Glenwood Hot Springs Resort–
Land of Water

Guests are often surprised to learn that seven ski areas, some among the most famous in the world, are located within a short drive from the Glenwood Hot Springs in Glenwood Springs, Colorado. They include Sunlight Mountain Resort, Aspen, Aspen Highlands, Snowmass, Buttermilk, and Vail/Beaver Creek.

CHALLENGE

A storied Colorado destination needed to appeal to a new generation of first-time visitors without losing the history families had valued since the late 1800s.

THINKING

Qualitative and quantitative research identified a distinctive balance: world-class mountain access and a hot-springs tradition built for letting go. Tandem positioned the destination around legendary leisure and distilled the idea into Seven Mountains. One Hot Spring. A signature pool motif gave the brand a recognizable visual center.

OUTCOME

A contemporary destination story grounded in the place's history, expressed across messaging, packaging, environmental design, and the website.

Services: Research / positioning / messaging / identity / packaging / environmental / website