Visit Colorado Springs Awarded 2027 Tourism Marketing Grant
State tourism office grant will fund strategic campaign focused on live music
Colorado Springs, Colo. – October 28, 2026 – Last week, Visit Colorado Springs was awarded a 2027 Tourism Marketing Grant through the Colorado Tourism Office.
After a competitive submission and evaluation process, the organization was one of 17 destinations to receive funding to boost statewide marketing efforts. The $49,000 will fund a digital marketing campaign that directly aligns with a Music Tourism Strategy developed for Colorado Springs and the Pikes Peak Region in 2026 by Mission2Market (M2M). It will introduce the area as a live music destination, showcasing local venues, musicians and experiences.
“In a recent state survey, Coloradans named music as the top way they support growing the visitor economy,” said Melissa Williams, Director of Marketing at Visit COS. “The Pikes Peak Region is home to many great music venues – both old and new – as well as incredible local talent. Visitors are eager to travel for live music experiences, and we’re excited to highlight our destination in this new light.”
With the help of M2M, Visit COS distributed a public survey earlier this year that sought input from residents, visitors and local music industry experts regarding their vision for the next phase of live music in the Pikes Peak Region. Findings reflected that 78% of resident respondents support promoting the city as a live music destination, mirroring similar sentiments found at the state level, and believe it will help enhance their quality of life.
The implementation of a Music Tourism Strategy and corresponding marketing campaigns ties directly into the key imperatives outlined in Visit COS’ Destination Master Plan. A robust music scene with year-round experiences enhances off-season visitation and inspires visitors to stay longer and experience more during their trips.
The digital advertising campaign will promote Colorado Springs as a live music destination and drive traffic to a new live music hub on VisitCOS.com. It will pair high-quality assets with community collaboration: creative developed alongside area venues, local musicians and invested partners.
“Colorado Springs has a deep-rooted history in entertainment, dating back to Fannie Mae Duncan and her iconic Cotton Club,” said Williams. “We’re excited to remind people of that history and position Colorado Springs as a place everybody is welcome for a high-quality music experience.”
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About Visit Colorado Springs
Visit Colorado Springs is the leading marketing organization for group and leisure travel and tourism to the Colorado Springs – Olympic City USA and the Pikes Peak Region. The organization is dedicated to a strong national and international presence so that tourism is a primary contributor to a thriving local economy. We create economic vitality through memorable visits to the wonders of Colorado Springs and the Pikes Peak Region.
About the Colorado Tourism Office
The Colorado Tourism Office (CTO) is a division of the Governor’s Office of Economic Development and International Trade (OEDIT). The mission of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. For more information, please visit www.colorado.com.
