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Sarah Leonard Takes Helm of Visit Estes Park: A New Era for Sustainable Tourism

Update Meet Sarah Leonard: The New Face of Visit Estes Park Estes Park, Colorado has just welcomed a new leader in the form of Sarah Leonard, who will take on the role of CEO for Visit Estes Park starting December 1, 2025. Leonard's appointment comes at a crucial time for this iconic mountain destination, as it seeks to navigate the balance between sustainable tourism, local community engagement, and economic growth. Experience That Matters: A Glimpse into Leonard's Background With over two decades of experience, Sarah Leonard isn’t new to the tourism sector. Prior to this role, she served as the executive director of Visit Longmont for nearly three years. There, she not only guided the organization through strategic growth but also led the establishment of a Tourism Improvement District aimed at boosting local economic development. Before that, Leonard held senior roles with Arizona State Parks and the Alaska Travel Industry Association, where she stood out as President and CEO. “Her strategic approach to sustainable tourism, community engagement, and destination stewardship makes her the perfect candidate for Visit Estes Park,” said Sean Jurgens, chair of the Visit Estes Park Board of Directors. Tourism's Power in Estes Park's Economy Leonard assumes control as tourism continues to be a significant economic driver in the Estes Park Local Marketing District. In 2024, the sector generated over $510 million in direct visitor spending and $29 million in local tax revenue, supporting about 3,400 jobs. The booming tourism industry provides vital funding for community services, including workforce housing and childcare initiatives, highlighting its importance not just for visitors but also for residents. Plans for Sustainable Growth and Community Engagement As she steps into her new role, Leonard has made it clear that her initial focus will be on listening and learning from local businesses and community partners. She aims to understand their concerns and expectations regarding tourism, which she acknowledges as vital for shaping the future of Estes Park. “The opportunity to lead an organization at the heart of the community’s economic vitality is truly exciting,” she shared, emphasizing her commitment to promoting sustainable growth and a strong sense of place. Community Support and the Road Ahead Estes Park Mayor Gary Hall expressed the council's excitement about Leonard's leadership, mentioning that her vision aligns with the increasing need for sustainable practices in tourism. Her rich experience and passion for responsible travel are expected to elevate the community's appeal while addressing the challenges that come with increased visitor growth. Why This Matters to Affluent Travelers For affluent travelers, Estes Park presents an opportunity not just for adventure but to engage with a community focused on sustainability and preserving the beauty of its natural environment. With Leonard at the helm, there will likely be a greater emphasis on eco-friendly practices in hospitality and tourism offerings. From boutique luxury hotels to boutique tours, a sustainable approach enriches the travel experience. Book Your Experience in Estes Park Travelers interested in the unique offerings of Estes Park, including sustainable hotels and adventures that align with a greater purpose, can look forward to increased collaboration and exciting initiatives under Leonard’s leadership. This is a prime opportunity to participate in a community that prides itself on blending luxury with sustainability. Get Ready to Explore Estes Park It is a welcoming time for both new and returning visitors to discover the beauty of Colorado's iconic mountain town. As Leonard sets her plans into motion, unique opportunities will arise for travelers to experience the rich culture and stunning landscapes preserved through sustainable efforts. Contact us today at www.sitinmyseats.com for more information or to book a free travel consultation!