Colorado: Governor's Awards Recognize Tourism Leaders and Organizations from Across the State

BRECKENRIDGE – Last night, at the Colorado Governor's Tourism Conference, the Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), recognized seven individuals and four organizations for the 2026 Governor's Awards for Outstanding Colorado Tourism Efforts. These awards honor outstanding contributions to Colorado's tourism sector, celebrating innovation, leadership, and dedication to advancing the state's tourism industry.

"Congrats to all of this year's honorees! We aren't just welcoming visitors, we are powering our economy, generating over $29.2 billion and supporting over 187,860 good-paying jobs across our state by investing in tourism," said Governor Polis.

This year's Governor's Tourism Conference was held in Breckenridge, Colorado at the Beaver Run Resort. Conference attendees engaged in a diverse range of sessions addressing the dynamic changes and emerging trends shaping the future of travel in Colorado, including destination stewardship, accessible and inclusive travel, AI in tourism, international travel data and more.

"The Colorado Governor's Tourism Conference highlights the dedication and creative leadership driving our state's tourism economy forward," said Eve Lieberman, OEDIT Executive Director. "The achievements of this year's award recipients exemplify how responsible stewardship, innovation, and inclusivity help communities across Colorado thrive."

The 2026 Governor's Awards include Frontline Hospitality Tourism Worker Awards, the Governor's Award for Exemplary Destination Stewardship Initiative, Rising Tourism Star and Outstanding Colorado Tourism Champion.

"Colorado's tourism industry is strengthened by the people and organizations who bring creativity, leadership and a deep commitment to their communities," said Timothy Wolfe, Colorado Tourism Office Director. "This year's award recipients represent some of the very best of Colorado tourism, and we are proud to recognize the impact they are making across our state."

The 2026 Governor's Awards for Outstanding Colorado Tourism Efforts honorees include:

• Bruce Horii - The Colorado Tourism Office Board Chair's Award This award celebrates an extraordinary individual's commitment to tourism in Colorado. Posthumously presented to Bruce Horii, whose leadership, friendship and dedication to Colorado tourism left an impact that will be felt for years to come. As a longtime leader at Beaver Run Resort and an active voice in tourism organizations throughout Colorado and beyond, he helped create new opportunities for communities across the state, and grew the meetings and events business in rural Colorado.
• Benjamin Brewer, Head of Sales at Visit Durango - The Governor's Award for Rising Tourism Star This award celebrates an individual who is new to the tourism industry within the last five years and has demonstrated leadership, commitment and passion for the Colorado tourism industry. Benjamin Brewer has become a driving force in destination sales and industry collaboration. In just three years, he has strengthened relationships with local tourism partners while generating more than 200 qualified leads annually, influencing over 1,000 room nights and contributing more than $1 million in economic impact. His leadership, enthusiasm and results-driven approach position him as a rising leader in Colorado tourism.
• Pamela Denahy, Director of Tourism & Economic Development for the City of La Junta- The Governor's Award for Outstanding Colorado Tourism Champion This award recognizes an individual for their tireless contributions to advancing the Colorado tourism industry. Pamela Denahy is an advocate and champion for tourism in southeastern Colorado. Through creative destination marketing, strong community partnerships and statewide leadership, Pam has elevated La Junta's unique history, culture and outdoor experiences while strengthening rural tourism. Her dedication to collaboration and service has inspired tourism professionals across Colorado and demonstrated the powerful impact smaller communities can have on the state's tourism economy.
• Rollee Smith with Visit Grand Junction - The Jack Snow Award for Outstanding Volunteer This award celebrates an individual who selflessly dedicated time and energy to furthering tourism in Colorado and improving the visitor experience. Rollee Smith has dedicated more than 1,200 volunteer hours to the Grand Junction Visitor Center over the past 12 years. With warmth, energy and extensive local knowledge, Rollee creates personalized recommendations and itineraries that help visitors discover western Colorado.
• Snowmass Tourism - The Governor's Award for Excellence in Advancing Diversity, Equity, Inclusion & Accessibility in Tourism This award celebrates an individual or organization that has shown exemplary leadership in advancing diversity, equity, inclusion and accessibility initiatives to drive meaningful change and impact in Colorado's hospitality and tourism industry. Snowmass Tourism creates a more welcoming destination through its Inclusion Coalition, bringing together community partners to turn inclusion into action. Through initiatives focused on LGBTQ+ visibility, Spanish-language engagement and universal accessibility, the coalition is expanding participation in community events and visitor experiences. From bilingual resources to accessible travel initiatives, Snowmass is building lasting systems that help residents and visitors of all backgrounds feel welcome and included.
• Visit Colorado Springs for the "Pikes Peak Neighborhoods" Project - The Governor's Award for Creative Marketing Campaign (Large Budget Category $60,000 or More) This award recognizes a Colorado organization for either a single targeted promotion or a full campaign, demonstrating creativity and excellence in promoting tourism to both domestic and/or international audiences. The "Pikes Peak Neighborhoods" Project showcases 25 unique communities across the Pikes Peak Region through videos, web content and an interactive map. Built with input from residents and local businesses, the campaign encourages visitors to explore beyond popular attractions, stay longer and support lesser-known areas. The project generated nearly one million social engagements while strengthening community identity and distributing tourism benefits across the region.
• Denargo Market for the "Rhingo the Rhino" Naming Campaign - The Governor's Award for Creative Marketing Campaign (Low Budget Category $60,000 or Less) This award recognizes a Colorado organization for either a single targeted promotion or a full campaign, demonstrating creativity and excellence in promoting tourism to both domestic and/or international audiences. The "Rhingo the Rhino" Naming Campaign transformed an overlooked Denver site into a new community destination centered around a 30-foot-tall interactive rhino sculpture. A public naming campaign generated more than 1,500 submissions and votes, building both excitement and connection. Through creative placemaking, community events and partnerships with local businesses, Rhingo has created a memorable gathering place while bringing new visitation and economic activity to the area.
• Visit Grand Junction for the "Grand Junction Outdoor Adventure Pass" - The Governor's Award for Exemplary Destination Stewardship Initiative This award was previously known as the Governor's Award for Exemplary Community Tourism Initiative and recognizes a Colorado community, Tribal nation, or region that has designed and delivered a collaborative program, project, or policy that directly advances the CTO's Destination Stewardship Strategic Plan. Featuring 141 trails, the Grand Junction Outdoor Adventure Pass initiative rewards users for discovering new locations, helping disperse recreation while providing valuable trail-use data. By connecting participants with local businesses and using real-time insights to guide management decisions, the program supports sustainable recreation, community collaboration and the local economy.

The Frontline Hospitality Tourism Worker Awards These awards were previously known as the Frontline Tourism Worker Awards. The awards recognize individuals for their outstanding contributions to tourism and hospitality in Colorado.

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This year's honorees are:

• Pat Althouse, Lead Destination Specialist of Aspen Chamber Resort Association This year marks Pat Althouse's 20th year with Aspen Chamber Resort Association. Throughout this time, she has demonstrated professionalism, dedication, compassion and an exceptional commitment to guest services. Whether assisting at the welcome tables, greeting travelers, or simply offering a smile and helping hand, Pat makes every visitor feel valued and supported.
• Taryn Brooks, Owner and Operator of Cruise Control Kitchen & Cellar Taryn Brooks embodies Colorado's tourism values of being welcoming, respectful, inclusive, and responsible. She has intentionally cultivated her restaurant as a "third space" in the Grand Junction community—a place where people from all walks of life feel seen, valued, and safe. Through inclusive events, private gatherings, and community-focused programming, her space has become a hub for connection, drawing consistent engagement and fostering a strong sense of belonging.
• Patrick Gendron, Golden Mill Ambassador with The Golden Mill Patrick Gendron's commitment to hospitality uplifts both guests and coworkers alike. He goes the extra mile to find ways to improve the guest experience, helping guests host private parties, and supporting the community through activation events.

About the Colorado Tourism Office

The Colorado Tourism Office (CTO) is a division of the Governor's Office of Economic Development and International Trade. The vision of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. For more information about tourism offerings in Colorado and for a free Colorado Official State Visitor's Guide, visit www.colorado.com.

About the Colorado Office of Economic Development and International Trade

The Colorado Office of Economic Development and International Trade (OEDIT) works to empower all to thrive in Colorado's economy. Under the leadership of the Governor and in collaboration with economic development partners across the state, we foster a thriving business environment through funding and financial programs, training, consulting and informational resources across industries and regions. We promote economic growth and long-term job creation by recruiting, retaining, and expanding Colorado businesses and providing programs that support entrepreneurs and businesses of all sizes at every stage of growth. Our goal is to protect what makes our state a great place to live, work, start a business, raise a family, visit and retire—and make it accessible to everyone. Learn more about OEDIT.

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