Marketing Gold Camp History
Marketing Gold Camp History on behalf of Cripple Creek Colorado funded economic development and extensive historic preservation.
Nonprofit marketing marriages included the city government, the Cripple Creek Museum, Butte Opera House and a wide variety of casinos, and other private businesses.
The Challenge
Serving as the city’s Marketing and Economic Development Director, I was tasked with solving several historic preservation, infrastructure and public services funding challenges by developing an extensive marketing and special events program.
The bad news, with respect to historic preservation, was that many historic buildings were either in the process of being converted into casinos, or were falling down.
Regarding infrastructure, the city had only recently upgraded its nineteenth century wooden water mains and many of the streets remained unpaved.
That was the bad news.
The good news was that the State of Colorado had recently voted to allow casino gaming in Cripple Creek and two other remote historic communities. And, if sufficient casino patronage could be attracted to Cripple Creek’s remote mountain location, a largess of gaming taxes just might ignite a new gold rush to fund historic restoration and much needed civic improvements.
Research
A feasibility study indicated that several feeder markets had potential to support the Cripple Creek casinos. However, those studies also indicated that there was very little awareness of, nor preference for Cripple Creek as a touring, entertainment, recreation or gaming destination.
Additional research found that Cripple Creek casino owners and operators were interested in supporting public/private nonprofit marketing partnerships that would promote Cripple Creek as an exceptional visitor destination.
Strategy
In response to these findings, I created marketing partnerships that involved extensive special events and advertising schedules.
The program created marketing marriages between the City government and two dozen casinos and tourist attractions. We produced an extensive calendar of special events and promoted them through aggressive public relations, TV and radio advertising and a digital marketing campaign.
Cripple Creek
Marketing Marriages
Cripple Creek Special Events
Results
World’s Greatest Gold Camp marketing partnerships increased tourism and casino patronage by more than 100,000 visitors, and gaming tax funds for historic preservation by more than $500,000, during its first year.
Marketing Gold Camp History for Cripple Creek Colorado involved a number of community-wide nonprofit marketing marriages and funded extensive extensive economic development and historic preservation.
Read more about marketing Historic Preservation. And Read more about Cause Marketing Marriages that capture hearts and minds for for-profit partners and generate funding for nonprofit programs that make life better for people, animals and our planet.