Fort Collins Destination Master Plan

From 2019-2020 the City of Fort Collins and Visit Fort Collins in partnership with Jones Lang LaSalle (JLL)'s Global Tourism and Destinations team developed a Destination Master Plan to guide efforts to identify new tourism generators and increase visitation to Fort Collins.

The project was based on four key platforms:

  • Driving stakeholder consensus to craft and agree upon long-term destination goals for Fort Collins;
  • Understanding where Fort Collins currently stands as a destination and its future potential, with a focus on the "night time" economy;
  • Assessing the city's tourism infrastructure and destination development potential; and
  • Engaging partners to establish key metrics to aid in the plan's implementation

The JLL team conducted in-market focus groups, stakeholder interviews, and visited the city's attractions. 

In addition, due to the effects of COVID-19, Visit Fort Collins along with consultant Clarity of Place, introduced the following COVID-19 Recovery Plan.