Joseph Burtard, a Visit Grand Junction board member and owner of JR’s Carriage Service, was selected as a 2025 honoree in the Frontline Tourism Worker category during the Colorado Governor’s Tourism Conference in Colorado Springs on Oct. 23.

The award honors individuals for their outstanding contributions to the tourism and hospitality industries in Colorado.

With a career rooted in service, leadership and storytelling, Burtard has become a respected ambassador in Grand Junction’s tourism landscape, Visit Grand Junction said in a news release. Through JR’s Carriage Service, Burtard offers guests an authentic connection to the region’s heritage, pairing scenic carriage and trail rides with rich local history and genuine Western hospitality.

Beyond his business, Burtard is recognized for his enduring commitment to community development, youth mentorship, public advocacy and preserving Colorado’s cultural identity, the news release said.

“Joseph Burtard embodies the heart of tourism both in Grand Junction and throughout Colorado, welcoming visitors with authenticity, pride and a true sense of place,” said Elizabeth Fogarty, director of Visit Grand Junction. “His contributions remind us that tourism is not just about destinations, but the people who bring them to life. The Grand Junction brand is built from within the community, and Joe personifies that perfectly. We are honored to have Joe on our board and in our community.”

The 2025 Governor’s Awards for Outstanding Colorado Tourism Efforts recognized seven individuals and four organizations.

“The Colorado Governor’s Tourism Conference is a powerful platform that underscores our collective commitment to advancing Colorado’s tourism industry with a focus on innovation, stewardship and inclusivity,” said Timothy Wolfe, director of the Colorado Tourism Office. “This year’s award ceremony has once again highlighted the forward-thinking work that’s helping ensure Colorado remains a top destination for travelers worldwide for generations to come.”

“Colorado’s tourism industry contributes $28.5 billion to our economy and supports over 470,525 jobs across the state. We are grateful to this year’s honorees’ work to elevate this important part of our culture and economy,” Gov. Jared Polis said.

JR’s Carriage Service, which was founded by Burtard, provides carriage experiences throughout Western Colorado, blending scenic charm with the region’s deep cultural and historical roots. The service celebrates the area’s traditions while welcoming visitors to experience Colorado’s western heritage firsthand.