Susie Masterson, owner and publisher of Estes Park Vacationland, has been named Publisher of the Year at the 2026 Niche Conference in Orlando, Fla., a national gathering of media executives, editors, and marketing professionals focused on specialty publications.
Masterson’s recognition comes as her company, GuestGuide Publications, expands its portfolio and builds on a decadeslong legacy in destination publishing.
Two of the company’s titles — the Base Camp Kanab Visitor Guide and the Moab to Monument Valley Guest Guide — were also finalists for the Magazine of the Year award, an uncommon distinction for travel-focused publications in a field often dominated by business-to-business media.
“This is a wonderful honor from a group I regularly collaborate with to stay current on advertising and publishing strategies,” Masterson said. “It reflects not just my work, but the strength of our team and what we deliver to clients.”
The latest award marks the fifth recognition for GuestGuide Publications from Niche, which has previously honored the company in categories including Best Media Company, Best Regional, and Best Travel Guide.
The Estes Park Vacationland was also a finalist for Best Visitor Guide in 2020, finishing behind the official Oregon state guide, and received a certificate of excellence in 2012, the first year Masterson was the owner.
A legacy publication
The award arrives as Estes Park Vacationland builds on more than 75 years of continuous publication, making it one of the oldest visitor guides of its kind in the United States.
Founded in 1950 by Ruby Marden, the guide has passed through a succession of women owners, including Lois Schmidt, Kathy Sullivan, and Tamara Jarolimek, before Masterson and her mother, Helen Masterson, acquired it in 2011.
“It’s the oldest magazine of its kind in the country, and it has been owned by five women,” Masterson said.
Originally launched as a simple brochure titled “Estes Park Vacationland: What to Do,” the publication expanded over the decades into a comprehensive, full-color, digest-sized magazine. Today’s edition runs more than 140 pages and serves as the official visitor guide to the Estes Valley.
Under Masterson’s direction, the publication has evolved to reflect changing visitor needs, including detailed guidance on navigating timed-entry reservations at Rocky Mountain National Park, seasonal travel tips, and expanded editorial coverage of dining, events, and outdoor recreation.
Growth and diversification
Masterson’s path to ownership began with a dining guide she launched in 1995. That product eventually merged with Vacationland in 2020, creating a single publication that combines lodging, dining, and activity information for visitors.
Her company has since broadened its reach across the Mountain West. In addition to the Estes Park guide, GuestGuide Publications produces titles including the Grand County Menu Guide, Moab Menu Guide, and regional visitor guides in Utah. The recent acquisition of the Moab Menu Guide brings the company’s total to 14 publications over 31 years, and 171 total separate editions.
Masterson remains closely involved in all aspects of production, from advertising sales to editorial planning and design. “I wear most of the hats and immerse myself in every book,” she said.
Sustainability and distribution
With a print run exceeding 100,000 copies annually, Estes Park Vacationland maintains an extensive distribution network across Colorado and neighboring states, supplying visitor centers and local businesses.
The publication also emphasizes environmentally conscious production. It is printed in Denver using chlorine-free paper and soy-based inks, and the company recycles packaging materials and unsold copies. Editorial content encourages visitors to reduce their environmental impact, including limiting single-use plastics and conserving water during their stays.
Adapting to modern travel
As tourism patterns shift, Masterson said the guide continues to adapt. Among the most common questions from visitors are where to view elk and how to access popular areas of the national park under reservation systems.
The guide now includes updated maps, event calendars, and practical travel advice, along with features on topics such as pet-friendly travel, seasonal wildlife viewing, and high-country weddings.
“Estes Park is a vacationland,” Masterson said. “Our job is to make sure visitors can experience it fully — and responsibly.”
Her latest national recognition underscores both the longevity of the publication and its continued relevance in a rapidly evolving travel media landscape.