2009 Scenic Byway Award Winner - Marketing

Santa Fe Trail Scenic and Historic Byway Marketing
Byway: 	Santa Fe Trail Scenic and Historic Byway 
State: 	Colorado

Byway Marketing Benefits Local Community Economies
The Santa Fe Trail Scenic and Historic Byway marketing efforts began with regional planning meetings 
and collaborative workshops geared toward building consensus and credibility within the byway’s 
communities. Valuable input from stakeholders and community representatives honed the marketing 
direction. It also helped to identify the byway’s unique qualities, sites of importance and 
potential markets.

One goal targeted extending visitors’ stays. A complementary goal sought to entice tourists off 
the main routes to explore the history along the Santa Fe Trail. The group worked with community 
leaders and partners to market historic sites, announce local events, and tell the byway’s stories 
with creativity and accuracy.Several marketing components helped to achieve the goals, such as hosting 
the Colorado Grassroots Training Program, updating the marketing plan, creating a robust website and 
compelling brochure, participating in the Rocky Mountain PBS documentary and completing a promotional 
car-tour CD. 

The Santa Fe Trail Scenic and Historic Byway’s cost-effective marketing efforts have paid off. 
The byway has shown an increase in visitors. In addition, stakeholders have seen the value 
of the byway’s brand for stimulating their local economies.