Member Highlight: VISIT DENVER

Tell us about you:

VISIT DENVER’s mission is to bring conventions and leisure visitors to Denver for the economic benefit of the City, the community and our partners. At VISIT DENVER, we believe that travel makes the world a smaller and more connected place. It brings people together and fosters interaction among diverse cultures.

Share a story of your company’s engagement or an employee’s engagement in the arts.

Now in its 18th year, Denver Arts Week is a program presented by VISIT DENVER, offering an opportunity for locals and visitors to explore vibrant art districts, check out museum exhibitions and outdoor sculptures, indulge in the performing arts, find inspiration at film and literary events and more. This year, Denver Arts Week is November 1-10, 2024.

How have arts and/or creativity helped your company innovate or grow your impact in the community?

VISIT DENVER uses a sophisticated, integrated marketing approach to sell Denver as a travel destination, which includes direct sales, advertising, tourism and convention industry trade shows, digital promotions, public relations, social media and more.

The primary goals of Denver Arts Week, a local and regional marketing initiative, is to generate awareness of Denver’s thriving and diverse arts and cultural activities with residents and visitors, and to help build new audiences for Denver’s arts and cultural organizations through special programming opportunities, including Free Night at the Museums. Denver Arts Week has become a signature annual event in the city that continues to grow. Each year, the program garners more and more events, surpassing 550 total events in 2023 and with an expected total of 600 events in 2024.

Why are you involved with CBCA?

National research from the U.S. Travel Association shows that cultural/heritage travelers spend more money, stay longer and are more likely than the average traveler to rent a car and stay in a hotel.

This vital and critical sector of Denver’s tourism product has experienced immense growth, proven by CBCA’s latest Economic Activity Study of Metro Denver Culture, which reported $2.6 billion in total economic activity in 2022, a 14% increase over 2019. This data allows VISIT DENVER to develop intentional marketing campaigns that reach audiences who will travel to Denver and experience the City’s offerings while fueling our local economy in the process.

VISIT DENVER promotes the City to visitors, and CBCA’s membership community is crucial in helping our organization engage with the cultural community in Colorado. In sponsoring CBCA’s biennial Economic Activity Study, VISIT DENVER gains valuable insight into the economic prosperity of the cultural community which allows us to further connect and support.

If you would like more information about becoming a CBCA member, visit the CBCA Membership page or contact our Membership & Development Manager, Sarah Braverman at sbraverman@cbca.org.