Whether searching for craft breweries or Rocky Mountain sunsets, Visit Longmont believes there are many reasons to stay in Longmont. Now, a grant award will help the tourist information center spread the word through a national marketing campaign.

Visit Longmont this month found out it was among 22 recipients to receive a Matching Marketing Grant. The grant was awarded by the Colorado Tourism Office. Established in 2001, the grant program provides funds for projects that promote Colorado as a destination for tourism.

A woman runs along the St Vrain Greenway on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

Kimberlee McKee, Visit Longmont’s interim board chair, said Visit Longmont was thrilled to get the grant and looks forward to partnering with the Colorado Tourism Office and Avocet Communications for the campaign.

While the state will contribute $40,000, Visit Longmont will match close to $24,000, which will be funded through the Lodger’s Tax, a tax collected through hotels, motels and short-term rentals. Avocet Communications, a Longmont advertising and public relations agency, will also donate $20,000 of in-kind services.

“Not only is Longmont a fantastic place to stay in and of itself, it’s a great place you can use as your home base, as you’re visiting other places on the Front Range,” McKee said.

The funding will be used for a mix of social media and paid advertising, as well as refreshing Visit Longmont’s logo, visitors guide, website and involve working with the tourism office to reach out to more potential visitors.

Lori Jones, president and CEO of Avocet Communications, said the agency wanted to support the community and businesses through the marketing opportunity.

“We are looking forward to sharing all the wonderful things that make Longmont Longmont with the rest of the state and even places beyond Colorado,” she wrote in an email. “When you know how special this community is, it’s easy to sing its praises, and it’s a joy to do so.”

A cyclist rides between two of the ponds at Golden Ponds Nature Area on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

The effort will build on the Longmont Economic Development Partnerships’ national marketing campaign, which launched last summer and refers to the city as “Colorado’s best kept secret.”

“As we are looking at a national campaign, we really want national messaging to be consistent among the organizations,” McKee said. “We want to make sure we are keeping that cohesive. We also think there are so many things that aren’t in the forefront of people’s minds as they are traveling.”

McKee said that ranges from outdoor recreating to things to do while visiting family in Longmont.

Jill McGranahan, Office of Economic Development and International Trade interim chief marketing and communications officer, said while agriculture is Colorado’s largest industry, tourism ranks second.

Trees reflect from one of the ponds at Golden Ponds Nature Area on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

“It covers a wide breadth of hotels, attractions and restaurants,” McGranahan said. “It’s a key economic engine for rural parts of Colorado.”

McGranahan said Visit Longmont was chosen for the grant award because of its strong and comprehensive plan for the funds. A total of $710,461 in grant funding was awarded this year. In response to the coronavirus pandemic, which posed challenges to the tourism industry, the state increased the maximum grant from $25,000 to $40,000.

The funds will be available to Visit Longmont starting in January. In the interim, McKee said Visit Longmont will be doing preparation work and research.

“I think tourism is a huge industry for Colorado, maybe one that people don’t necessarily always think about Longmont for,” McKee said. “I think we will be able to introduce new folks and bring more money into the community as a whole.”

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Whether searching for craft breweries or Rocky Mountain sunsets, Visit Longmont believes there are many reasons to stay in Longmont. Now, a grant award will help the tourist information center spread the word through a national marketing campaign.

Visit Longmont this month found out it was among 22 recipients to receive a Matching Marketing Grant. The grant was awarded by the Colorado Tourism Office. Established in 2001, the grant program provides funds for projects that promote Colorado as a destination for tourism.

A woman runs along the St Vrain Greenway on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

Kimberlee McKee, Visit Longmont’s interim board chair, said Visit Longmont was thrilled to get the grant and looks forward to partnering with the Colorado Tourism Office and Avocet Communications for the campaign.

While the state will contribute $40,000, Visit Longmont will match close to $24,000, which will be funded through the Lodger’s Tax, a tax collected through hotels, motels and short-term rentals. Avocet Communications, a Longmont advertising and public relations agency, will also donate $20,000 of in-kind services.

“Not only is Longmont a fantastic place to stay in and of itself, it’s a great place you can use as your home base, as you’re visiting other places on the Front Range,” McKee said.

The funding will be used for a mix of social media and paid advertising, as well as refreshing Visit Longmont’s logo, visitors guide, website and involve working with the tourism office to reach out to more potential visitors.

Lori Jones, president and CEO of Avocet Communications, said the agency wanted to support the community and businesses through the marketing opportunity.

“We are looking forward to sharing all the wonderful things that make Longmont Longmont with the rest of the state and even places beyond Colorado,” she wrote in an email. “When you know how special this community is, it’s easy to sing its praises, and it’s a joy to do so.”

A cyclist rides between two of the ponds at Golden Ponds Nature Area on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

The effort will build on the Longmont Economic Development Partnerships’ national marketing campaign, which launched last summer and refers to the city as “Colorado’s best kept secret.”

“As we are looking at a national campaign, we really want national messaging to be consistent among the organizations,” McKee said. “We want to make sure we are keeping that cohesive. We also think there are so many things that aren’t in the forefront of people’s minds as they are traveling.”

McKee said that ranges from outdoor recreating to things to do while visiting family in Longmont.

Jill McGranahan, Office of Economic Development and International Trade interim chief marketing and communications officer, said while agriculture is Colorado’s largest industry, tourism ranks second.

Trees reflect from one of the ponds at Golden Ponds Nature Area on November 12, 2021. Visit Longmont was awarded a $40,000 Matching Marketing Grant from the state. The grants are awarded for projects that promote Colorado as a tourism destination. (Cliff Grassmick/Staff Photographer)

“It covers a wide breadth of hotels, attractions and restaurants,” McGranahan said. “It’s a key economic engine for rural parts of Colorado.”

McGranahan said Visit Longmont was chosen for the grant award because of its strong and comprehensive plan for the funds. A total of $710,461 in grant funding was awarded this year. In response to the coronavirus pandemic, which posed challenges to the tourism industry, the state increased the maximum grant from $25,000 to $40,000.

The funds will be available to Visit Longmont starting in January. In the interim, McKee said Visit Longmont will be doing preparation work and research.

“I think tourism is a huge industry for Colorado, maybe one that people don’t necessarily always think about Longmont for,” McKee said. “I think we will be able to introduce new folks and bring more money into the community as a whole.”

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