Byway Manager
PO Box 118
Trinidad, CO 81082

Colorado Scenic Byways

January 5, 2007

Santa Fe Trail Scenic and Historic Byway receives $15,000 CTO Marketing Grant

Santa Fe Trail Scenic and Historic Byway program received a $15,000 marketing grant from Colorado Tourism Office. Funds from the grant will be used to showcase the Santa Fe Trail as a Colorado heritage destination of National recognition. Funding will help us create our next generation of marketing materials and develop ways to measure our impact on visitation.

What we hope to accomplish through these marketing efforts are to:
Generate inquiries from travelers regarding Colorado's Santa Fe Trail and it's sites of interest.
Encourage quick getaways or extended stays.
Heighten Byway awareness.
Create promotional programs which will support the Santa Fe Trail.
Improve the Santa Fe Trail traveler experience.

The state’s tourism industry benefits every Colorado citizen. Last year, total spending by overnight visitors pumped $8.2 billion into our state’s economy. While domestic travelers rank Colorado as the fifth most desirable destinations in the United States, Colorado ranks 18th in actual visitation. The Colorado Tourism Office is working hard to close the gap between the “dreamers” and the “doers” with tourism promotion funds that will ultimately help support tourism-related jobs and enhance local and state economies.

Created in 2000, the CTO is charged with promoting the state of Colorado as a destination. Recently, the legislature increased the CTO’s budget to $19 million, and the CTO is taking advantage of this opportunity to dramatically expand marketing efforts, and maximize the return on investment that tourism brings to Colorado. The CTO’s strategic and marketing plans aim to advertise the incredible vacation opportunities Colorado has to offer, and inspire visitors to create their own Colorado experiences of a lifetime.

$19 Million

Of the $19 million budget, the CTO’s Board has allocated more than 80 percent of the budget to promotional efforts, including $15 million for the state’s domestic marketing campaign and public relations efforts that targets markets throughout the U.S. with a national television, radio, print and Internet marketing program. $1.6 million will be used to promote Colorado internationally, in the United Kingdom, Germany, France, Japan, Mexico and Canada. These markets were identified through market research as prime opportunities for Colorado. $500,000 has been earmarked for research and education, to ensure that dollars spent on promotion are tracked in the market and the results help steer future promotion decisions. An additional $700,000 has been allocated to programs that help maximize local promotion efforts, with $500,000 for the marketing grant program. Heritage tourism has been identified as an expanding market with a high return on investment -- the CTO has leveraged these dollars to secure grant assistance from other state agencies and organizations.

Get Involved! The $140 Bill represents your savings in taxes from Colorado Tourism. If you would like to join CTO's tourism ambassador program, you are wanted and needed. It's fun and benefits our economy. There are many ways to ensure that your voice is heard, including attending monthly board meetings, joining the Tourism Ambassador Program, or volunteering to participate in one of the CTO’s committees. Four committees, Tourism Promotion, International Promotions, Heritage Tourism, and Research/Education, meet monthly and are available for anyone to attend and participate in. The Tourism Ambassador Program provides twice monthly updates, sets up local presentations, and solicits feedback.

To find out more about the CTO’s committees, programs, or to join the Ambassador Program, visit

Wyvonne Graham
Byway Director