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Visit Estes Park CEO outlines stewardship plan, seeks pause on nonresident fee changes
Summary
Sarah Leonard, the new CEO of Visit Estes Park, told Larimer County commissioners that tourism generated more than $510 million in direct travel spending in 2024 and urged a collaborative approach — including a marketing advisory committee and accessibility investments — while recommending a pause on new nonresident fee implementation to allow industry feedback.
Sarah Leonard, the newly hired executive director and CEO of Visit Estes Park, told the Larimer County Board of County Commissioners on Dec. 16 that the destination generated more than $510 million in direct travel spending in 2024 and supports roughly 3,400 local jobs.
Leonard said Visit Estes Park is moving to implement a restated intergovernmental agreement with the Town of Estes Park that would establish a marketing advisory committee to broaden stakeholder input, from lodging operators to non-lodging tourism businesses and community members. “The marketing advisory committee is an advisory role,” Leonard said, describing it as part of governance changes the Visit Estes Park board will consider this week.
The presentation emphasized destination stewardship, sustainability and accessibility. Leonard highlighted partnerships such as a dark-sky initiative with the town and a grant-backed effort with the Colorado Tourism Office to map 25 additional accessible sites; she identified accessibility as a key element of “sustainable tourism” and a way to diversify visitation.
Commissioners asked about outreach to indigenous communities and potential effects on small businesses. Commissioner John Kefalas asked how Visit Estes Park will “receive input from Native American indigenous folks” to inform future work; Leonard said she expects to invite diverse representation to the marketing advisory committee and pursue one-on-one engagement as the committee takes shape.
Leonard also addressed concerns about recent proposals to increase nonresident fees at Rocky Mountain National Park, which commissioners said could reduce international visitation and harm small businesses. Leonard recommended pausing the fee implementation “and allowing more time for feedback with industry,” saying Visit Estes Park would work to assemble better data on the economic contribution of international visitors before supporting policy changes.
The Visit Estes Park board is scheduled to review the updated governance structure and the marketing advisory committee at its meeting later this week. Leonard said Visit Estes Park will continue regional partnerships (including Explore NoCo) and pursue destination stewardship initiatives to balance tourism and conservation.
Next steps: the county and Visit Estes Park will continue coordination on the IGA-driven governance changes and monitoring of fee proposals; Leonard invited further engagement from county staff and commissioners.
