Reimagine Industry Associations Success Story: Chaffee County Heritage Area and Advisory Board


Chaffee County Heritage Area and Advisory Board (Chaffee County Heritage) was approved to participate in the Reimagine Industry Associations Program by the Colorado Tourism Office in October 2022. 

The purpose of Chaffee County Heritage is to maintain and implement a strategic plan to protect the rural landscapes, scenic views, public natural areas, and historic places in Chaffee County. In addition to managing historic nominations, Chaffee County Heritage also manages the 57-mile Collegiate Peaks Scenic and Historic Byway, through the Greater Arkansas River Nature Association (GARNA), a local 501(c)3 non-profit, designated as the administrative arm of Chaffee County Heritage in 2004.

Chaffee County Heritage was paired with Olivia Ward, a CRAFT Mentor with travel and tourism experience in social media marketing, digital advertising, and digital content strategy, to deliver 75 hours of consulting to conduct the activities listed below.

The purpose of this project was to redesign the Collegiate Peaks Scenic & Historic Byway (Byway) website experience to increase visitor engagement and create a website for Chaffee County Heritage to increase awareness of the organization. 

Project objectives included: 

  • identify how to repurpose content to engage local stakeholders and increase awareness of the Byway 
  • develop a website strategy and content for a new Chaffee County Heritage website to increase awareness of local heritage and visits to historical sites and viewsheds
  • research, interview, onboard, and support a website developer to launch the Chaffee County Heritage website 

Chaffee County Heritage achieved the following results with its Reimagine Industry Associations Mentor:

  • stakeholder engagement meeting focused on how to repurpose content from 
  • website resources for that includes Byway content sitemap and updated website copy
  • website resources for the Chaffee County Heritage website that includes strategy, sitemap, website copy, and recommended images  
  • website developer sourcing to create the Chaffee County Heritage website
  • monthly reporting framework for the Chaffee County Heritage website to track visitors
  • recommendations for Colorado Tourism Office creative asset production shoot that includes locations, talent, and activities

“The Reimagine Industry Associations program made possible our updated Byway website, which we would otherwise not have had the capacity to complete.”

— Dominique Naccarato, Chaffee County Heritage

CRAFT Recovery assistance for Tourism

About Reimagine Industry Associations Program

The Reimagine Industry Associations Program supports Colorado tourism industry associations to foster long-term resilience. Awarded industry associations receive 75 hours of consulting and a $10,000 creative asset production shoot from the Colorado Tourism Office.