Chamber column: Why we market Glenwood Springs
When I sold radio back in the ’90s, we had a flyer we would share with potential clients that listed all the reasons people give for not advertising. The last statement on the flyer read, “I will advertise my going out of business sale.”
Tourism promotion is a thriving business in Glenwood Springs and our surrounding area. So, why do we feel the need to advertise?
Competition is stiff. Think of all the beautiful mountain communities in Colorado. They all have history, attractions and outdoor activities. How does Glenwood Springs set itself apart from the rest?
The latest marketing proposition or brand strategy of our community revolves around the element of water. Our name is literally defined by water. It’s what differentiates us from many similar mountain resort towns in our state.
Let’s take a look at some of the many ways water defines Glenwood Springs:
• Two rivers run through it, one of which happens to be the mighty Colorado and its manmade whitewater area, the first on its entire length.
• The Roaring Fork is known to fishermen for its Gold Medal waters.
• Hot springs bubble up along the banks of the Colorado. They are corralled into pools to create the world’s largest, Glenwood Hot Springs Pool, and the 16 individual natural hot springs pools at Iron Mountain Hot Springs.
• At Yampah Spa and Vapor Caves, the hot springs travel through crevices along the walls of the cave creating a natural steam sauna.
• High atop Iron Mountain, water over millions of years carved out the largest caverns showroom in Colorado, not to mention the most decorated. Water continues to create the stalactites, stalagmites and other formations visitors enjoy today.
• When winter comes, our water turns to snow and ice creating winter sports activities including skiing, snowmobiling, snowshoeing and ice-skating.
We market to position Glenwood Springs as a premier destination for water related activities. Once visitors choose our destination and travel here to enjoy those amenities, they discover that our community is chock full of many other outdoor recreational activities including skydiving, cycling, hiking and climbing. The quality and value of our lodging properties are top of the heap, and our restaurant scene has become a foodie’s delight.
There are so many reasons to keep advertising Glenwood Springs. We are a thriving visitor destination. Let’s all keep in mind that each dollar spent at a hospitality-related business turns over multiple times in our community. Money from visitors provides jobs, keeps our retail and service sector thriving and adds tax revenue to our city so our residents can enjoy amenities like parks and trails. Please welcome our visitors with an open heart so that they will continue to open their wallets.
Lisa Langer is vice president of Tourism Marketing for the Glenwood Springs Chamber Resort Association.
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Chef Hunter Hale went into business with his parents to bring an American bistro to Carbondale.