In a column a week or so ago, I spent some time talking about the Estes Park Housing Authority. Another organization in town that is the subject of a variety of debates is Visit Estes Park, our local marketing district.
There have been some unsettled times in the history of VEP, notably in 2018, and some bumps leading up to and during 2025. The reformation of the VEP board last year, the creation of its own marketing advisory committee (made up of local business owners and peers), and the hiring of CEO Sarah Leonard late last year have all helped stabilize and focus that team.
They are on a very good track right now and making progress on all the right fronts.
One of the topics that generates differences of opinion is VEP’s work to transform the “shoulder” seasons into an inviting mix of festivals, events, activities, etc., as it works to create greater year-round visitation. Some feel that not enough attention is given to keeping the peak summer season healthy. We certainly want that to stay solid; it has for most of our history been the bread and butter of Estes tourism.
Perhaps it’s not obvious to some observers, but VEP does give substantial attention to keeping the summer season strong and nurtured. Going forward, I think VEP will ensure there’s clear public information about the efforts underway to bolster our summer. An expanded “shoulder season” does not mean erosion of the efforts to maintain our golden months.
In the meantime, the development of the shoulder season improves business during traditionally slow times. Fill up those rooms and shops in January! New events are part of the plan, but there can also be developments of things to do and sites to visit that are not associated with specific events.
Perhaps new opportunities for winter or indoor activities, a Nordic track, days when restaurants and retail offer “winter discounts” on a regular basis (we’ve heard of towns doing “Winter Wednesdays”), or other services that bring visitors up and have them stay for more than a day. We are cozy here in the winter!
VEP’s Destination Stewardship objectives are very important. Those fall under the philosophy you’ve heard from me many times: Any actions we take must not impair the character, beauty, or quality of life of the Estes Valley.
So, it is very important to help guide 4-million-plus visitors to respect those goals while they’re enjoying their time here.
I’m writing this on the summer solstice, and so it’s a long way to the winter season. I think first of the First Peoples Festival in January, which is growing each year. Sundance will come to Boulder and the region in a big way next January. Various other events are helping to anchor late fall/winter/early spring in new ways for this land of visitation.
The early settlers quickly found that the most likely way to survive and thrive here was to invite visitors. And so it goes, 150 years later, still the same formula. And yet we transform every generation even while keeping our tried-and-true traditions.
One of the advantages of a steadier year-round business is that many stores and services can reach a point where they have more full-time employees during the traditionally slower seasons. In my years at the hospital, I recall the challenges we faced in affording year-round, full-time staff across several departments. The arc of Estes’ visitation posed the challenge of keeping staff, including nurses, fully employed from October to April.
And that goes for many retail shops, restaurants, and services all around town. Steady year-round visitors may well create a more consistent full-time workforce.
Another great thing that’s happening through VEP’s efforts is that Estes received Accessibility Verified status from Wheel the World, a travel agency that increases accessible adventure throughout Colorado. The Colorado Tourism Office provides an accessible travel program that leads to this status. As VEP CEO Sarah Leonard says, “Accessibility is not just about travel; it is about creating a more welcoming and inclusive community for everyone.”
VEP will host the Accessible Travel Showcase on July 8, from 9 a.m. to 12 p.m., at the Willome Conference Center at YMCA of the Rockies in Estes Park. The event will bring together tourism partners, community leaders, accessibility advocates, and industry professionals for a morning focused on inclusive hospitality and accessible travel.
So, there’s a lot of good happening with Visit Estes Park. The organization is very open about its efforts, so stay tuned to keep up with VEP, which is so important to the essence of the Estes experience.
Of course, it’s not just the visitors who need to be good stewards of this magical valley. We, the residents, are the first to take on the mantle of proper care for our beautiful town. All of us.