Roughly $1 million will be spent on mostly national advertising, online and direct response, predominantly supporting warm-weather attractions, including Telluride’s film and music festivals and its designation as first stage finish on the 2012 U.SA. Pro Cycling Challenge. According to Telluride Tourism Board President Michael Martelon, Cultivator was chosen because it “has a history of making iconic, niche brands—think New Belgium beers, Chaco sandals—well known but not ‘mass market.’ They understand ‘special.’”
Telluride Tourism Board is funded by lodging taxes and other revenue. Its mission is to market and maintain the quality of the Telluride region experience for the benefit of both the visitor and the economic sustainability of the community. www.visittelluride.com
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