West End chamber asks county to help promote Naturita visitor center, events and trail access

Troy Masters, representing the New Glenn Adarita Chamber of Commerce, briefed the county board on April 6 about how a recently approved grant will support West End events and visitor services in Naturita and nearby communities.

"The main reason I wanted to come in today was to acknowledge the receipt of the grant from the county commissioners," Masters said, then described plans to leverage the funding for events such as the West End Jeep Tour, a borough race that highlights mining heritage, and the West End Poetry Gathering.

Masters urged county coordination to make the visitor center in Naturita more effective as a hub for visitors. He said the visitor center sits on the Scenic Byway and could do more to promote the Rimrock Trail and local businesses, but that staffing and limited overnight accommodations constrain the center's usefulness to bringing in and retaining visitors.

Commissioners and Chamber representatives discussed low lodging supply in the West End (Masters said "Almost none at this point") and possible short‑term options including RV parks, rental cabins and pop‑up lodging during peak seasons. Masters also proposed better directional signage, updated online visitor information and linking trail amenities to local services so visitors are more likely to stop, spend and use West End businesses.

The conversation touched on partnerships: Masters noted the Chamber’s interest in coordinating with county communications staff to update site content and suggested a future, more detailed strategic plan for the visitor center and West End marketing. Commissioners offered help with low‑cost items such as signage and flagged transportation and housing constraints as longer‑term issues.

The board did not take formal action; commissioners asked the Chamber to return with more detailed plans and the communications office offered to help update web and visitor materials.