Glenwood Hot Springs boasts the world’s largest mineral hot springs pool
Deep in the Rocky Mountains of Colorado, leaders from five hot springs destinations have come together to form the Colorado Historic Hot Springs Loop – a 720-mile (1,159km) road trip through 19 thermal facilities, national parks and monuments, scenic byways and outdoor wellness activities.
The idea had its genesis in 2015, when the Colorado Tourism Office put together a package for collaborative marketing grants. Heidi Pankow, public relations manager for the Ouray Chamber Resort Association, spoke to colleagues at nearby Pagosa Springs about how they might work together to showcase the state as a destination for hot springs. The two visitors bureaus then approached other nearby regions of Steamboat Springs, Glenwood Springs and Chaffee County, and an itinerary soon emerged.
“Because each region and the individual hot springs facilities are so different, the Loop allows people to enjoy a variety of experiences,” says Pankow. “When we mapped it, we realised each destination is about three hours’ drive from the last stop. This makes a perfect five- to seven-day driving itinerary, or several short weekend getaway opportunities.”
The Loop connects 19 thermal facilities along mostly two-lane, scenic byways through the Rocky Mountains, and also highlights other tourist destinations along the way. “These hot springs are in the most beautiful part of Colorado,” explains public relations specialist Vicky Nash, who serves as the coordinator of the project. “That’s why collaborating with the destination areas has worked so well – we wanted to market the whole experience.”
The hot springs facilities boast a wide variety of thermal features – from intimate private baths to the world’s largest mineral hot springs pool – as well as vapour caves, hot pots, terraced pools, travertine formations and aquatic centres.
Marketing power Nash manages communications, writing grant requests and reports and ordering collateral, but the partners all help both creatively and financially; a contribution of US$5,000 (€4,078, £3,601) from each of the five locations is matched by the state tourism office each year, which means the Loop has an annual marketing budget of US$50,000 (€40,780, £36,010).
“As one of the smallest destinations, we look for any collaboration opportunities that we can participate in,” says Pankow, whose region is often referred to as ‘the Switzerland of America’. “The Loop allows us to stretch our marketing budget and participate in programmes we wouldn’t be able to afford on our own. People who are fans of hot springs are willing to search out new locations, so we’re all receiving more exposure by working together.”
Part of the increased exposure comes in the form of media attention; since the Loop’s inception, more than 50 stories have appeared in major consumer publications including USA Today, The Washington Post, National Geographic Traveler and The Wall Street Journal, amonth others, with an estimated value of US$6m (€5m, £4.3m).
“This coverage is invaluable to our small town; we couldn’t afford to pay for the kind of marketing that would reach these audiences,” says Pankow.
The marketing budget also means that brochures and other collateral material have been produced in English, Chinese, Japanese and German – key languages for developing an increasingly international clientele with an interest in hot springs. “Every one of the facilities was getting Japanese and German tourists regularly, but there are more and more international flights coming to Colorado,” says Nash.
Growing tourism The Loop appears to be paying off as well; in just two years, each of the five destinations has experienced higher accommodations tax collections – a measure of visitor numbers – with increases ranging from 4 to 20 per cent. “It’s been successful in a pretty short period of time,” says Nash. “All of the visitation is up – every single destination had increased numbers.”
In today’s busy world, many consumers are looking for inspiration that’s packaged up in a neat itinerary. “Travellers like itineraries, and the Colorado Historic Hot Springs Loop provides the ideas and inspiration to map-out a bucket-list-worthy hot springs road trip through the Rocky Mountains,” says Steve Beckley, owner of both Iron Mountain Hot Springs and Glenwood Caverns Adventure Park. “Each of the 19 stops on the Loop has something unique and special to offer. Together, the Loop becomes the destination, and we all benefit.”
The inspiration includes not just hot springs, but scenic drives, stops in the Rocky Mountains National Park, and activities in nature, from hiking to whitewater rafting to skiing. There are also heritage trains, ghost towns and mining opportunities. It’s this wide-ranging wellness itinerary, combined with a focus on the history of many of the hot springs – many of which have been around since the 1800s – that has helped put western Colorado firmly in the spotlight.
“The importance of wellness to our physical and mental health is gaining awareness in leaps and bounds in the US, at the same time that heritage travel is on the rise,” explains Beckley. “The Loop combines these trends with the adventure of a Western road trip.”
Collaboration But beyond the increases in visitor numbers, the Loop has meant a new kind of collaboration for many of the hot springs facilities. For instance, as a newcomer to the scene – Iron Mountain Hot Springs only opened in 2015 – Beckley gained insight and ideas from both Old Town Hot Springs and Avalanche Ranch. “It’s created a relationship that’s more collaborative than competitive,” says Beckley.
Pankow has a similar story. “We’ve built great relationships with our partners, and are able to reach out for ideas, best practices, professional opinions and advice,” she says.
The team’s efforts have garnered a number of awards, including Best Idea from the Destination Marketing Association of the West, Best Campaign from the Colorado Tourism Office, and the Colorado Business Roundtable’s Collaboration in Industry award. “It’s kind of surprising how successful it’s been so quickly,” says Nash.
Nash says the next phase will involve making more formalised packages, with hotel stays, rental cars, skiing passes and attractions admissions all grouped together for the consumer. The ultimate goal is to get international tour operators to put hot springs on their itineraries.
She also hopes the group’s success will provide fodder to create a Hot Springs Association of the US, where there are an estimated 215 facilities.
“The US is behind the curve when it comes to hot springs awareness,” says Nash. “For consumers, the first thing that pops into their head is the recreational aspect, rather than the wellness aspect. The wellness aspect is huge, and we all need to work more closely on that.”
For now, the group is thrilled with how their five voices have united as one – and how the world is paying more attention to Colorado as a thermal spa destination. “It’s raising awareness of just how many hot springs choices there are in Colorado, which benefits all of us,” says Beckley.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 1
Promotional feature: Oakworks
Dafne Berlanga, vice president of international business
development of Oakworks, discusses the importance of sustainability
Colorado Historic Hot Springs Loop The 720-mile Loop travels through the Rocky Mountains, connecting five regions and 19 thermal facilities in the western part of Colorado
Colorado Historic Hot Springs Loop
Colorado Historic Hot Springs Loop in numbers
720 miles
5 hot springs destinations
19 thermal facilities
Heidi Pankow
Iron Mountain Hot Springs is one of the newest facilities on the Loop
Vicky Nash
The spa at Mt Princeton Hot Springs provides a variety of treatments
The small town of Ouray has boosted its marketing budget with the Loop
Steve Beckley owns Iron Mountain Hot Springs as well as Glenwood Caverns Adventure Park
Strawberry Park Hot Springs features therapeutic thermal pools
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over thirty years ago, from the Audio Visual
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Glenwood Hot Springs boasts the world’s largest mineral hot springs pool
Deep in the Rocky Mountains of Colorado, leaders from five hot springs destinations have come together to form the Colorado Historic Hot Springs Loop – a 720-mile (1,159km) road trip through 19 thermal facilities, national parks and monuments, scenic byways and outdoor wellness activities.
The idea had its genesis in 2015, when the Colorado Tourism Office put together a package for collaborative marketing grants. Heidi Pankow, public relations manager for the Ouray Chamber Resort Association, spoke to colleagues at nearby Pagosa Springs about how they might work together to showcase the state as a destination for hot springs. The two visitors bureaus then approached other nearby regions of Steamboat Springs, Glenwood Springs and Chaffee County, and an itinerary soon emerged.
“Because each region and the individual hot springs facilities are so different, the Loop allows people to enjoy a variety of experiences,” says Pankow. “When we mapped it, we realised each destination is about three hours’ drive from the last stop. This makes a perfect five- to seven-day driving itinerary, or several short weekend getaway opportunities.”
The Loop connects 19 thermal facilities along mostly two-lane, scenic byways through the Rocky Mountains, and also highlights other tourist destinations along the way. “These hot springs are in the most beautiful part of Colorado,” explains public relations specialist Vicky Nash, who serves as the coordinator of the project. “That’s why collaborating with the destination areas has worked so well – we wanted to market the whole experience.”
The hot springs facilities boast a wide variety of thermal features – from intimate private baths to the world’s largest mineral hot springs pool – as well as vapour caves, hot pots, terraced pools, travertine formations and aquatic centres.
Marketing power Nash manages communications, writing grant requests and reports and ordering collateral, but the partners all help both creatively and financially; a contribution of US$5,000 (€4,078, £3,601) from each of the five locations is matched by the state tourism office each year, which means the Loop has an annual marketing budget of US$50,000 (€40,780, £36,010).
“As one of the smallest destinations, we look for any collaboration opportunities that we can participate in,” says Pankow, whose region is often referred to as ‘the Switzerland of America’. “The Loop allows us to stretch our marketing budget and participate in programmes we wouldn’t be able to afford on our own. People who are fans of hot springs are willing to search out new locations, so we’re all receiving more exposure by working together.”
Part of the increased exposure comes in the form of media attention; since the Loop’s inception, more than 50 stories have appeared in major consumer publications including USA Today, The Washington Post, National Geographic Traveler and The Wall Street Journal, amonth others, with an estimated value of US$6m (€5m, £4.3m).
“This coverage is invaluable to our small town; we couldn’t afford to pay for the kind of marketing that would reach these audiences,” says Pankow.
The marketing budget also means that brochures and other collateral material have been produced in English, Chinese, Japanese and German – key languages for developing an increasingly international clientele with an interest in hot springs. “Every one of the facilities was getting Japanese and German tourists regularly, but there are more and more international flights coming to Colorado,” says Nash.
Growing tourism The Loop appears to be paying off as well; in just two years, each of the five destinations has experienced higher accommodations tax collections – a measure of visitor numbers – with increases ranging from 4 to 20 per cent. “It’s been successful in a pretty short period of time,” says Nash. “All of the visitation is up – every single destination had increased numbers.”
In today’s busy world, many consumers are looking for inspiration that’s packaged up in a neat itinerary. “Travellers like itineraries, and the Colorado Historic Hot Springs Loop provides the ideas and inspiration to map-out a bucket-list-worthy hot springs road trip through the Rocky Mountains,” says Steve Beckley, owner of both Iron Mountain Hot Springs and Glenwood Caverns Adventure Park. “Each of the 19 stops on the Loop has something unique and special to offer. Together, the Loop becomes the destination, and we all benefit.”
The inspiration includes not just hot springs, but scenic drives, stops in the Rocky Mountains National Park, and activities in nature, from hiking to whitewater rafting to skiing. There are also heritage trains, ghost towns and mining opportunities. It’s this wide-ranging wellness itinerary, combined with a focus on the history of many of the hot springs – many of which have been around since the 1800s – that has helped put western Colorado firmly in the spotlight.
“The importance of wellness to our physical and mental health is gaining awareness in leaps and bounds in the US, at the same time that heritage travel is on the rise,” explains Beckley. “The Loop combines these trends with the adventure of a Western road trip.”
Collaboration But beyond the increases in visitor numbers, the Loop has meant a new kind of collaboration for many of the hot springs facilities. For instance, as a newcomer to the scene – Iron Mountain Hot Springs only opened in 2015 – Beckley gained insight and ideas from both Old Town Hot Springs and Avalanche Ranch. “It’s created a relationship that’s more collaborative than competitive,” says Beckley.
Pankow has a similar story. “We’ve built great relationships with our partners, and are able to reach out for ideas, best practices, professional opinions and advice,” she says.
The team’s efforts have garnered a number of awards, including Best Idea from the Destination Marketing Association of the West, Best Campaign from the Colorado Tourism Office, and the Colorado Business Roundtable’s Collaboration in Industry award. “It’s kind of surprising how successful it’s been so quickly,” says Nash.
Nash says the next phase will involve making more formalised packages, with hotel stays, rental cars, skiing passes and attractions admissions all grouped together for the consumer. The ultimate goal is to get international tour operators to put hot springs on their itineraries.
She also hopes the group’s success will provide fodder to create a Hot Springs Association of the US, where there are an estimated 215 facilities.
“The US is behind the curve when it comes to hot springs awareness,” says Nash. “For consumers, the first thing that pops into their head is the recreational aspect, rather than the wellness aspect. The wellness aspect is huge, and we all need to work more closely on that.”
For now, the group is thrilled with how their five voices have united as one – and how the world is paying more attention to Colorado as a thermal spa destination. “It’s raising awareness of just how many hot springs choices there are in Colorado, which benefits all of us,” says Beckley.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 1
Promotional feature: Oakworks
Dafne Berlanga, vice president of international business
development of Oakworks, discusses the importance of sustainability
Colorado Historic Hot Springs Loop The 720-mile Loop travels through the Rocky Mountains, connecting five regions and 19 thermal facilities in the western part of Colorado
Colorado Historic Hot Springs Loop
Colorado Historic Hot Springs Loop in numbers
720 miles
5 hot springs destinations
19 thermal facilities
Heidi Pankow
Iron Mountain Hot Springs is one of the newest facilities on the Loop
Vicky Nash
The spa at Mt Princeton Hot Springs provides a variety of treatments
The small town of Ouray has boosted its marketing budget with the Loop
Steve Beckley owns Iron Mountain Hot Springs as well as Glenwood Caverns Adventure Park
Strawberry Park Hot Springs features therapeutic thermal pools
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
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COMPANY PROFILES
DJW David & Lynn Willrich started the Company
over thirty years ago, from the Audio Visual
Department [more...]
QubicaAMF UK QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
Clip 'n Climb Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
