For years, “placemaking” was the domain of city planners and architects. It referred to the design of parks, neighborhoods, and public spaces that sparked community connection. But in 2025, placemaking is no longer limited to municipal boundaries. It’s a strategy that smart Colorado hotels are using to define their brand, differentiate from the competition, and land lasting media impressions.
At its core, placemaking is about identity. For hotels, it’s the difference between a guest choosing your property for price and convenience, or choosing it because it feels like the trip they want to have. That feeling is no accident. It’s built through story, design, and a deep understanding of what makes your destination matter.
What Does Placemaking Look Like in Colorado Hospitality?
A boutique lodge in the San Juans that sources its minibar from Telluride artisans. A luxury resort in Boulder whose culinary program reflects the agricultural history of the Front Range. A historic inn in Salida that revives local traditions through seasonal experiences. These aren’t amenities. They’re narrative hooks. And they’re exactly what journalists and influencers respond to.
Placemaking in PR means telling a story that connects your Colorado hotel to its setting in a way that feels rooted, relevant, and resonant. Not a generic mountain getaway, but this trailhead. Not just any spa, but a locally inspired wellness retreat using botanicals from the Western Slope.
It’s about being unmistakably part of the Colorado story, whether your hotel sits steps from a ski lift, overlooks a riverwalk, or anchors a historic downtown. When a traveler scrolls past your photos or reads about your space, they should know instantly that it couldn’t be anywhere else.
At Feed Media, we often say: don’t just sell the room. Sell the context. That’s where the magic happens.
Why It Matters More Than Ever
Post-pandemic travelers are more intentional. They’re looking for connection, meaning, and experiences they can’t get at home. That applies to luxury guests just as much as budget-conscious ones. And it directly affects how media and influencers choose what to cover.
Editors aren’t looking to promote another hotel opening unless there’s a strong cultural or design hook. Influencers aren’t eager to post from yet another anonymous suite unless there’s something to discover, some story to share. Placemaking creates that story, and it creates reasons to visit.
It also builds longevity. Your hotel’s aesthetic may evolve. Your staff may turn over. But your relationship to place – your role in the Colorado travel experience – can be a consistent foundation for storytelling, marketing, and loyalty.
We’ve seen this firsthand with clients like Casa Bonita, The Blake in Taos, and Four Seasons Vail. When properties lean into what makes them unique to their geography and community, media takes notice, and guests do too.
Making It Practical: Three Ways to Start
- Audit Your Existing Assets
What do guests already love about your property that ties into your Colorado location? What details do they photograph? What stories do your team members share at check-in? Look closely. Authenticity isn’t created. It’s uncovered. - Partner Locally
Media loves collaboration—and it amplifies your reach. Whether it’s a craft brewery collab, an artist residency with a Colorado creative, or a retail partnership with a Front Range favorite, aligning with other local brands boosts both visibility and credibility. - Package for PR
Once you know what makes your property distinct, shape that story for media. Feed’s team works with Colorado hotels to develop pitch angles that reflect seasonality, culture, design, and travel trends. Think: winter wellness escapes in Steamboat, romantic retreats in Manitou Springs, or culinary weekends in Paonia. But it starts with owning your place in the story.
The Bottom Line
If you’re treating PR as a set of announcements, you’re missing the bigger opportunity. Your hotel is part of a broader Colorado ecosystem. A town, a trail system, a creative district. When your brand reflects that, guests notice. Media notices. Bookings follow.
At Feed Media, we specialize in building placemaking strategies that resonate. Our hospitality team understands how to turn local details into national stories, helping hotels move from background players to true destination brands.
