By now, you know that Clarity of Place is all about community alignment. We enjoy helping destinations find a path for greater engagement with their communities and the place they share with visitors. We’re always on the lookout for innovative examples of how destination organizations interpret how they can add value.
Here, we congratulate four innovative destination management organizations, whom we have advised on other aspects of their strategies, on their leadership in devising these creative and community-centered visitor center initiatives.
Visit Fort Collins Transforms its Visitor Center
Visit Fort Collins in Colorado knew that the city’s rich visitor experiences are a product of the city’s character and charm. When given the opportunity to rethink what their visitor center should be, they thought out of the box to create an asset for both residents and visitors.
Visit Fort Collins recently turned an unused building into a fresh new space that creates community-shared value, welcoming visitors by day and community members by night. They also commissioned a local artist to paint a colorful new mural, an emblem of community pride, on a water tank near the entrance. Both projects were unveiled in August 2024, brightening the city’s center for residents and attracting visitors’ attention. A new video shows how community members and tourism partners are already enjoying this space, which is a living testament to what makes the city special.
We invited Visit Fort Collins President and CEO Cynthia Eichler, CDME, to tell how and why they reset the visitor center model.
Why the Old Visitor Center Is Dead
In many places, Cynthia notes, visitor centers suffer from lack of funding and operate in outdated spaces. These visitor centers signal a lack of capital investment and that visitors are an afterthought rather than an economic driver. They do not adequately promote the destination or further tourism in ways that benefit community members.
The team at Visit Fort Collins took a new approach. It decided to build “community-shared value” in its visitor center and to align it with community needs. Visit Fort Collins gained the option to lease a portion of a former bar, kitchen, and pool hall in the heart of downtown. Funding came from a new tourism district and from Colorado Tourism Office funds to refresh visitor centers.
The team asked what Fort Collins residents would want, use, and be proud of in that space—realizing that if residents wanted to spend time together there, visitors would too. The answers pointed to a new and vibrant visitor center.
“The premium location in the heart of downtown and intentional programming will provide an ongoing experience for residents to connect to the work Visit Fort Collins does on behalf of the community and how it enhances our lifestyle,” Eichler said. “It will also provide authentic experiences for those visiting right alongside residents, which we know creates a true relationship opportunity.”
An Innovative and Welcoming Space
Today, the Visit Fort Collins visitor center looks and feels like a boutique hotel lobby. It includes intimate seating, community tables, and Americans with Disabilities Act accessible seating that welcomes and is comfortable for all guests.
A community gathering space of 3,000 square feet includes an updated stage with equipment ready to present music, educational experiences, and community events. Multiple partnerships will enliven the space with arts and culture. The space will promote local and national artists and emerging artists through a music showcase and community-based radio station. Colorado State University will host Ted Talk presentations such as “State of Democracy” discussions. Cultural Enrichment Center opportunities will advance students’ readiness to explore and engage in core educational concepts through the lens of an African-American. Pop-up retail and holiday markets will support local small businesses and makers.
For visitors, maps and publications reflect the community and inspire people to explore. Large-format screens make showcasing videos easy. Visitors and community members are invited to connect on 5G internet service.
To provide even more welcoming service, the Visit Fort Collins team has revised its job descriptions for visitor center staff. It tapped the Colorado Tourism Office’s Colorado Concierge Program for online training and certifications.
The new visitor center is quickly becoming an invaluable touchpoint in downtown Fort Collins, for residents and visitors alike.
“Visit Fort Collins has found its cornerstone,” Eichler said. “This venue is part of a promise to leverage our love of community, to tell our story in a tangible way, to focus on the values that connect us, and to demonstrate how it shapes how we approach life in Fort Collins.”
More Visitor Centers Tapping into Their Communities
Here are a few more creative examples:
In Georgia, Destination Augusta has given its visitor center a retail focus. Augusta & Co. offers branded items loved by visitors and community members like.
Visit Columbus Indiana has a special treat for visitors—the chance to view artwork by Dale Chihuly for free. Yellow Neon Chandelier, which was a private gift to the visitor center, contains 900 hand-blown elements in shades of vibrant yellow.
Visit Leadville-Twin Lakes in Colorado recently opened a new visitor center in historic, high-ceilinged space in the center of downtown Leadville. A partnership with local employer and community partner Climax Molybdenum, a Freeport-McMoRan company, made the move from a smaller space at the edge of town possible.
“With this new partnership, we have an inviting space where we are welcoming visitors to our community as well as residents who had never come to the previous Visitor Center,” said Adam Ducharme, Tourism Director for Visit Leadville-Twin Lakes. “This spacious building also gives the community a new meeting space; we are hosting events with state legislators, local organizations, and community members.”
Please Share Your Story
In its work with communities across North America, Clarity of Place strives to ensure that tourism efforts serve community members as well as visitors–and applauds efforts like these. What interesting visitor center models have you seen? Please share your story with us!
