CRAFT Case Study: Montrose County Historical Society, Montrose

Since 1968, the Montrose County Historical Society has endeavored to preserve, display and interpret the history and cultural legacy of Montrose County and its surrounding region. 

Mentor: Gaylene Ore
A travel, tourism and consumer marketing specialist, Gaylene brings more than 25 years of related experience to her client relationships. Gaylene has worked in media markets throughout Colorado and the nation, earning recognition for companies and nonprofit organizations. She founded Ore Communications in 1999.

CRAFT Project Overview, Deliverables and Results:
Their Colorado Rural Academy for Tourism (CRAFT), formerly known as CHAMP, project focused on analyzing and reviewing past approaches to presenting and marketing the museum's assets, making recommendations for improvement and creating a compelling action plan that will greatly increase local
awareness, develop appreciation, and generate support for preserving authentic local history.


  • An outline and action plan for immediate and future marketing and public relation strategies was
    developed to increase awareness of the Montrose and the region. Strategies included utilizing
    videos, social media, funding opportunities, media relationships, and web site improvements.
  • Due to awareness driven activities visitor’s numbers increased to about 200 more guests, than last
  • Activities to engage museum guests in history were incorporated into the museums.
  • The society created a Ghost Walk Tour that engages attendees in the history of Montrose. Tours on
    average have 45 people in attendance.