Colorado Travel Article

1. 4 JULY 2015
D
estination Colorado leverages the
state’s robust tourism industry
to reach the meetings market,
working closely with the Colorado Tourism
Office, which provides the organization
with advertising space and funding to
attend events throughout the year. Reaching
this market is Destination Colorado’s
main mission, and through its website—
destinationcolorado.com—the organization
has created a one-stop shop for planners
considering the state for an event.
“Destination Colorado’s website gives
planners all the information they need to
know about booking in Colorado and its desti-
nations,” boasts Kathy Reak, the president-
elect. Here, says Reak, planners can “explore
the state’s different regions and decide which
ones best fit their requirements. From there,
they can link directly to the destination or
venue of their choice or fill out an RFP online.
The RFP will only be submitted to the destina-
tions planners are considering, providing a
significant time-saving tool.” In addition, the
Destination Colorado website offers planners
a number of other services and resources,
including the state’s finest destination manage-
ment and activity companies and leaders in
transportation across the state.
Providing value to planners as well as an
environment that’s conducive to memorable
meetings is paramount for Colorado destina-
tions. Though it may be known more for its
towering mountains than soaring skyscrapers,
Colorado has seen impressive growth in many
of its largest cities as new hotels, restaurants,
and attractions offer visitors the chance to
experience a more urban side of the state.
“Our cities offer a number of Colorado-
grown experiences,” says a former DCO
President Tim Litherland, director of sports
and specialty markets at Visit Denver. “For
example, more than 200 kinds of beer are
brewed daily in Denver—more than any other
city in the nation,” he continues, but notes
that Denver isn’t the only place for planners
wanting an authentic taste of the state:
“Boulder and Fort Collins are also known for
their local breweries and beer tours.”
Most important to planners considering
urban locales for their meetings is the conve-
nience that centralized locations provide.
The 519-room airport Westin and 165-room
ART Hotel are just two of the new hotels set
to open in Denver this year. And with a new
Airport Rail Line scheduled for an early 2016
debut, attendees are promised a speedy and
affordable trip from the international airport
to downtown. Denver continues to add the
type of venues and services that planners and
their guests appreciate—and expect.
Additionally, planners are choosing urban
destinations because of the value in allowing
guests to create their own, authentic experi-
ence by simply walking the city’s streets or
taking a quick ride along a mass transit line.
But Colorado offers planners value through-
out the state, says Danielle McNair, a board
member at Destination Colorado. “Colorado
is able to deliver more ROE (Return on
Experience) through teambuilding adven-
tures and destination immersion that goes far
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DESTINATION
COLORADO
Paving the Way for the Meetings Market
FOR OVER TWO DECADES, Colorado has built numerous resources
for meeting planners—tools that facilitate business with Colorado’s
diverse collection of cities, hotels, venues, and attractions.The brainchild
of several stakeholders in the state’s tourism industry, Destination
Colorado was officially incorporated and trademarked in 1990 and has
grown from humble beginnings into a major contributor to the state’s
economic interests.“Destination Colorado has grown from an original
number of 15 members to approximately 120 members today.The
membership consists of destination marketing organizations, lodging
properties, resorts, conference centers, destination
management companies, and activity and
transportation companies,” explains Lisa Lindgren,
newly appointed president of the organization.
BY JAMES
SKINNER

2. 5JULY 2015
beyond the four walls of a hotel.”
McNair believes Colorado’s unparalleled
access to the outdoors allows destinations
far from the city lights to create health and
wellness programs that benefit attendees.
“Planners are discovering more and more
that these types of opportunities drive
productivity and learning.” For McNair,
the senior sales manager at Beaver Creek
Resort Properties, Colorado’s advantage is
clear: “You simply can’t beat Colorado for the
number of authentic outdoor experiences
offered, including fly-fishing, whitewater
rafting, hiking, biking, horseback riding,
and ropes courses. These types of activities
promote active awareness, trust, exploring
new terrain, and conquering physical and
mental challenges while sharing new experi-
ences together.”
There are a number of new projects and
developments throughout Colorado that also
reflect what meeting planners are looking for
in today’s marketplace. According to Janie
McCullough, executive director of Destination
Colorado, “Colorado’s natural splendor and
breathtaking backdrops puts the state in a
perfect position to offer experiential meetings
with a local flavor.”
For Destination Colorado, educating
planners about the state’s unique mixture
of locations and its newest properties and
attractions has become a top priority. The
organization attends two or three major
national trade shows focused on the meetings
and incentive industry, where compelling
and entertaining pavilions promote all of the
meeting experiences Colorado has to offer. In
addition, Destination Colorado hosts at least
two road shows annually, bringing Colorado
destinations and individual meeting proper-
ties and service companies to these targeted
meeting markets, explains Secretary Karen
Schneider, who also serves as the director of
sales for The Steamboat Grand. “Recently,
we had over 50 planners attend a Cubs game
while being wined and dined in the outfield
box. Destination Colorado strives to create an
event that will motivate very busy planners to
join us and learn all about the different areas
of Colorado from the attending members.”
Schneider says Destination Colorado will
soon turn its efforts to California’s Bay Area,
a market that “members are very keen in
establishing a greater presence.” At home,
however, the organization produces an annual
event each December, bringing members
face-to-face with meeting planners. “I have
been a member of Destination Colorado
for years, and it is phenomenal to see how
much this event has grown.” Schneider adds,
“From what started as a small event at Cherry
Creek Shopping Center with 12 participating
members and 25 planners, has grown to host
more than 70 exhibitors and 250 planners.” n
You are Invited to
SMU COLORADO!
The best way to learn about conducting
conferences, group events, and incentive
trips throughout Colorado is by going
directly to the source: Colorado-based
suppliers who can save meeting planners
valuable time and precious budget dollars.
Join other qualified meeting planners
on July 8-10, 2015 at Successful Meet-
ings University (SMU) Colorado in Denver
for a three-day conference showcasing the
diverse selection of meeting venues avail-
able throughout the state. SMU Colorado
features pre-scheduled one-on-one meet-
ings with premier suppliers, educational
sessions with renowned industry experts,
and valuable networking opportunities. Tour
the host property, The ART Hotel, and enjoy
special events at the Renaissance Down-
town Denver, The Brown Palace Hotel and
Spa, and the Denver Art Museum.
Be sure to visit www.successfulmeetings.
com/events/smucolorado/home for com-
plete event information and application.
Danielle McNair
Board Member
Janie McCullough
Executive Director
Karen Scneider
Secretary
Kathy Reak
President-Elect
Lisa Lindgren
President
Tim Litherland
Former President