Operation Over-Loved

Project Overview

Operation Over-Loved was created to address the many challenges in Clear Creek County from over-tourism at the top of majestic 14er trail heads down to table service in local restaurants.

Responsible tourism is key as we navigate our path forward.

With the Marketing Matching Grant support of the Colorado Tourism Office we are now able to amplify responsible tourism, work towards attracting the right guests, and create a roadmap for success!


Our Marketing Goals

To promote sustainable tourism that benefits the local economy while preserving the County’s heritage.

To extend our busy summer season and build up shoulder season visitation in the spring, fall, and winter months.

To amplify positive messaging and mitigate negative behavioral impacts. As we continue to face challenges around our outdoor recreation being “loved to death”.

Conquering the 14ers of Clear Creek County


Transition to a Destination Marketing Management Organization (DMMO)

Develop a new Strategic Marketing Plan with MMGY NextFactor.

Hold an industry stakeholder workshop (by invitation only) on March 8th from 10am-2pm and an executive workshop on March 9th from 10am-1pm at Tommyknocker Brewery Conference Room in Idaho Springs.

Develop responsible tourism digital and printed marketing materials.


Our Path Forward

Operation Over-Loved projects are specifically intended to reinforce positive messaging around responsible tourism, sustainability, and preservation as we work to build a path forward.

Creating a renewed strategic marketing plan will encourage increased revenues, business development, industry growth, and guest dissemination.

Developing educational materials and signage will further the Colorado Tourism Office Care for Colorado message and emphasize responsible tourism to our residents and visitors alike.

Car driving on highest paved road in North America - Mt Blue Sky

A special thank you to those who supported our 2022 Colorado Tourism Office Marketing Matching Grant application with letters of support: Clear Creek County Board of County Commissioners, ARGO Mill and Tunnel, Georgetown Loop Railroad, Town of Georgetown, Town of Silver Plume, Historical Society of Idaho Springs, Georgetown Trust for Conservation and Preservation Inc., Idaho Springs Chamber of Commerce, and the Idaho Springs Marketing Alliance.