Mayor Hickenlooper Helps Kick Off Shop DENVER Campaign
Mayor John Hickenlooper joined leaders from Denver’s retail and tourism industries on Thursday to kick off a large-scale marketing and promotional effort to attract shoppers and tourists to Denver during the two-month holiday season. The Shop DENVER campaign is a unique cooperative effort between the City, the Denver Metro Convention & Visitors Bureau, the Downtown Denver Partnership and major local shopping centers to market Denver throughout the Rocky Mountain region as the place to visit, shop and enjoy during the holidays.
“Holiday shopping gives us a much-needed opportunity to generate increased sales tax revenues to pay for City services,” said Denver Mayor John Hickenlooper. “We, in Denver, are fortunate to have an enormous variety of retail offerings. As such, we want to encourage Denver residents to shop locally and help generate vital revenues for their city. At the same time, we want to remind our neighbors throughout Colorado and the Rocky Mountain region that Denver is the place to visit and shop over the holidays.”
The Shop DENVER campaign will promote Denver’s role as a regional destination with a multitude of holiday family events, cultural activities, and shopping opportunities. A holiday print and direct mail advertising campaign is targeting outlying Colorado cities and regional out-of-state markets offering inexpensive downtown hotel rates as incentives to visit Denver and enjoy shopping as well as the seasonal events and attractions below:
Larimer Square WinterFest, November and December
Cherry Creek Mall 14th Annual Tree-Lighting Ceremony, November 28
“A Christmas Carol” at the Stage Theatre, November 28 - December 28
Denver Pavilions Christkindl Market, November 28 - December 21
“The Nutcracker” at the Historic Paramount Theatre, November 29 - December 28
Denver Botanic Gardens’ Blossoms of Lights, December
Denver Zoo’s Wildlights, December
“Granny Dances to a Holiday Drum” at the Space, Theatre, December 4 - 21
Xcel Energy Parade of Lights, December 5 and 6
Colorado Symphony: “A Colorado Christmas”, December 11 - 14
Colorado Symphony: Handel’s “Messiah”, December 20 - 21
New Year’s Eve Fireworks Downtown, December 31
Denver Art Museum’s El Greco to Picasso Exhibit, Now through January 4
National Western Stock Show, January 10 - 25
Denver Museum of Nature & Science’s Lewis & Clark IMAX, Now through Spring 2004
"Denver has so much to offer the regional visitor this holiday season," said Anne Warhover, president of the Downtown Denver Partnership. "Building on the long list of events and attractions throughout the city, this campaign will make Denver a premier tourist destination for the holidays."
Richard Scharf, acting president of the Denver Metro Convention & Visitors Bureau, pointed out that Denver is fortunate to have a holiday season that lasts nearly two months.
“We go right from the traditional holiday period in December into promoting New Year’s Eve celebrations - then after a week, we’re back with the National Western Stock Show, which runs from January 10th to 25th,” Scharf said. “The period of December through January is very slow for hotels in most areas of the country because there is very little business travel, but in Denver we are able to develop this into a prime-time market.”
“There is nothing within a 600-mile radius to compare with what the Mile High City has to offer during the holidays,” said Pat Lee, director of the Shop DENVER campaign. “We’re hoping that people in the region will begin family traditions of coming to Denver during the holidays to experience our wonderful holiday events. And of course, we’re also hoping that while they’re here, they’ll shop.”
The local shopping destinations participating in the Shop DENVER campaign are Cherry Creek Shopping Center, Denver Pavilions, Tabor Center, Larimer Square and Writers Square. The Shop DENVER program partners are American Express®, Amtrak, Colorado AAA, Denver Center for Performing Arts, Denver Metro Convention and Visitors Bureau, Downtown Denver Partnership, the City and County of Denver, and the Mayor’s Office of Economic Development and International Trade. The Shop DENVER hotel partners are Adams Mark the Hotel of Denver, Brown Palace, Embassy Suites Hotel Downtown Denver, Hampton Inn & Suites Cherry Creek, Holiday Inn Select Cherry Creek, Hotel Monaco, and Loews Denver Hotel. To book a room or get more information, please visit www.denver.org or call 1-800-2DENVER.
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