At Visit Estes Park, we celebrated National Travel and Tourism Week, May 3 to 9. This time each year, the travel community across the United States highlights the value of the visitor economy. What better time to share an update about Phase II of Visit Estes Park’s Destination Stewardship Management Plan?
This next phase builds on the thoughtful input gathered over the past year by VEP from residents and business partners and reflects a continued commitment to shaping a sustainable, community-centered future for tourism in the Estes Valley.
The VEP staff and board members are reviewing prior plans, including a resident sentiment survey conducted by Longwoods International that gathered feedback from 465 adult residents across the Estes Valley.
Respondents shared perspectives on tourism’s economic contributions, tourism’s effects on quality of life, and concerns related to environmental sustainability and community character.
VEP is now re-engaging residents and stakeholders through conversations and focus groups to better understand our role in destination marketing and management moving forward.
The history of Visit Estes Park
VEP was established by area voters in 2008 as a local marketing district to manage, market, and promote tourism in the Estes Valley. It began operations in 2009. As a marketing district, VEP is funded primarily by a 5.5 percent lodging tax levied on overnight stays of less than 30 days within the district boundaries, 2 percent of which is base funding used by VEP for core marketing, visitor services, and promoting year-round tourism, and 3.5 percent – referred to as the Ballot Issue 6E funds – comes from a 2022 voter-approved lodging tax increase on all stays at hotels, motels, campgrounds, and vacation rentals.
Ninety percent of the 6E money is passed through to the Town of Estes Park for workforce housing and childcare, and 10 percent of these funds are retained by VEP for marketing and visitor education.
VEP’s budget and operating plan are reviewed annually by the Town of Estes Park and the Larimer County Commissioners.
At VEP, we recognize that “destination stewardship” is not a one-size-fits-all concept. Destination stewardship means finding the right balance: supporting a healthy visitor economy while conserving the natural environment, preserving Estes Park’s character, and ensuring tourism continues to contribute to residents’ quality of life.
We also recognize that perceptions differ across our community. That’s why VEP’s approach remains flexible, transparent, and grounded in ongoing dialogue.
As we continue Phase II, VEP is actively promoting Estes Park in the marketplace. We are placing media in key markets, featuring summer-focused imagery and stories designed to reach potential travelers looking for a weekend adventure, meeting space, or family gathering.
Thank you to those I have met individually and others who have shared feedback with VEP since I joined as its CEO last December. Continual community input is essential for shaping a destination stewardship management plan.
The Visit Estes Park team remains committed to listening, learning, and working collaboratively with the Estes Valley community.
Best,
Sarah Leonard
CEO, Visit Estes Park
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