Spring in Durango often feels like a reset. As the snow begins to melt and the days get longer, our community shifts into a new season. For our small businesses, the restaurants, shops, guides and galleries that make Durango unique, spring is also an important moment to regain momentum after the winter season.
And this spring, Durango has a plan.
While winter brought beautiful moments on the mountain, snowfall was lighter than average this year. For many local businesses that rely on winter visitors, that means the shoulder season becomes even more important.
That’s why Visit Durango and the Durango Business Improvement District have partnered to launch the Spring Green campaign, designed to support local businesses and bring more visitors downtown and throughout the community this spring.
The idea is simple: encourage visitors to stay in Durango during the shoulder season (Spring) and spend money locally, from dining out and shopping downtown to attending events and booking guided outdoor recreation experiences.
These kinds of promotions matter because visitors don’t just come for one experience, they spend their dollars across the community. In fact, tourism research consistently shows that visitors typically spend two to five times the value of the incentive offered in a promotion like this.
The Spring Green campaign is designed to give visitors another reason to experience Durango this spring and encourage them to spend locally while they are here. For our small businesses, that added activity during the shoulder season can make a meaningful difference.
Visitors staying in Durango for three nights or more during the midweek (Sunday to Thursday) can find out how participate in the Spring Green promotion at the Visit Durango website, Durango.org, where Visit Durango is sharing details about the program and how it supports local partners.
At the same time, Visit Durango continues to invest in the long-term strength of Durango’s visitor economy. This spring also marks the launch of the first 2026 cycle of the Destination Impact & Resiliency Grant Program, funded through Durango’s Lodgers Tax and city of Durango sustainability funds. This grant program will invest directly in community projects that enhance visitor experiences while strengthening the community – from sustainability to destination stewardship initiatives. Applications are open now through April 6 at www.durangoco.gov/1836/Durango-Impact-Resiliency-Grant.
Visit Durango is also piloting a new partner co-op program, which provides cost-share opportunities for local tourism businesses to participate in coordinated marketing, sales and public relations initiatives under the Durango brand. By working collectively, local partners can expand their reach into regional, national and international markets that would otherwise be difficult to access individually.
Tourism works best when it supports the community that makes a destination special. In Durango, that community is built by small business owners, hospitality professionals, artists, guides and entrepreneurs who create memorable experiences for visitors every day.
As we move into spring, Visit Durango and the BID remain committed to supporting those businesses, helping bring visitors into our downtown, encouraging them to explore locally and keeping Durango’s economy vibrant in every season.
Sarah-Jane Johnson is the new tourism and destination services manager at Visit Durango, which recently merged into the city of Durango’s new Prosperity Office. She can be reached at sarahjane.johnson@durangoco.gov.
