Estes Park – A subtle shift toward the higher end is occurring in this Colorado mountain hamlet, which has long been known for kitschy T-shirt and Indian novelty shops.
There is no doubt that Estes Park sees high numbers of tourists – especially during the summer months. Of the roughly 3 million people who visit Rocky Mountain National Park annually, 75 percent enter through the east entrances, passing through Estes Park.
But without something like a ritzy ski resort to draw the uber-rich, can Estes Park overcome its reputation as a haven for thrifty day-trippers, hikers and campers?
Local tourism boosters are beginning to see the payoff after two years of effort. Several new upscale retail stores have opened, a few hotel properties have been renovated, and the average Estes Park visitor is getting wealthier.
A decade ago, just 11 percent of all overnight visitors had an annual household income of $100,000 or more, according to town figures. By last year, that number had grown to 31 percent, with 17 percent reporting an annual household income of more than $125,000.
“We’re not quite rubber tomahawks anymore, and we want to get the word out,” said Suzy Blackhurst, spokeswoman for the Estes Park Convention & Visitors Bureau, which was created two years ago to more actively promote the destination.
Over Memorial Day weekend, TrendZ at the Park took over the space previously occupied by Stage Western Family Clothing – replacing cowboy hats and moccasins with upscale home decor and such gift items as a $3,600 woven glass bowl.
The store is owned by Scottsdale, Ariz.-based Forever Resorts, which has the concessionaire management contract at Rocky Mountain National Park.
“We noticed that a lot more sophisticated traveler was coming to Estes,” said Darla Cook, a vice president at Forever Resorts.
Robin Fugate of Eldorado Springs, Mo., agreed as she browsed the store’s jewelry recently. “Before, it was a lot of junky touristy stores, but this is a really nice shop,” she said.
To attract even more well-heeled tourists, the town opened a new $1.3 million visitors center, and last weekend it began operating a free “shopper shuttle” to ferry visitors between local hotels and the downtown retail district. Talks are also underway to build a performing arts center to offer cultural events year-round.
And while Estes Park may not offer the celebrity cachet of an Aspen or Telluride, it is the state’s second most popular tourist destination, behind Colorado Springs, according to research firm Longwoods International.
“We’re very aware of what the in-state competition for tourism dollars is,” said Blackhurst, “and if we happen to cross the paths of Vail or Breckenridge, good for us.”
Through April, sales tax revenues in Estes Park were up 9 percent over 2005, when the town took in a total of $6.4 million. Vail, in comparison, collected $16.5 million during that period, and Breckenridge got $10.8 million.
“It’s changing. We’re selling a lot more stuff in the $100 to $400 range, even up to $4,000,” said Ann Wilcox, who has for six years co-owned Estes Park art galleries Earthwood Collections and Earthwood Artisans. “We used to be concerned that all we had was the value shopper. We love our campers, but we also want to draw more people who like to spend money.”
Several of Estes Park’s roughly 150 lodging establishments are also making changes. The historic Stanley Hotel put $1.5 million into upgrades over the past three years. Across town, Mary’s Lake Lodge spent $3 million to add 42 condos, restaurants and a spa.
“We’re trying to do the pampering thing,” said Karen Lynch, director of marketing at Mary’s Lake. “Estes Park is now a high-end destination, not just a place to come and go for a hike.”
And while the Estes Park real estate market still has room to grow – the average house here sells for roughly $310,000, compared with $787,602 in Eagle County, home to Vail and Beaver Creek – more than 50 percent of transactions are now second-home purchases, said Peggy Lynch, a Realtor with Re/Max Mountain Brokers.
In late June, 25 million-dollar homes were listed in the area, compared with five homes at that price point two years ago, Lynch said. “We’re just starting to crest that $1 million mark.”
Staff writer Julie Dunn can be reached at 303-820-1592 or at jdunn@denverpost.com.
