In just a week, the framework for a new tourism marketing operations structure in Estes Park will be ready for implementation.
During its Dec. 18 meeting, the Visit Estes Park Board of Directors is expected to adopt a plan that creates a Marketing Advisory Committee as part of the Estes Park Local Marketing District governance restructuring, which was approved in November by Town of Estes Park and Larimer County elected officials.
The document defining the MAC was presented for review last week by Sarah Leonard on her fourth day as CEO for VEP. A resolution approving a final version of the charter, along with an accompanying application for those wishing to serve with the group, will be presented during the virtual VEP meeting from 2 to 4 p.m. Thursday, Dec. 18.
Activities to seek committee members and accept applications will begin in earnest in January, with appointments and onboarding of MAC members scheduled for April 2026.
“It is based on my previous experience in Alaska, where I supported a 35-member board of directors, and during certain years, governor-appointed marketing advisory committees,” Leonard told the board on Dec. 4. Setting clear expectations and roles among the new committee, staff, and the board moving forward is important, Leonard said, “so that we can have successful community engagement and not cause extra layers of confusion. It will continue to help support an effective staff team at Visit Estes Park,” she said.
As required by the intergovernmental agreement between the town and the county, the advisory committee is to be comprised of seven to 11 community members, including representatives of an accommodation facility with 20 or more rooms, an accommodation facility with fewer than 20 rooms, a vacation home or short-term rental, a non-lodging tourism business, and an at-large community member.
MAC will have no oversight authority of marketing activities undertaken by VEP. Instead, the committee will be advisory only and is being created to provide “informed, strategic, and community-based guidance on marketing initiatives supporting VEP’s mission and organizational goals,” according to the MAC charter draft.
The advisory committee is anticipated to provide advice and feedback on marketing materials and messaging, assist in identifying sponsorship opportunities for special events, evaluate the effectiveness of marketing campaigns, assist in identifying opportunities for collaboration with community partners, tourism businesses, and industry groups, and help ensure marketing efforts reflect local perspectives and destination stewardship goals.
While the advisory committee is being formed, natural attrition of existing VEP board members will begin to reduce the VEP board from seven members to five, until eventually, the board will consist of two town trustees, one county commissioner, and one resident appointed by each jurisdiction. The march toward a reduction in the size of the VEP board begins at the end of this month when Deb Gibson’s current term on the board expires.
The Estes Park Local Marketing District, now operating as Visit Estes Park, was established by the Town of Estes Park and Larimer County in 2008 through an intergovernmental agreement. This followed voter approval in both governmental jurisdictions for the formation of the district and the collection of a lodging tax. The two elected bodies have always appointed members to serve as VEP board members and have provided oversight of VEP operations through approval of operating plans and annual budgets.