A refreshed brand identity, including a new logo and marketing approach, topped the agenda Thursday during a daylong meeting of Visit Estes Park board members and staff at the Twin Owls Steakhouse.
The visual reveal was dubbed as a “sneak peek” to allow staff more time to hone the new look for a full public presentation scheduled to coincide with VEP’s September tourism summit.
The announcement of the revised logo came during the group’s regular monthly afternoon meeting, which had been combined with a four-hour-long morning retreat-style strategizing session.
The new logo features an elk and a hand-drawn sketch of mountains, with prominent placement and emphasis on the words “Estes Park.”
The logo, along with its accompanying color palette and other elements, was created by staff members Amanda Scherlin, vice president of brand experience, and Margolee Pemberton, digital storytelling and content specialist, after VEP conducted several focus group conversations that asked what makes Estes Park special as a community.
Taking a cue from those sessions and additional research about the history of Estes Park, the two concentrated on how individuals described the community as both an escape and welcoming enough to feel like home.
Their work, shared with the newly formed Marketing Advisory Committee on Wednesday, June 17, “was very well received,” said VEP CEO Sarah Leonard.
While the new logo features the same elements of the one used today — elk, mountains, and the name, Estes Park — its look will be different from the one created in 2011 by an outside design firm and adopted through an advisory-group process.
Talia Siens, VEP’s arts and culture program director, updated the board on the activities of the Estes Arts District. Siens, VEP’s newest staff member, has a shared position between the local marketing district and the arts organization.
Siens, who came on board in April, said some exciting developments are unfolding for Estes since it was named one of seven new Colorado Creative Districts by Gov. Jared Polis and the Colorado Creative Industries last October.
Developing partnerships with existing arts groups, such as the Latino Alliance, through an arts advisory council, is a key focus for Siens. The council is envisioned to help coordinate the efforts of arts and culture organizations, she said.
In other business, Leonard announced that a revised event support and sponsorship plan will be instituted for the 2027 calendar year. Future financial requests need to be submitted to VEP between December 1 and January 15. In past years, awards were made throughout the year. Criteria for requests will be released in the near future.
Sponsorship decisions up to $20,000 will adhere to funding allowance decisions made by the CEO, according to board policy. Proposals for funding from $20,000 to $100,000 will be reviewed and considered by the CEO and staff. Any requests for sponsorship amounts above $100,000 will be determined by the VEP board of directors.
During its meeting, the board approved an audit of the organization’s 2026 financial standing.
The meeting was attended by four VEP board members, nine staff members, along with representatives from the Town of Estes Park and the Estes Chamber of Commerce. Larimer County Commissioner and VEP board member Jody Shaddock-McNally was unable to attend.
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