Colorado Tourism Office and Colorado Tourism Board Announce New Travel Regions
The part of Colorado known for the past two decades as the South Central region is now known as Pikes Peak Wonders
Colorado Springs, Colo. – October 2, 2018 – The part of Colorado known for the past two decades as the South Central region is now known as Pikes Peak Wonders, following more than a year of work by the Colorado Tourism Office (CTO) to shape and brand new Colorado travel regions to inspire travelers, tourism collaborations and creation of new visitor experiences.
Pikes Peak Wonders is one of eight new regions described in an 89-page recommendation adopted unanimously on Sept. 26 by the Colorado Tourism Board. In the coming months, the new travel regions will be incorporated into CTO offerings, including the Colorado Welcome Centers, the Official State Vacation Guide and development of a new statewide hospitality training program.
“So much hard work, research and collaboration went into creating this new platform for sharing the unique qualities of our state with Colorado travelers,” said CTO Director Cathy Ritter. “By capturing and describing what sets apart each region of our state from any other place in the world, we can build compelling stories for why travelers would want to see these places for themselves.”
In shaping and naming the new travel regions, CTO created an 11-member Regional Branding Task Force with representation from across the state, and engaged an internationally renowned place branding agency, Destination Think! The consulting team analyzed nearly 19 million online conversations, fielded industry and consumer surveys and gained direct input from about 800 Coloradans during 20 workshops in 11 Colorado destinations around the state.
The final report includes the new map, a summary of research findings, recommendations for how the regions can spur their economies and brand identities and positioning statements for each region. The eight regions by name are Pioneering Plains, Canyons & Plains, Pikes Peak Wonders, Mystic San Luis Valley, Mountains & Mesas, Rockies Playground, The Great West and Denver & Cities of the Rockies.
Visit Colorado Springs Chief Innovation Officer, Amy Long, served as one of the 11 members of the Regional Branding Task Force, offering extensive knowledge from VCOS’ 2011 rebranding initiative as well as the 2018 Destination Master Plan. “We commend the countless hours and resources that have gone into this process and its outcomes. Colorado is an unrivaled travel destination and now we have appropriately named regions that recognize the uniqueness and beauty of each area of our state. We’re thrilled that our region is now known as Pikes Peak Wonders.” VCOS (formerly the CVB) has recently rebranded to Visit Colorado Springs to better communicate the organization’s mission and to infuse an invitation into all communications.
To view the full report from DestinationThink!, please click here.
Pikes Peak Wonders Positioning Statement
The Pikes Peak Wonders region is found in the heart of Colorado and is one of the best places to experience a slice of real America. It’s a blend of urban comforts and accessible natural wonders that means making the most out of each day.
It’s a place where visitors can easily check off bucket-list wonders such as Garden of Gods Park, the Royal Gorge, Pikes Peak - America’s Mountain and the Sawatch Mountain Range.
Natural wonders pair well with exploration of the character-filled towns of Buena Vista and Salida or one of the many Creative Arts Districts in the region. Whether it’s an exhilarating day of whitewater rafting or an enjoyable night on the town in one of Colorado’s vibrant city centers, the Pikes Peak Wonders region will give you the option to slow things down or kick it up a notch.