B Like Breckenridge – Stewardship & Brand Integration
Role: Director of Destination Stewardship & Partnerships, Breckenridge Tourism Office
Challenge
Breckenridge needed a unified message to inspire visitors and locals to protect the place they love without losing its friendly, welcoming spirit.
Approach
I led the development and launch of B Like Breckenridge, a destination-wide stewardship campaign that connects sustainability, community values, and visitor experience. Working across departments and with 50+ local businesses, we built an integrated strategy spanning digital, in-market, and partner channels.
Results
Recognized with the Colorado Governor’s Award for Outstanding Sustainability Initiative
35,000+ mobile app downloads supporting frontline staff and guest engagement in first year
Adoption across lodging, retail, and activity partners as part of their marketing and operations
Strengthened brand perception and visitor alignment with community values
Building the Brand Foundation
Developing the Campaign
As Marketing Director, I led the creation of B Like Breckenridge, a year-round stewardship campaign that connects guests, businesses, and the local community through shared values of sustainability and respect for place. Working with creative agencies, I directed the development of the brand identity, core messaging, and creative framework that would guide all campaign materials.
Integrated Marketing Approach
I managed a multi-channel marketing strategy that included connected TV, radio, bus wraps, print ads, digital campaigns, and in-market signage. Each element worked together to reach visitors throughout their trip, helping them get the most out of their experience while reducing their impact on Breckenridge’s natural and community resources.
The campaign’s messaging focused on actionable tips that drew from Leave No Trace principles but were tailored to Breckenridge’s unique needs. These included parking, wildlife etiquette, and trail use, each framed positively to help guests feel informed and supported during their stay.
Uniting a Community of Partners
The Partnership Program
Early on, I recognized that marketing alone would not sustain the initiative. To ensure long-term impact, I developed a partnership program that encouraged adoption and customization of the campaign across the business community. More than 55 local organizations, including lodging, retail, restaurants, activity providers, nonprofits, and government entities, became partners.
Each received customized materials, messaging tools, and creative assets that allowed them to integrate B Like Breckenridge into their own business operations. This approach built consistency across guest touchpoints while strengthening community alignment and ownership of the campaign.
Expanding Impact Through Innovation
The App: Meeting Guests Where They Are
To better serve guests during their visit, I partnered with Fluxguide, an Austrian app development company, to design the B Like Breckenridge App. It was created using data from more than 400,000 annual visitors at the Welcome Center and dozens of feedback points from local businesses and frontline workers. This information shaped both the content and user experience, ensuring the app met real guest needs.
The app helps visitors navigate town and make responsible choices during their trip. It includes maps of nearby hiking trails, attractions, and essential amenities such as bus stops, water refill stations, and bathrooms. It also features local tips and event information, helping guests explore responsibly while getting the most out of their time in Breckenridge.
Since launch, the app has been downloaded more than 35,000 times and is now used by many local businesses as an employee training and guest engagement tool.
Results
Recognized with the Colorado Governor’s Award for Outstanding Sustainability Initiative
55+ business partners adopting and customizing the campaign
35,000+ app downloads in year one
Strengthened destination-wide alignment on sustainability, guest experience, and brand values