A shopkeeper’s vision for restoring a culture of hospitality in Estes Park

Jamie Palmesano, a manager and buyer for Brownfield’s spoke to the Town Trustees at the June 24 Town Board Study Session to provide a business perspective about the need to restore a culture of hospitality in Estes Park. Click here to watch her presentation on the Town’s YouTube channel begining at the 42:40.

Good afternoon. It’s an honor to be here. This year marks my 25^th season working at Brownfield’s – a retail store that has served the people of Estes Park since 1956.

To establish some standing, my background is both in non-profit work and education. I was the service-learning coordinator at a Blue Ribbon School in Omaha, Nebraska where I worked with 110 non-profits to secure 80 hours of community service opportunities for nearly 1,200 students.

I then went on to become an assistant for the Center for Faculty Development at the University of Nebraska – Omaha specializing in integrating community service into the curriculum at a collegiate level. After graduating from college, I taught in an elementary magnet school in Omaha and then permanently moved to Estes Park.

In a world that seems to esteem some jobs and look down on others, I stand before you today having made an intentional, strategic, and passionate choice for the hospitality industry.

The voices of the founders of this town collectively conveyed a shared vision. Estes Park was not just a place to settle, but a place to invite visitors to experience, learn, and return—with hospitality deeply rooted in the culture. Hospitality, the quality or disposition of receiving and treating guests and strangers in a warm, friendly, generous way, is our heritage. Tourism is vital to the town of Estes Park — not just as an economic engine, but as a defining part of our identity and community rhythm.

Each one of you is sitting in those seats primarily for one reason, in my opinion. I believe you are sitting there because you genuinely care about people. I don’t believe you have chosen to serve in this role to push your own agenda, to have some sort of power, to advance political policies, or establish a name for yourself.

I sincerely believe you read these awful packets, sit in super long meetings, attend a myriad of events, and sacrifice your personal time and energy because you love this town and have a heart of its people. If I am wrong, I am gloriously naïve.

You stand on the shoulders of giants, as leaders of our community. We have a rich and deep history of hospitality in this town. From the early days of Stead’s Ranch and Sprague’s Lodge, the pages of the book, “Those Castles of Wood,”  tell endless stories of the magic that beckoned sojourners here at a great cost and arduous journey. Abner Sprague was a visionary at every level. F. O. Stanely was an amazing entrepreneur and saw well beyond his time. Just read the inscription of the statue of Mr. Stanley.

These early founders understood that Estes Park’s lifeline was tourism. Not only did they fan the flames of tourism, but they also operated with a posture of gratitude for tourism. Don Priem, the owner of Brownfield’s, who is celebrating his 50^th year in the store, tells stories of the unity and comradery of the business community decades ago. There was a shared mission, common values, and a keen understanding of the benefit of tourism. There were annual gatherings before the season began and after it wound down. Entire families poured their hearts into welcoming and serving guests and every sector of business was blessed by tourism from plumbers to dentists to lodge owners to the trash collectors. The town embraced its tourism identity and was proud of it.

I want to set the stage with a story. In the winter of 2023, I decided to visit every church in Estes Park. I wanted to see where people were worshipping, how denominations differed, and most importantly, what the guest experience was like. Clearly, I have a few screws loose to come up with such a project, but I like a good challenge. I visited over 20 churches.

One Sunday, I went into this lovely building where a group of people were standing in a circle, enjoying their Sunday morning tradition of sweet treats and coffee, as well as the friendship.

Let me be perfectly blunt, at many of the churches I visited, I may have been the only one in the room not collecting social security. When I enter, I stick out. I walk into the area where this group is standing, obviously, I am a visitor. No one stops talking. No one approaches me. No one greets me. I awkwardly stand watching this unfolding, and as time passes, it gets more uncomfortable.

So, I do what any normal human being in this situation would do, I find the bathroom. I can hang out in the bathroom for a few minutes, pass time, and then make my way to the nearly empty sanctuary without it feeling so uncomfortable. I executed my bathroom plan, sat through a thoughtful and well planned, nice service, and quickly made my exit after the conclusion.

While driving home, I thought to myself, “either these people have never had a visitor before, or they just don’t care about guests.” Maybe I was too young for the place? Maybe they didn’t want new people? I must confess, it didn’t leave a good impression.

But then, I was listening to an interview with Will Guildera who ran Eleven Madison Park, the number one restaurant in the world, and he described nearly the same situation. He said, “I like to believe the best of people. I don’t think those people were inherently exclusive or malicious. I don’t think they were taught to look for others.” 

The people at that church aren’t bad people. The leaders of that church have not created a culture of hospitality. The leaders of that church have not set the standard or expectation for a welcoming, friendly congregation that seeks people out, especially visitors.

You sit in those elevated seats today as the leaders of our community. It is you that sets the standard and casts the vision for the culture of Estes Park. You have been given both the enormous responsibility and well as the incredible privilege of leading this town in such a way that we can achieve the stated vision of “being an ever more vibrant and welcoming mountain community.” 

I, along with the residents of Estes Park, recently received a Resident Sentiment Survey from Visit Estes Park to help us “shape the future of our destination.” Trustee Hazelton posed an outstanding question when Trustee Igel presented the idea of me speaking with you. Trustee Hazelton questioned, in essence, “If this conversation is more appropriate for the Visit Estes Park board rather than this board?” 

Trust me, I thought the very same thing, but the more I thought about it, the more passionate I became.

Tourism is not part of Estes Park. It is one of the very defining characteristics of Estes Park. For over 160 years, since Joel Estes first stepped foot in this valley, it has been part of our DNA. Friends, we can’t suddenly start growing potatoes or build a Telsa factory here. Tourism isn’t optional, it’s essential for the town’s survival.

And this is where it gets a bit sticky. We all know Visit Estes Park is broken. It’s tough to admit, but there is something fundamentally wrong and I can’t help but ask myself, “How did we get here?” 

I have a theory. I believe Visit Estes Park has lost sight of its mission. According to its own website, “Visit Estes Park’s mission is to drive sustainable year-round economic growth by encouraging visitor demand.” That is its function. That is its purpose. That is its singular mission.

But you know what we have done? We have asked it to do what it was never designed, intended, or is capable of doing. It is VISIT Estes Park. As wonderful and altruistic as it is, it is not HOUSE Estes Park. It is not EDUCATE Estes Park. It is not CHILDCARE Estes Park. It is not PRESERVE Estes Park. It is VISIT Estes Park.

All of those other things are our responsibility. It is the town government, the non-profits, the faith community, the businesses, and the citizens of Estes Park that are responsible for our neighbors.

Visit Estes Park enables us to be prosperous and flourishing so that we can provide for our people. If Visit Estes Park isn’t fulfilling their mission, it will be much more challenging for us to fulfill our mission.

Brownfield’s has begun our 70^th season in Estes Park. We are on the front lines and receive an enormous amount of direct feedback both from our guests and our locals.

Like you, we hear complaints and compliments. We are well aware of the fact that change is hard, and we live in a tumultuous world, but there are harsh realities happening in Estes Park, that in the words of Admiral Stockdale from Jim Collin’s book, “Good to Great,” need be confronted while still maintaining optimism for the future. 

From opening day about a month ago until this morning, we have had 12,624 transactions at the front counter of our store. That’s significant feedback and data. Our friendly staff ask everyone where they are from and if they have visited Estes Park before. We want to make sure to give them a warm welcome and provide them with any information to make their trip memorable, especially if they are a first-time visitor.

Something has happened this season that none of us have experienced before. There are overwhelmingly fewer repeat visitors. Though it is delightful to have first time visitors, the repeat visitors are the backbone of tourism. F.O. Stanley knew the importance of them coming again and again. They are a different customer.

They stay longer, their buying habits are different, they create traditions, and they bring generations back. They actually sustain us. Not only are there fewer repeat visitors, but there are also noticeably less people in town. The atmosphere has changed. The vibe, the energy, the pulse of the town has changed. The red flags are everywhere.

This is where hospitality makes it grand entrance tonight. We hear from countless people that Estes Park has become less hospitable, less welcoming, and less friendly.

You see, destination stewardship is a good idea—but only when it puts people at the center. If stewardship turns into a web of restrictions, permits, limited access, and confusing messaging, it can alienate visitors and undermine the very economy it aims to protect.

Like everything in life, balance is key. When stewardship and sustainability become elitist, exclusionary, or inflexible, they lose legitimacy. But when they are collaborative, adaptive, and focused on people first, it can be a model for long-term success. If Estes Park’s current stewardship model is hurting access, spontaneity, or the local businesses, it’s not a failure of the concept—it’s a signal the implementation needs recalibrating. The priorities need to change.

A few years ago, I attended a Transportation Advisory Meeting with Trustee Igel where we were asked to present “from the business perspective.” Needless to say, we weren’t treated very well and some town leaders actually apologized to us after the meeting.

I will never forget what Trustee Igel said. He said, “The decisions you are making today may not have any consequences this year, or next year, or in maybe five or ten years. But, one day, the very nature and character of Estes Park will fundamentally change because of the decisions being made today.” 

What if someday is now?

I leave you with this fictitious analogy:

Mr. Mayor, I would like to invite you to my house for dinner. I don’t know you. I have only ever spoken to you twice, but I would like to extend the invitation to my home.

But, before you come, I would like you to watch a video on how to behave in my house, you know, how to do my house right. And then, when you come, I kindly ask you to park down the street in the free lot and walk half a mile to my home, so you don’t take up the close parking spaces.

When you arrive, I need you to take your seat and we will eat quickly, so we can turn the table over and make more room. And, I am sorry, Sir, I do apologize, but I want to limit the amount we are eating to ensure there is enough for everyone. We need to preserve our resources. I hope one chicken strip, three almonds, and a radish will be sufficient.

I have this amazing park in my backyard that I would love to show you, but I didn’t know you were coming to my house six weeks ago on the one morning they allowed us to buy tickets to a space owned by the citizens they won’t let in. I had another chance to try and get a ticket at exactly 7 p.m. last night, but I have to work so it’s not an easy system for many people.

I am sorry, sir, coming to my house for dinner used to be a lot more enjoyable, but times have changed.

What we are seeing, hearing, feeling, experiencing is not a result of one thing. It’s many things that have compounded. It’s not paid parking. It’s not the loop. It’s not the park reservations. It’s not outrageous lodging prices. It’s not the complaining locals. It’s not Visit Estes Park. It’s not the economy. It’s not politics. It is all of it.

Now, let me juxtapose that fictious dinner story with a true story. We receive emails and communication like this all the time. This gentleman is from Ames, Iowa and is recounting a story that happened decades ago.

“Dear Jamie, You made my day, maybe my week or month, by sending your message!

The intent of my e-mail on May 27 was to congratulate you and your colleagues at Brownfield’s, and to tell a personal story of how your store and staff affected our family from Ames, Ia., who took their first trip to Estes Park twenty-five years ago. When my wife, daughter, and I spent time in Brownfield’s it was on the weekend or later in the afternoon or early evening after spending a full day in Rocky Mountain National Park, horseback riding, or shopping in downtown Estes Park.

We simply loved Brownfield’s! In my review this morning, I mentioned that we talked to a classy couple who also taught in Ames, who has been going to Estes Park since 1959, and they both emphasized going to Brownfield’s, Poppy’s and Mama Rosa’s, and MacDonald’s Book Shop. Again, that was twenty-five years ago.

We remember Rob who visited with us each time that we ate our evening meal at Poppy’s. Rob found out that I loved creme soda, so on our last visit to Poppy’s he gave me twelve cans of various flavors of creme soda in a box. What a guy!

Thank you again for such a lovely e-mail! I will keep it forever!”

I read this to you because Rob at Poppy’s embodies true hospitality. Real hospitality is not restrictive, exclusive, or stingy. Real hospitality is generous, intentional, thoughtful, inclusive, and unforgettable.

We stand at a crossroads in Estes Park. We can either continue down the path we are on, or we can get back to our roots. We can become ever more exclusive, restrictive, and unfriendly, or we can create a culture of genuine hospitality to both our neighbors and our visitors. We can put people first again. We create unforgettable experiences. We become united as a community that is honored and grateful for the gift we have been called tourism.

But, most importantly, we flip the script, and we prove Trustee Igel wrong. We can work together to change the culture of the town and become known for our hospitality once again. No one will remember what policies you voted for in twenty years or the budgets you approved. But you will be remembered for how you made people feel and if you had a people-first approach to governance.

I sincerely thank you for the opportunity to speak and on behalf of our team we thank you for your service to this town.