach Coordinator, City of Boulder Open Space and Mountain Parks
Adam Ducharme, Tourism Director, Visit Leadville – Twin Lakes
Chelsea Elder, Executive Director, Adaptive Adventures
Greg Felt, County Commissioner, Chaffee County
Conor Hall, Director, Colorado Outdoor Recreation Industry Office
Dzidra Junior, President, Renditions Consulting
Lucy Kay, CEO, Breckenridge Tourism Office
Jody Kennedy, Regional Partnership Program Manager, Colorado Parks and Wildlife
Kim Langmaid, Associate Professor of Sustainability, Colorado Mountain College
Joe Lavorini, Program Manager, National Forest Foundation/Gunnison STOR
Becky Leinweber, Executive Director, Pikes Peak Outdoor Recreation Alliance
Jeff Lyman, Area Director of Sales, Holiday Inn and Suites
Jackie Miller, Executive Director, Great Outdoors Colorado
Ken Murphy, President, Adventure Outdoors LLC, CTO Board Member
Kyle Patterson, Management Specialist/Public Affairs Officer, Rocky Mountain National Park
Kathryn Redhorse, Executive Director, Colorado Commission of Indian Affairs
Jason Robertson, Regional Director Recreation, Lands, Minerals & Volunteers, USDA Forest Service
Kiera Skinner, Executive Director, Telluride Tourism Board
Laura Soard, Sr. Director of Destination Development and Communications, Steamboat Springs Chamber
Colorado Tourism Office
Tim Wolfe, Director
Andrea Blankenship, Deputy Director, International Sales
Shelley Cooper, Deputy Director, Marketing
Jill Corbin, Deputy Director, Destination Stewardship
Julie Dufault, Senior Manager, International Promotions
David Fishman, Senior Manager of Fiscal and Operations
Kaiti Jacobson, Senior Manager of Industry Partnerships and Education
Hilary Lewkowitz, Director of Destination Development & Sustainability
Taren Mulch, Director of Visitor Services
Kenny Nguyen, Administrative Coordinator
Hayes Norris, Communications Manager
Elizabeth O’Rear, Director of Grants and Funding
Faith Overall, Destination Stewardship Manager
Natazshya Rodriguez, Senior Brand Manager
Hope Smith, International Program Manager
McKenzie Steward, Sales & Marketing Coordinator
Christina Tuchman, Marketing Manager
Sami Wells, Grants and Funding Manager
Michelle Wulfson, Marketing Copywriter
Colorado Tourism Office Board of directors
Amber Blake, CEO/Principal of Amber Blake Consulting
Bruce Dalton, Visit Aurora President & CEO
Meghan Lukens, State Representative
Ken Murphy, Chair, CEO and President Adventure Outdoors LLC
Vinay Patidar, Founder of Over Flyte Denver
Will Perry, State Senator
Nick Ragain, Vice Chair, President of the Switchbacks
Dylan Roberts, State Senator
Dana Rodriguez, Head Chef of Casa Bonita
Jennifer Shea, Vice President Of Business Development at Steamboat Resort
Matt Soper, State Representative
Phil Washington, CEO of Denver International Airport
Solimar International Team
The 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 individuals throughout the state.
Chris Seek, Team Leader
Natalie Sellier, Project Manager
Amy Cassidy, Canyons and Plains/Pioneering Plains Regional Facilitator
Sarah-Jane Johnson, Mystic San Luis Valley Regional Facilitator
Julie Klein, Rockies Playground Regional Facilitator
Mimi Mather, Mountains and Mesas Regional Facilitator
Dave Santucci, Denver and Northern Colorado Regional Facilitator
Derek Schimmel, The Great West Regional Facilitator
Beth Wright, Pikes Peak Wonders Regional Facilitator
The development of a Destination Stewardship Strategic Plan for the state of Colorado was made possible through the generous grant funding of the Coronavirus Aid, Relief, and Economic Security (CARES) Act.