Pioneering Plains Priority Strategies

• Plan tourism engagement opportunities that are celebratory and educational about the value of tourism and showcase tourism initiatives completed in the Pioneering Plains region.

• Develop and share tourism impact data such as visitor spending, tax revenue generated, number of jobs created, and other statistics available through the CTO.
• Create targeted information campaigns that showcase the economic benefits of tourism, emphasizing municipal improvements and infrastructure upgrades made possible through tourism tax revenue.
• Develop success story content such as videos, blog posts, and social media campaigns that highlights the achievements of tourism industry partners.
• Partner with local media and schools to feature the success story content and highlight the tourism industry as a career path.
• Apply for CTO Destination Development programs for technical assistance support to advance the region’s objectives.
• Promote the adoption of the Central Plains Destination Learning Lab by local businesses and incentivize participation for front-line hospitality workers.
• Incorporate tourism and hospitality workforce curriculum into local college classes.
• Utilize the CTO’s Value of Tourism video with customizable information to showcase the economic impact of tourism in the region.
• Host public forums and workshops designed to provide education and engagement with the tourism industry.
• Develop online engagement platforms such as a dedicated tourism stakeholder and partner social media group.
• Establish community feedback mechanisms such as surveys, focus groups, and town hall meetings.

• CTO Destination Learning Labs, including the Central Plains Destination and Championing the Value of Tourism Learning Labs
• Dean Runyan Economic Impact Report
• Longwoods Travel USA Visitor Profile
• CTO Destination Development programs
• CTO Resident Sentiment Survey template available to participants of CTO Destination Development programs

The following case study illustrates examples of this strategy implemented in other communities:

• Visit Denver’s Tourism Pays campaign has effectively shown how tourism spending positively impacts businesses and the quality of life for residents throughout the state.

• Increase in community support of tourism reported in surveys
• Number of community engagement sessions held to gather input on tourism planning
• Reduction in community-reported negative impacts of tourism, as indicated by survey results

Engage with your local DMOs in creating tourism strategies that seek out diverse perspectives to preserve and celebrate community characteristics while sharing the positive impacts of tourism with residents and visitors.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Communities
  • 1: Prioritize Local Community Involvement in Tourism Planning
  • 2: Increase Knowledge on the Value of Tourism for Residents

DMOs

• Host an annual Pioneering Plains Tourism Week and include a road rally type of event that follows a Pioneering Plains loop stopping at area museums and historical sites. Use this as a fundraising event to support local museums.
• Establish partnerships between museums and local DMOs.
• Create volunteer opportunities for tourism stakeholders.
• Implement joint marketing campaigns that promote museums as a key part of a Pioneering Plains itinerary.
• Apply for CTO Competitive grants to implement tactics outlined in this plan.
• Explore additional funding resources to support museums in rural communities, using the National Park Service (NPS) Lower Mississippi Delta Initiative as an example.
• Engage local school districts to offer an accredited curriculum and allow credits to support volunteer work at local museums.

• CTO competitive grants and co-ops
• CTO Destination Development programs
• Leverage History Colorado’s Historic Preservation Grants and Collection Services

The following case study illustrates examples of this strategy implemented in other communities:

• The Amache Preservation Society has been involving high school students in its programming since its inception. Students staff the museum, take visitors on tours of the site and were instrumental in the successful campaign to designate Amache as a National Historic Site. The students are actively engaged in the preservation of the Amache National Historic Site.
• The Colorado Historic Opera Houses Circuit is a loop highlighting various historic opera houses throughout the state and connecting destinations on the loop. Visitors are encouraged to visit five mountain opera houses built between 1878 and 1913, where they can enjoy live music, theater, festivals, comedy, dance or simply tour the opera houses.

• Number of volunteer hours by tourism stakeholders
• Number of marketing campaigns featuring museums
• Museum visitation numbers

Support and promote museums as pivotal elements of the tourism experience to visitors.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Cultural Heritage
• 9: Strengthen Museum Involvement in Tourism

Secure a dedicated funding source to create a paid staff position to manage tourism efforts.
Convene members of CCP and NECTR twice per year for information and idea sharing.
Offer comprehensive assistance to tourism organizations in rural areas, providing access to CTO and OEDIT resources, data, and specialized partnerships to foster development and resilience.
Establish networks and educational resources to support the development of sustainable organizational structures and funding strategies at local and regional levels, while advocating with state legislators to expand funding sources.
Collaborate with DMOs and municipalities to develop and share educational materials that engage government officials, business owners, and residents on the benefits of visitor-generated tax revenues.
Convey to residents the economic and quality-of-life benefits that tourism brings to the community.
Initiate or increase involvement with the Colorado Association of Destination Management Organizations (CADMO).

• CTO competitive grants and co-ops
• CTO Destination Development programs
• Rural Opportunity Office (ROO) Rural Technical Assistance Program
• OEDIT programs including Rural Jump-Start, Enterprise Zones, Just Transition Funding, Skill Advance Colorado Job Training Grants 

The following case study is provided to illustrate implementation of this strategy in other tourism communities:

The Roaring Fork Valley (RFV) encompasses a diverse range of tourism communities and attractions, spanning from the renowned ski mountains of Aspen and Snowmass Village to Colorado’s historic resort town of Glenwood Springs, as well as the more rural destinations of Basalt and Carbondale. Established in 2021, the Roaring Fork Valley Destination Alliance (RFVDA) aims to promote the RFV as a vibrant place for residents and visitors alike to live, work, and enjoy recreational activities. Comprising representatives from the Tourism Council of Carbondale, Basalt Chamber of Commerce, Visit Glenwood Springs, Aspen Chamber Resort Association, and Snowmass Tourism, RFVDA seeks to unify the region’s tourism efforts. Together, they collaborate on key initiatives such as promoting responsible tourism practices, crisis communication strategies, developing new tourism offerings, and advocating for the economic and cultural benefits of tourism throughout the valley

• Increased organizational capacity
• New sustainable funding mechanisms implemented
• Participation in CTO programming

Engage with local DMO programs and events, volunteer for board positions, or support activities that foster collaboration and strengthen destination management.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Local Tourism Businesses and Organizations
  • 1: Provide Support to Rural Tourism Organizations
  • 2: Strengthen Destination Management/Marketing Organizations Across the State

DMOs, CCP, NECTR

• Develop and enhance partnerships between land managers and the tourism industry to create new birding experiences.
• Invest in infrastructure and habitat improvements, including blinds, platforms, and trails, as exemplified by ongoing projects at Jackson Lake and North Sterling State Parks.
• Identify the top birding trails in Eastern Colorado and develop content outlining what to expect each season.
• Create brochures, website content, and other materials detailing the trails, key bird species to expect, and seasonal observations.
• Identify and form partnerships with birding guides on a local, regional, state-wide and national level to provide educational experiences for all levels of birders.
• Create, expand and promote birding events such as the Karval Mountain Plover Festival and the Prairie Chicken Watching Tours with Colorado Parks and Wildlife (CPW).
• Develop customized Do Pioneering Plains Right content outlining expectations and best practices for responsible and respectful birding experiences. Promote this content through CTO’s Do Colorado Right media channels.
• Create region-wide itineraries promoting birding experiences along with other tourism attractions such as agritourism experiences, culture and history attractions and culinary experiences.

• CTO competitive grants and co-ops
• CTO Destination Development programs
• Colorado State University (CSU) Extension Office
• Colorado Agritourism Association
• Audubon Society

The following case study illustrates examples of this strategy implemented in other communities:

Prairie Development Corporation’s and NECTR’s efforts through CTO Destination Development programming enabled these organizations to conduct outreach with Colorado birding stakeholders and develop the agenda and materials for an informational session to build awareness of existing birding opportunities in Eastern Colorado and increase engagement and participation with regional tourism stakeholders around birding.

• Number of new birding opportunities created
• Birding maps and brochures created
• Investment value in birding infrastructure improvements
• Number of people participating in birding events
• Reach and Impressions of birding marketing

Support the development and promotion of birding tours and activities that respect natural habitats, encouraging responsible interaction with Colorado’s wildlife

This regional strategy aligns closely with the following strategy from the statewide plan:

• Wildlife and Biodiversity
• 1: Promote and Facilitate Guided Wildlife Viewing

• CPW
• CTO
• Colorado Outdoor Recreation Industry Office (OREC)
• DMOs

• Improve habitat by partnering with local nonprofit organizations such as Ducks Unlimited to remove invasive species while providing improved access to underutilized areas of the parks.
• Design self-guided tour paths for visitors that include interpretive information on the habitat and its species.
• Offer year-round wildlife viewing opportunities that provide an alternative to the hunting-centric focus of many State Wildlife Areas.
• Emphasize the region’s birding appeal, particularly during seasons like waterfowl season, wh

• CPW’s Wildlife Rehabilitation grants program
• Colorado Wildlife Habitat ​program
• US Fish and Wildlife Service Clean Vessel Act grant program​
• Ranching for Wildlife program
• Colorado Wetlands Partnership
• Colorado Wetland Information Center Wetland Program Plan

The following case study illustrates examples of this strategy implemented in other communities: Brush Creek Valley Ranch and Open Space in Eagle County created a management plan that balances outdoor recreation with habitat restoration and protection and provides a road map for other destinations and state parks to strike a balance between outdoor recreation development and habitat preservation.

• Habitats conserved within the region
• Habitats improved within the region
• Value of investment in habitat protection and restoration

Advocate for and support the conservation of wildlife habitats.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Wildlife and Biodiversity
• 4: Champion Wildlife Habitat Protection and Restoration

CPW, CTO, Colorado Outdoor Recreation Industry Office (OREC), DMOs

• Develop a food trail experiential brochure promoting the various agritourism experiences in the region, building on the work done in Yuma County.
• Host a regional presentation by representatives from Yuma County on the outcomes from their work with the CTO and CSU Extension Office on developing agritourism experiences.
• Conduct an asset inventory to understand existing and potential agritourism assets and attractions in the region.
• Host educational workshops in the region to help residents, growers, producers, and others understand the value of agritourism and the process for developing agritourism in the region.
• Conduct a survey with growers, producers, and others to gauge their interest in and understanding of developing agritourism experiences on the property.
• Partner with culinary schools to create events and signature dishes and drinks unique to Pioneering Plains.
• Develop collaborative marketing campaigns with tourism partners promoting diverse visitor experiences such as cultural heritage, outdoor recreation, and agritourism.
• Develop and host signature culinary events.
• Engage food influencers and food critics to write and post about culinary and agritourism events in the region.
• Develop culinary experiential packages such as farm stays, u-picks, and others.
• Support existing culinary festivals and events and develop new events that encourage overnight visits and extended stays.
• Create immersive culinary tourism itineraries promoting overnight visitation.

• CTO competitive grants and co-ops 
• CTO Destination Development Programs 
• OEDIT’s Business Support Division Small Business Accelerated Growth Program
• CTO Learning Labs, including Agritourism and Liquid Arts and Agritourism Specialization

The following case study illustrates examples of this strategy implemented in other communities:

Yuma County Economic Development Corporation (YCEDC) partnered with the CTO to develop and enhance the visitor experience by advancing agritourism in Yuma County. YCEDC developed the production materials for an agritourism workshop to educate attendees on the value of agritourism and gather input on the future of agritourism in Yuma County, research the feasibility of different public funding mechanisms to advance tourism in Yuma County, and provide input on Yuma County tourism content that highlights local agritourism, cultural tourism, and stargazing.

• Number of growers, producers and makers expressing interest in learning about adding agritourism experiences
• Number of communities who develop agritourism guides
• Development of a region-wide agritourism guide
• Number of itineraries developed and promoted
• Increase in agritourism site visits
• Number of agritourism businesses supported
• Reach and impressions of CTO and DMO marketing campaigns
• Number of culinary festivals and events celebrating local agriculture and food traditions

Advocate for, support, and help to promote agritourism efforts.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Agriculture, Food, and Liquid Arts
  • 1: Safeguard and Celebrate Culinary Traditions
  • 2: Promote Colorado as a Culinary Destination
  • 4: Support Culinary Festivals and Events
  • 5: Create Immersive Culinary Tourism Itineraries
  • 6: Support the Development of Agritourism
  • 8: Promote Agritourism Offerings

CO Agritourism Association, CSU Extension Office, DMOs, Elbert County Agricultural Alliance

• Building on Jackson Lake State Park’s Dark Sky certification, upgrade street and exterior lighting at North Sterling State Park as a step toward achieving Dark Sky Park certification. This would give Pioneering Plains two state parks with Dark Sky certification allowing visitors different stargazing experiences within the region.

• Sign up for a free one-hour consultation with CTO subject matter expert on Dark Skies certification through DarkSky Colorado.
• Apply for CTO Dark Sky Certification Mentor program to receive 70 hours of free consulting from members of DarkSky Colorado to help achieve Dark Sky Place certification.
• Work toward Dark Sky compliance by revamping street and exterior lights.
• Partner with Northeastern Junior College to offer astronomy classes and public telescope viewings, contributing to educational and recreational opportunities.
• Develop dark sky tourism experiences that encourage stewardship of the night.
• Collaborate with local educational institutions to launch campaigns that raise awareness about the benefits of Dark Sky practices and encourage community participation in reducing light pollution.

• Technical assistance through the Colorado Dark Sky Certification Mentor Program helps locations achieve International Dark Sky place status
• CTO competitive grants and co-ops
• CTO Destination Development Programs

The following case study illustrates examples of this strategy implemented in other communities:

• Located in South-Central Colorado, the proposed Sangre de Cristo Dark Skies Reserve (SdCDSR) will span over 4,200 square miles and include all or parts of eight counties including Costilla, Alamosa, Saguache, Chaffee, Fremont, Custer, Huerfano, and Las Animas Counties, including lands under National Park Service, Bureau of Land Management, and US Forest Service jurisdictions. The proposed Reserve encompasses three designated International Dark Sky Places: the Towns of Westcliffe and Silver Cliff, both Dark Sky Communities certified in 2015, Great Sand Dunes National Park and Preserve, an International Dark Sky Park certified in 2019, and the International Dark Sky Community of Crestone designated in 2021.

• Dark Sky designation achieved
• Number of visitors at the park during celestial events
• Attendance at astronomy events

Collaborate on reducing light pollution and creating unique dark sky experiences to enhance the region’s nighttime appeal.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Communities
• 9: Promote Dark Sky Preservation and Experiences

• Invest in adaptive infrastructure development to improve the accessibility of buildings, trails, public spaces, and transportation systems.
• Improve accessibility of digital platforms such as websites and apps, and make information on accessible services more widely available.
• Develop inclusive programming to help make activities and services more accessible and engaging for people of all abilities.
• Train staff to be knowledgeable and sensitive to the needs of individuals with disabilities.
• Form partnerships with advocacy groups to enhance organizational efforts to be more inclusive and accessible.
• Conduct regular accessibility audits to identify and address barriers for individuals with disabilities.
• Involve advocacy groups in community outreach efforts so all user groups are involved in decision-making.
• Engage individuals with disabilities to test and provide feedback on physical and digital environments.

• CPW’s Outdoor Equity grant program
• CTO competitive grants and co-ops
• CTO Destination Development programs
• CTO Accessible Travel Program

The following case study illustrates examples of this strategy implemented in other communities:

• The City of Boulder’s Open Space and Mountain Parks (OSMP) Department aimed at making open space more inclusive for people with disabilities. The 39-page book, Boulder OSMP Accessible Trails and Sites, provides details on 30 city trails on which visitors of all abilities can enjoy nature.

• Number of day-use visitors

• Number of accessible improvements and facilities
• Number of new inclusive outdoor experiences developed or promoted

Collaborate closely with local DMOs to develop tourism strategies that embrace diverse perspectives in preserving and celebrating community characteristics. Effectively communicate the positive impacts of tourism to both residents and visitors.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Outdoor Recreation
• 9: Foster Inclusive Outdoor Experiences

CTO, Canyons and Plains Regional Heritage Taskforce, DMOs