Glenwood Eyes Dallas To Bolster Shoulder Season Visitation

Jan 7, 2019

Glenwood Springs wants more visitors to stay for longer during the shoulder seasons. On Thursday, the City Council authorized the Chamber Resort Association to spend $200,000 on digital ads in the Dallas-Fort Worth area this coming fall.


Lisa Langer, Director of Tourism Promotion at the Glenwood Springs Chamber Resort Association, says the goal is to capitalize on how popular Colorado already is as a destination for Texans.

“They like to get out of the heat in the summer; they like to come here and ski in the winter,” she said.

Advertising in Dallas is significantly cheaper than other big cities, like Chicago, where Langer and her colleagues considered promoting the city but were turned away by the price.

Their goal is to get visitors on weekdays during the shoulder seasons. November through March is slow for Glenwood Springs, even though Vail and Aspen see lots of visitors. People from the Front Range visit Glenwood, but mostly on weekends, which is why Langer is looking beyond Colorado.

The city’s pitch to visitors is water: Enjoy the hot springs and recreate on the Colorado River. An advertising agency in Denver will make the ads, which will appear on travel websites like Expedia and Hotels.com, among other places.