Visit Golden is known as Golden’s tourism marketing entity, but it actively works to attract both locals and tourists alike to Golden’s local businesses. The mission of this small but mighty staff of one full-time and two part-time employees, plus seasonal greeters, is to promote Golden as a tourism and small convention/meeting destination, primarily in the non-summer months, in order to sustain Golden’s business community throughout the year. Visit Golden’s marketing campaigns are funded by money raised by the Golden merchants themselves, through what is called a “vendor’s fee” which business owners pay throughout the year. The only financial contribution from the City consists of the salaries of the small team of staff members
Most of Visit Golden’s marketing efforts are geared toward the slower fall, winter and spring seasons. No paid ads are run during summer when visitation is already high. Visit Golden primarily targets Front Range residents and promotes Golden as a perfect day trip, easy overnight getaway or afternoon/evening adventure. Visit Golden also works to promote the city’s arts, culture and museums to make potential visitors aware of all Golden has to offer. Due to the modest budget, out-of-region visitors are not targeted, although Visit Golden cooperates with the Colorado Tourism Office and Visit Denver to support their outreach to out-of-state markets.
Tourism is a valuable source of revenue that Golden businesses rely on to operate year-round. While businesses may flourish in the busy summer season, Golden merchants, restaurants and breweries can often struggle during slower periods. According to Aimee Valdez, who along with her husband Dean, owns Miners Saloon, Old Capitol Grill & Smokehouse, and Bella Colibri, “Visit Golden’s efforts are a very important element in keeping local businesses like ours afloat in the off-season. And visitation by our fellow Golden residents, especially in slower times, is critical to keep Golden thriving.”
By helping Golden’s businesses, Visit Golden also helps support the taxes generated from them, which help fund trails, parks and other amenities. Without visitors, Golden residents alone would not be able to support the variety and large number of retail and restaurant options in a town our size. Tourism also helps provide employment in the community, as well as entry level and summer jobs for students. It is a clean industry that uses very few public dollars, yet brings back enormous financial benefits to the town.
Visit Golden promotes the city’s arts, culture, history, recreation, events, dining, shopping and local industry. In conjunction with City of Golden Communications staff, Visit Golden also encourages responsible tourism and trail etiquette, shares safety messages like creek closures, and encourages parking in downtown garages and lots to reduce impacts on neighborhoods.
According to Renee Rineheimer with the Golden Hotel, “As a small business, we have been able to leverage the hard work of Visit Golden to make sound decisions that benefit our business, as well as our shared community. We are thankful for their ongoing communication and their strategic planning to keep Golden as a thriving community with economic vitality. We look forward to working with them closely on new and existing efforts that allow our City to continue to shine!”
Check out visitgolden.com to learn more and follow Visit Golden on social media at @VisitGoldenCO. Or pick up the Official Visitors Guide at the Golden Visitors Center or view a digital version at https://www.visitgolden.com/plan-your-visit/digital-visitors-guide/. Perhaps you’ll discover new things to do in your own town that you did not know existed.