Destination Blueprint
The Colorado Tourism Office seeks to serve as the extended strategy and implementation team for Colorado destination marketing/management organizations (DMOs) through Destination Blueprint. Since 2021, the Colorado Tourism Office has delivered 70 tourism strategic planning programs in 47 destinations across the state. The Colorado Tourism Office team builds on opportunities and lessons learned from other destinations along with the unique character of each participating destination. Program outcomes include increased alignment between local tourism stakeholders, and completion of one or more priority tourism projects. Up to 5 destination organizations will be selected to participate.
An informational webinar will be hosted on Tuesday, May 6 at 12pm MT. Register for the Destination Blueprint Program Webinar.
Destination Blueprint provides an opportunity for destinations across Colorado to join the Colorado Tourism Office in its effort to advance destination stewardship and adopt strategies identified in the Destination Stewardship Strategic Plan. Participating destinations will be paired with a tourism consultant that will serve as their lead point of contact on the implementation of the following activities throughout the duration of the program:
- Destination assessment
- Background research
- Core team survey and core team meetings
- Resident sentiment survey
- Tourism stakeholder survey
- Visitor profile study
- Other opportunities based on need
- Full-day community visioning and action planning workshop
- 100 hours of project-based consulting to advance priority projects
Each participating destination will receive an action plan that includes a series of recommendations identified during the workshop. Participating destinations will also work with their assigned tourism consultant to design a scope of work for 100 hours of consulting to advance one or more of the priority recommendations included in the action plan.
Destination Blueprint builds on the lessons learned and results that have been achieved statewide through the 70 tourism strategic planning programs that have been completed since 2021. A key finding from this work included the identification of seven shared industry priorities for advancing tourism priorities that align with the statewide Destination Stewardship Strategic Plan. Participating destinations are encouraged to focus their program on one or more of these shared industry priorities or advance specific strategies identified in the Destination Stewardship Strategic Plan.
Shared Industry Priorities
- Advance off-peak tourism opportunities
- Identify opportunities to extend the benefits of tourism throughout the year and increase demand for tourism outside of existing busy seasons.
- Advance tourism workforce
- Provide professional development opportunities for tourism-related staff and foster a stronger community of workforce in your destination.
- Champion the value of tourism
- Build awareness of the value that tourism provides to your destination and the role that destination organizations have in enhancing local quality of life.
- Develop and enhance visitor experience
- Diversify tourism offerings that showcase the unique potential of your destination by advancing outdoor recreation, agritourism, cultural tourism, stargazing, etc.
- Encourage responsible and respectful use
- Inspire visitors to engage in low-impact travel within Colorado, such as launching a Do Colorado Right campaign or advancing climate action strategies.
- Foster inclusive travel opportunities
- Develop strategies and resources to ensure your destination is welcoming and accessible to everyone.
- Promote local businesses and experiences
- Enhance promotional efforts through strategic marketing and storytelling tactics.
Applications are closed.
Overview
Type: Program
For: Destination organizations
Application deadline: 4 p.m. on Thursday, June 20, 2024
OEDIT division: Colorado Tourism Office
| Date: | Timeline: |
|---|---|
| May 6, 2025 | Applications open |
| June 18, 2025 at 4 PM MDT | Applications close |
| July 17, 2025 | Award notifications |
| August 5, 2025 | Program kick-off |
| October to December 2024 | Workshops held |
| January 2026 | 100 hours of consulting begins |
| June 2026 | Programs completed |
Each applying destination is required to identify one or more local champions to serve as the lead applicant for the application. As a condition of selection to participate in a program, local champions must commit to at least 50 hours of work throughout the duration of the 11-month program.
Roles and responsibilities of the local champion include:
- Engage in regular communication with the Colorado Tourism Office and their assigned tourism consultant.
- Identify 4 to 6 local tourism stakeholders that will serve on a core team and provide at least 20 hours of work to support the design and delivery of the workshop.
- Participate in program design, including sharing background research and ideal outcomes from participation in the program.
- Secure a venue and A/V for the workshop.
- Colorado Tourism Office covers catering expenses.
- Conduct local outreach related to the workshop and surveys.
- Provide ongoing leadership to advance the action plan.
The CTO defines a DMO as a not-for-profit organization or governmental unit that typically is the recipient of jurisdictional lodging tax revenue and serves as the lead for year-round tourism promotion and development efforts in a destination.
Example DMOs may include:
- Destination marketing organizations (e.g. Convention & Visitors Bureau)
- Lodging tax boards, committees, or panels.
- Chambers of commerce or chamber resort associations.
- Government entities in Colorado (federally recognized tribes and local governments).
Other considerations:
- Only one application can be submitted for an individual destination.
- Multiple organizations within a single destination should collaborate on a single program application.
- Participation in previous Colorado Tourism Office programming does not impact eligibility or competitiveness.
- Participants in previous Destination Development programs are encouraged to apply to advance the action plans that were created and/or update the existing action plan.
The following destinations are participating in the FY25 Destination Blueprint Program. Below is a highlight of the work accomplished:
- City of La Junta: partnered with the National Parks Service to promote the cultural heritage and history of La Junta and Canyons & Plains travel region.
- City of Monte Vista: aligned on a tourism leadership framework in collaboration with the Monte Vista Chamber of Commerce and key tourism stakeholders.
- Fremont County Tourism Council: marketing strategy and promotion of key winter tourism experiences to drive off-peak tourism.
- Grand County Colorado Tourism Board: established new board priorities and a sustainable funding model to meet demands of a new budget.
- Pagosa Springs Area Tourism Board: developed a communications plan and content for championing the value of tourism in Archuleta County.
- Manitou Springs CC Visitors Bureau: assisted in updating the Visit Manitou Springs staff structure and onboarding of new team members in response to leadership transitions.
- Ridgway Area Chamber of Commerce: developed and supported the implementation of a tourism marketing and communications plan for year-round tourism marketing and management.
- Silverton Area Chamber of Commerce: developed a Do Silverton Right campaign to encourage responsible and respectful use in the Town of Silverton and on nearby public lands.
Log in to the OEDIT online portal and submit your complete application in the online portal.
You will need to provide the following supporting documentation:
- Certificate of Good Standing (5MB File Size Limit) Local municipalities, and city and county governments are exempt from this; however, in order to submit the application
- Optional: Letters of support from supporting individuals and organizations combined in one PDF. Letters of support are not required but applications demonstrating broad community support are more competitive.
A panel of industry partners and Colorado Tourism Office staff reviews applications and recommends awards based on destination priorities, capacity to participate, and demonstrated need. A representative from the Colorado Tourism Office will respond to your application within one month of the application deadline.
Program Manager
