DRIVING VISITATION TO LEADVILLE AND PUTTING THE COLORADO HISTORIC OPERA HOUSES CIRCUT ON THE MAP
During Leadville, Colorado’s silver-boom heyday starting in 1879, adventurers from near and far flocked two miles high to seek riches and glamor in the high-elevation hotspot once considered for Colorado’s capital. Adventurers still come year-round for its glorious outdoor activities, breathtaking mountain landscape (including the state’s highest mountain) and historical main drag. Based on the needs of growing tourism in Leadville, The Lake County Tourism Panel hired its first-ever, full-time Tourism Director in April 2022 to provide leadership and strategic direction to drive visitation to the destination. With the hiring of a Tourism Director, Handlebar PR on behalf of the Colorado Tourism Office (CTO) became much more engaged in the amazing outdoor adventure and cultural offerings available to visitors in this lesser-known historic mountain town of Colorado. Simultaneously, the CTO awarded a $40,000 2022 Marketing Matching Grant to build a new cultural heritage travel offering, The Colorado Historic Opera Houses Circuit (CHOHC). The CHOHC launched in June 2022 to raise awareness of, and bring visitors back to, these historic performing arts venues that have stood the test of time in Colorado’s mountain towns with one of the crown jewels, The Tabor Opera House located in Leadville. In October 2022, President Biden established the Camp Hale-Continental Divide National Monument on National Forest System lands near Leadville, preserving the area’s important historic, prehistoric, natural, and recreational values. With a new Tourism Director in Leadville motivated to elevate the destination, the launch of a unique new offering with the CHOHC and the designation of a new national monument, Handlebar PR developed a campaign in 2023 to help drive visitation to the Leadville area and put the destination and its unique offerings on the map.
WHAT WE DID
Conducted an immersion trip, worked closely with Leadville, the founders of the CHOHC and area businesses to identify top travel news and experiences and developed Leadville and CHOHC pitch angles and story ideas to use in proactive media outreach.
Researched key contacts contributing to the CTO’s Top 100 Target Outlets (and reaching a high-value traveler audience) who would be most receptive to Leadville’s travel offerings and sent them customized trip invites and story ideas.
Developed customized itineraries and hosted four individual media trips that produced top-tier travel coverage reaching high value audiences.
CHOHC reps attended CTO media receptions that were planned and executed by Handlebar PR, resulting in strong local coverage of the program.
RESULTS
The campaign resulted in 22 travel story placements that prominently featured Leadville and the CHOHC in top target outlets including AFAR, Forbes, National Geographic (print and online), Smithsonian, Budget Travel, Barron’s Penta, The Week, Travel + Leisure, Thrillist, AARP, 5280 Magazine, The Travel, FOX31 and more.
These 22 articles resulted in a total media value of more than $570K and readership of more than 208M.
Handlebar PR was awarded a 2024 Public Relations Society of America National Silver Anvil Award of Excellence for a public relations campaign, “Driving Visitation to Leadville and Putting the Colorado Historic Opera Houses Circuit on the Map.”
“The CTO’s strategic PR initiatives have been instrumental in casting a spotlight on Leadville and the Colorado Historic Opera Houses Circuit. Through their dedicated efforts, they have not only showcased the rich tapestry of history at the Tabor Opera House but have also played a pivotal role in putting Leadville on the map as a must-visit destination, inviting travelers to immerse themselves in the cultural allure of the circuit.”
— Adam Ducharme, Visit Leadville-Twin Lakes Tourism Director
“The CTO’s PR efforts have been an essential ingredient in making the Circuit the rising tide that lifts all boats. The CTO’s PR team helps these small nonprofits, many with a staff of only 1-2 people, reach new and global audiences that otherwise would be far out of reach. The CTO team’s extensive relationships, expert PR skills, and in-person events that bring together top media and local partners provide indispensable leverage to the Circuit.”
— Donna Childress, Childress Communications LLC, Visit Leadville-Twin Lakes and Circuit Project Leader
