Visit Loveland and the City of Loveland, Economic Development Corp. Receive tourism recovery marketing grants from the Colorado Tourism Office

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The funds will be used to attract more visitors, meetings and events to the area in the wake of the pandemic

Visit Loveland, the City of Loveland’s Department of Tourism, Economic Development Corp., was awarded $175,000 by the Colorado Tourism Office (CTO) through the Tourism Recovery Marketing Grant. The CTO announced the seven recipients of the grant. Offered by the Colorado Tourism Office, this one-time grant was funded by an EDA American Rescue Plan Travel, Tourism, and Outdoor Recreation State Grant, which provides funds to eligible applicants to support the economic recovery of Colorado’s travel and tourism industry through execution Tourism marketing and advertising campaigns.

The goal of this grant program is to support the economic recovery of the state’s travel and tourism industry and to attract visitors to Colorado’s cities and towns that are still recovering from the pandemic.

“After record growth in 2019, the pandemic decimated our budget in early 2020,” said Cindy Mackin, CDME, Head of Visit Loveland Visitor Services. “We survived through creativity, marketing partnerships, in-kind sponsorship and genuine courage. Two years later we are still trying to recover from our losses. These Grant Dollars will allow us to capitalize on this moment of heightened demand and kick start the visitor economy again, not just at Loveland but throughout the Front Range.”

This is the largest grant awarded by the CTO under any grant program and more than double the previous record high of $750,000 awarded through last year’s Tourism Marketing Matching Grant. Direct support from industry partners allows destinations to target audiences that have lost market share during the pandemic, such as B. Meetings and events, group travel, off-season visitors and international travelers.

“We will use these funds to revitalize and enhance our representation of Visit Loveland to attract new guests and reconnect with previous visitors to ensure tourism remains a viable economic engine in Loveland,” said Mackin. “With a ‘Love’ themed campaign focused on data recovery, creative production and marketing execution, we will target four primary audiences with a cohesive multidisciplinary approach.”

Each application was evaluated based on a tourism recovery-focused marketing campaign, proven recovery needs, measurable tourism impact, quality of budget and schedule, and implementation capacity. Eligible projects include city, county or regional tourism marketing and promotional campaigns overseen by nonprofit tourist destination promotion organizations, Colorado cities or other state political subdivisions, economic development district organizations and Native American tribes.

Other organizations that have received this funding are:

  • City of La Junta
  • Colorado Springs Convention and Visitors Bureau
  • Denver Metro Convention and Visitors Bureau
  • Fort Collins Convention and Visitors Bureau
  • Logan County
  • Visit Aurora

For more information about the program, visit the official program page at https://oedit.colorado.gov/tourism-recovery-marketing-grant.

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