Glenwood’s new promotion effort is all wet |

Glenwood’s new promotion effort is all wet

The city of Glenwood Springs' new tourism marketing logo, developed by Xuma Communications of Denver, features a trademark "G" with rippling waves.
Xuma Communications | Courtesy Glenwood Tourism

Just add water

Vacationers are enamored with water, which is supported by recent studies showing that activities involving water are an important part of travel planning, according to Lisa Langer, Glenwood Springs tourism marketing director.

• Nearly 197 million people in the United States participate in a water sport (Source: The Outdoor Foundation - Outdoor Participation Report)

• 49 percent planned to swim on their summer vacation (Source: 2014 TripAdvisor Annual Summer Travel Survey)

• 40 percent said that a pool is “the amenity I can’t live without” on vacation (Source: 2014 Destination Hotels Summer Travel Trends Research)

• Guided fishing trips increased 40 percent and whitewater rafting trips increased 20 percent from 2013 to 2014 (Source: 2014 TripAdvisor Annual Summer Travel Survey)

• 57.3 percent of Coloradoans indicated they participate in some sort of water activity (Source: 2013 Colorado Parks and Wildlife, Outdoor Recreation Participation Survey)

• The hot springs landing page on was the most visited activity page in 2014

• “Hot springs” was also the number one site search term on last year

Source: Glenwood Springs Tourism Promotion Board

Glenwood Springs is still a great place to “soak it all in,” as the city has proclaimed in its tourism promotion efforts since 2007.

But the new Glenwood tourism logo unveiled earlier this month drops the tag line itself in favor of a more visual effect.

“We were looking to refresh our current image and to emphasize what makes us a truly unique vacation spot,” explained Lisa Langer, vice president of tourism marketing for the city and its marketing vendor, the Glenwood Springs Chamber Resort Association.

The new logo depicts a letter “G” floating in rippling waves along with Glenwood Springs, Colorado. It replaces the 2007 logo that featured the “Soak it all in – Glenwood Springs” tag line.

Water and all it has to offer is still the central theme, said Langer, who works with a nine-person City Council-appointed Tourism Board to oversee promotional efforts for Glenwood Springs.

But the city’s Tourism Promotion Board was looking for a simpler graphical image to depict that in digital formats, and to move away from the more print-oriented tag line.

“The old logo was a hard one to work with, especially with our expanded use of social media,” Langer said of the expanded use of Facebook, Twitter, Instagram and other Internet-based outlets used to get the word out about Glenwood Springs.

“This one is cleaner, with the iconic ‘G’ and water element that can stand alone and be used in social media more easily,” she said. “It’s a way to identify Glenwood Springs as the best place to find water in Colorado, and all those things water can do for you.”

In the Tourism Board’s latest television commercial, the waves beneath the letter G actually have a rippling effect.

Glenwood tourism officials worked with the Denver-based marketing agency XUMA Communications to develop the new logo.

Compared to other Colorado mountain destinations, what sets Glenwood Springs apart is the confluence of two rivers, hot springs and water-carved canyons and caves, observed Don Poole, principal and creative director for XUMA.

“The town’s name is literally defined by water,” he said. “The springs in this region have played a major role in the formation of thermal mineral pools, vapor caves, the Colorado River, Hanging Lake, waterfalls, and subterranean cave formations.”

Water is central to local activities such as swimming, soaking, rafting, paddle boarding, kayaking, sightseeing, exploring, Gold Medal fishing, and in the winter, snow and ice sports, Poole said.

Tourism in Glenwood Springs is thriving, not only during the peak summer months, but through the winter and during the shoulder seasons.

Through March of this year, collections from the city’s 2.5 percent lodging tax on overnight stays, which goes to support tourism promotion efforts, was up more than 16 percent over last year.

Hotel and motel occupancy, based on the April Rocky Mountain Lodging Report, was up 2 percent over last year through the first four months of 2015, and has been steadily increasing in recent years.

Most of Glenwood Springs’ promotional efforts target Colorado’s Front Range, Langer said.

“That’s still our bailiwick,” she said.

Glenwood’s marketing efforts also target places like Salt Lake City and Dallas, and increasingly through its partnership with the Colorado Tourism Board, the international market.

Langer spent the past weekend at the annual International Pow Wow (IPW) in Orlando, Florida, helping to staff the Colorado booth.

“We are working hard to build more of an international presence for Colorado,” she said. “And it’s a great opportunity to show Glenwood Springs as part of our Colorado marketing package.”

The 2018 IPW convention will be held in Denver, giving even more exposure to the region, Langer said.

Glenwood Springs has also been part of a Mexico ski campaign, has produced international video promotions in Japanese, German, Portuguese and Chinese, and just in the past year has hosted familiarization tours for tourism officials from Canada, France, Japan, Singapore, Mexico, China, Korea, Germany, Belgium and Great Britain.

The new Glenwood Springs logo will be represented through advertising, billboards and promotional items such as flip flops and water bottles. Social media campaigns are being spearheaded by Cristin Oldenburg, tourism marketing project manager for Glenwood Tourism.

A complete overhaul of the website is also in the works that will incorporate the new logo and water themes, Langer said.

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