CITY OF OURAY

Four years ago, a small group of southwestern Colorado marketing professionals saw an opportunity.

Then-Ouray Tourism Office Executive Director Kat Papenbrock and Director of Industry, Media and Consumer Engagement Heidi Pankow got together with Jennifer Green, Pagosa Springs’ director of tourism. They knew “hot springs” was one of the most frequently searched terms on the Colorado Tourism Office website.

What followed was the development of a campaign highlighting 1...