Attract Visitor-Driven Events


Initiative 2.i – Pursue signature events and festivals that draw overnight visitors (e.g. Day of Rock, Great American Beer Festival®):

In July, Slow Food Nations hosted its first North American event in Denver. The event gathered leaders, farmers, chefs, educators and foodies for a weekend of tastings, tours and talks in downtown Denver. In addition, music festival organizer Superfly (Bonnaroo, Outside Lands) will bring a multi-day music festival to Denver beginning in 2018 at Overland Park Golf Course. VISIT DENVER is proud to be a sponsor of this event that will elevate Denver’s brand and music scene.

Initiative 2.ii Leverage the opportunity of hosting IPW 2018, the largest international tourism marketplace in the U.S.:

Denver and Colorado are preparing to welcome more than 5,000 international tourism delegates May 19-23, 2018. IPW has proven to generate over 700,000 new international visitors and $1.7 billion in new tourism revenue for host cities within three years. This event will showcase the Denver on a global stage.

Initiative 2.iii Attract and promote annual sporting events that draw overnight visitors (e.g. NFL, NCAA), for greater tourism economic impact and international recognition:

Denver hosted the U.S. Men’s National Soccer World Cup qualifying match in June and in July the Gold Cup featuring the national teams of Mexico, Jamaica, El Salvador and Curacao. The NCAA recently announced that Denver will host the NCAA Men’s Basketball West Regional in 2021. In August 2017, professional cycling returns to Colorado and Denver with the Colorado Classic and Velorama festival.

Initiative 2.viii Encourage and market high profile touring exhibitions and shows that attract visitors and residents:

VISIT DENVER has partnered with many of the city’s cultural attractions to promote blockbuster exhibits including Star Wars™ and the Power of Costume (Denver Art Museum), Calder: Monumental Exhibition (Denver Botanic Gardens), DINOS! Live (Denver Zoo) and Vikings: Beyond the Legend (Denver Museum of Nature and Science).