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

Local Favorites

Authentic to Fort Collins
Akinz

Akinz is a local clothing line featuring super soft t-shirts and sweatshirts hand printed in store and beanies and other knitwear handmade in house. Come see what we’re working on and order your own...

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Anheuser-Busch Tour Center & Biergarten

Be swept away by a sunset view of the Rockies when you book your next special event with The Fort Collins Biergarten Event Space, located in the rolling foothills of Ft. Collins. Whether you’re...

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Anheuser-Busch Tour Center & Biergarten

Be swept away by a sunset view of the Rockies when you book your next special event with The Fort Collins Biergarten Event Space, located in the rolling foothills of Ft. Collins. Whether you’re...

Learn More
Armstrong Hotel

We’ve been a vital part of the Fort Collins community for over 95 years. In spring 2019, we underwent thoughtful renovations to bring renewed luster to our guestrooms and public spaces, while...

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Fort Collins Spotlight
Akinz
Akinz Akinz is a local clothing line featuring super soft t-shirts and sweatshirts hand printed...
Anheuser-Busch Tour Center & Biergarten
Anheuser-Busch Tour Center & Biergarten Be swept away by a sunset view of the Rockies when you book your next special event with...
Anheuser-Busch Tour Center & Biergarten
Anheuser-Busch Tour Center & Biergarten Be swept away by a sunset view of the Rockies when you book your next special event with...
Armstrong Hotel
Armstrong Hotel We’ve been a vital part of the Fort Collins community for over 95 years. In spring 2019,...