Council backs destination marketing plan and authorizes tourism grant application

Ridgeway’s council on July 8 received a draft destination marketing plan from Destination by Design and authorized staff to pursue state grant funding to implement elements of the plan.

Sarah Pinnicks of Destination by Design presented a strategy built around three core principles — local life leads, purposeful stewardship and tourism that works for the town — and proposed campaign concepts including "Rooted in Ridgeway" and "Open Spaces." The firm suggested targeting low‑impact outdoor visitors, heritage and culture seekers, and regional travelers to stabilize shoulder seasons and increase town‑core visitation.

Pinnicks described a small remaining implementation budget of $17,000 for content and initial paid media and said the firm would capture campaign media in late summer. Tara (town staff) explained the grant the council was asked to authorize: a Colorado Tourism Office marketing grant that would provide a 2:1 match and, if awarded, could be used to scale campaign work and leverage regional coop media buys.

A councilor moved to authorize staff to submit a letter of interest and, if invited, a full grant application for up to $49,000 by the published deadlines with the required 2:1 match. The motion was seconded and approved by voice vote; the council emphasized that authorizing the application does not obligate the town to accept the grant or lock in match funds until the award is offered and considered in the regular budget process.

Councilors raised scheduling and lodging questions for campaigns aimed at shoulder seasons and stressed that any paid marketing would be coordinated with local businesses and seasonal closures. The town will pursue stakeholder review and a community feedback period before finalizing materials and proceeding with content capture.