A collaboration between three Grand Junction entities hopes to brand the Grand Valley as the “Outdoor Capital of Colorado,” and a newly awarded grant from the Colorado Tourism Office will play a large role.
The Colorado Tourism Office announced Wednesday that Visit Grand Junction will receive $25,000 for a marketing matching grant that Visit Grand Junction plans to use to advertise during the Outdoor Retailer winter and summer market events in January and July. The conferences are relocating to Denver next year after many years in Salt Lake City.
“We’re trying to gain presence at that show. It’s an ideal target for this campaign,” said Mistalynn Meyeraan, marketing and public relations specialist for Visit Grand Junction.
The grant application was done in collaboration with the Grand Junction Economic Partnership and the Greater Grand Junction Sports Commission as all three organizations will each put up $8,334 to match the $25,000 from the Colorado Tourism Office, giving Visit Grand Junction $50,000 for the advertising campaign.
The grant is one of 28 awarded statewide to nonprofit organizations for marketing ranging between $5,000 and $25,000. This is the first time these three organizations have teamed up to pursue a grant such as this, and they are not alone in trying to move this forward.
“A lot of local businesses have all come together to support this effort,” said Cilia Kohn, director of marketing for GJEP.
The grant application received letters of support from the Mesa County Workforce Center, town of Palisade, the Grand Junction Area Chamber of Commerce, Mountain Racing Products, Mountain Khakis and Moody Insurance in addition to the entities investing the money.
Meyeraan said the focus of advertising the valley at the Outdoor Retailer conferences will be to make people aware of the possibilities for outdoor recreation and business in the area.
Visit Grand Junction will purchase some digital billboard space around Denver’s Colorado Convention Center during and between the conferences, labeling the area as Colorado’s outdoor capital.
“We want that to get attention,” Meyeraan said. “That’s a bold statement. How can we back that up?”
Kohn noted the importance of bringing people from the conference out to the Grand Valley as hopefully some will see the appeal of the area and want to relocate their business.
“We’re bringing these people in and showing the business opportunity here and getting them to stay,” Kohn said. “It’s very important.”