Delegation promotes Grand Valley as outdoor recreation capital

Robin Brown
Robin Brown

A local delegation attended the Outdoor Retailer Winter Market in Denver to promote the Grand Valley as the capital of Colorado — in least in terms of outdoor recreation.

“We made exhibitors aware there’s another side to the state where the outdoor recreation opportunities are infinitely better, more affordable and more accessible,” said Robin Brown, executive director of the Grand Junction Economic Partnership.

The delegation also included Rick Taggart and Greg Caton, the mayor and city manager of Grand Junction; Lori Buck and Mike Bennett, the mayor and city manager of Fruita; Juliann Adams, executive director of the Palisade Chamber of Commerce; and other representatives of the business community.

The delegates split into groups at the trade show to meet with more than 300 exhibitors as well as talk about business opportunities for outdoor-related companies. GJEP shared booth space at the show with Delta and Montrose counties.

GJEP sponsored a concert at the Ogden Theater for more than 1,200 people. The event, hosted by Elevation Outdoors magazine, added the Grand Valley to such brands such as Haibike, Osprey, Otterbox and Upslope Brewing. The event also offered an opportunity to engage with exhibitors outside the trade show, Brown said.

“Over one quarter of our prospects are in the outdoor recreation industry,” Brown said. “Whenever we get in front of these businesses, they’re amazed at how well the Grand Valley caters to their lifestyle, offering affordable and convenient access to year-round recreation. We’re a great match for the industry.”

Efforts at the trade show were augmented by a marketing campaign that included billboards outside the Denver convention center, internal kiosks and digital and print advertising.

The campaign promoting the Grand Valley as the outdoor capital of Colorado is an effort of GJEP, Visit Grand Junction and the Greater Grand Junction Sports Commission and funded in part by a $25,000 grant from the Colorado Tourism Office.

The campaign is designed to promote the Grand Valley as a destination not only for outdoor recreation, but also outdoor recreation businesses.