The Glenwood Hot Spring 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.
the challenge —Glenwood Hot Springs, Colorado, is a storied American destination often described as “Land of Water.” The highly successful Visit Glenwood Hot Springs DMO sought to refresh its brand image and proposition as a new generation of potential first-time visitors – Millennials – filled the workforce and needed fresh reasons to consider this majestic area of 7 world-class ski resorts, historic homes, and attractions for weekend getaways and vacations alike. At the same time, Glenwood Hot Springs needed to honor the special qualities that generations of families had sought since the late 1800s, and still do. The task was to make a place revered for its history relevant today, and viewed as affordable and accessible for many different types of consumers.
Tandem’s qualitative and quantitative research process yielded new insights into the Roaring Fork Valley’s compelling differences. While there is no shortage of ski areas in Colorado, no one mountain community combines the array of legendary ski areas. Between its clear waters, majestic mansions, famous wooden boats and a breadth of enjoyable multi-season attractions for both entertainment and relaxation, Glenwood Hot Springs is a place of inspiring, legendary leisure. The strategy of positioning around legendary leisure allowed Glenwood Hot Springs to not only leverage its (legendary) history, but also balance the story of legendary fun and relaxation in today’s terms.
On the foundation of the “legendary leisure” DNA, Tandem created an alliterative articulation of Glenwood Hot Springs’ unique place in the market: Seven Mountains One Hot Spring. The line balances both Glenwood Hot Springs’ unmatched grandeur and its special place in people’s hearts: the hot springs retreat where they go to let go, relax, and be inspired. Visually, the new brand came to life with a signature hot springs pool that underscores the town’s hot springs heritage and gives it a look all its own – while also serving as a literal symbol of unwinding.
