One of the most powerful tools a chamber has isn’t a policy paper or a ribbon-cutting – it’s a spotlight.
Each year, Durango Rocks has been that spotlight. It’s a high-energy celebration of local leaders, quiet heroes and businesses that make this region exceptional. In 2025, we’re expanding that spotlight with the launch of Southwest Colorado Rocks – a broader, more inclusive recognition event that honors excellence across La Plata County and beyond.
But this event is about more than plaques and applause. It’s about building a culture of abundance. In a world that’s often rushing to the next transaction or headline, events like Southwest Colorado Rocks remind us to pause and acknowledge the people and businesses who go above and beyond – not because they’re told to, but because it’s who they are.
Recognition builds reputation. And reputation fuels referrals.
When a business is known for service, leadership or innovation, people notice. Customers talk. Partners call. Talent knocks on their door. That’s why awards matter – not for ego, but for momentum. Recognition validates the hard work behind the scenes and pushes organizations forward. It turns a one-time highlight into long-term community goodwill.
That’s why we’re committed to showcasing a range of contributions: small business grit, nonprofit impact, up-and-coming professionals, legacy leaders and everything in between. Because in truth, our region thrives not because of a few big names, but because of the many who show up, build, hire, give back and create opportunity every single day.
There’s also a deeper impact here – one that doesn’t show up in a spreadsheet. When we choose to celebrate others, we change the community vibe. We shift from scarcity to abundance. From “What’s in it for me?” to “Look at what we’re building together.”
That attitude is contagious.
It’s why we ask for nominations from the public. It’s why we encourage businesses to submit their peers, not just themselves. And it’s why we invite everyone – across industries, generations and geographies – to come together for this event. Southwest Colorado Rocks is more than a night out. It’s an intentional act of community-building.
If you’ve been to the event before, you know the energy in the room is electric – because the stories are real. Stories of perseverance, reinvention, mentorship and hometown pride. If you haven’t been, make this the year you show up. Nominate someone who’s made a difference. Buy a table and bring your team. Cheer for your competition. The ROI on goodwill is always positive.
Durango and Southwest Colorado are full of leaders worth celebrating. Let’s continue to make the time, create the space and shine the light.
Because when one of us is recognized, all of us rise.
Jeff Dupont is CEO of Durango Chamber of Commerce.
