Localism is everything here in La Plata County. It’s in the friendly smile of your barista who remembers your order, the business owner who donates to your kid’s sports team, and the family-run shop that’s weathered every storm to keep its doors open for neighbors like you. These local, independent businesses don’t just add character to our town; they are our town.
When you shop local, you’re investing in La Plata County, meaning money stays here, supporting local jobs, families, and small businesses. It’s called the “local multiplier:” dollars spent at locally owned, independent businesses tend to recirculate through our community two to four times more than money spent at chain stores or online giants, creating more local wealth, more charitable giving and more jobs right where we live.
That’s why Local First was founded nearly two decades ago to champion the local businesses and organizations that make La Plata County economically resilient and uniquely ours. Over the years, we’ve celebrated local food, art, retail and innovation, and reminded our community that where you spend your money truly matters.
Our mission shows up in real, measurable ways each year. In 2025, we launched “Stand Up for Local First,” a sold-out show featuring three local judges and eight local comedians that elevated the voices of our creative community. Additionally, our advocacy around Durango-La Plata County Airport concessions encouraged the Airport Commission to prioritize local product placement, which became a prominent feature of the winning proposal.
We also welcomed longtime partners and new entrepreneurs at our member celebration at the newly opened EsoTerra Arboretum with an evening of gratitude, connection and local cider. The Be Local Coupon Book remained one of our most beloved programs, featuring more than 135 coupons and many stories from local businesses and nonprofits.
Through the Locals Know Outdoor Gear campaign, we uplifted locally owned outdoor retailers and highlighted how buying local strengthens our outdoor economy. Noel Night saw record participation from local retailers and restaurants, reaffirming that our community continues to show up for local as the holiday season begins. And more than 50 small businesses benefited from our free Business Resilience Training, gaining new tools and ideas to take their businesses to the next level.
Our partnership with Peak Health Alliance continued expanding health insurance options in Southwest Colorado through Elevate Health Plans sponsored by Denver Health Medical Plan, helping save residents and businesses an estimated $6 million on premiums since 2021 and contributing to lower marketplace premiums through increased competition.
It easy to say that when you support local businesses, you're investing in our community. You’re helping a young entrepreneur start their dream, ensuring your favorite coffee shop stays open, and keeping our community resilient for generations to come.
This year, we’re asking everyone who loves this place to join us in supporting localism. Whether it’s a small monthly gift or a one-time donation, your contribution to the Local First Foundation makes a tangible difference right here at home. Because in our region, we don’t just live local, we love local.
Visit www.coloradogives.org/donate/Local-First-Foundation to make a gift today.
Ashley Christie is Local First’s membership and communications specialist.
