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Golden stands out among Front Range communities as an Old West town tucked away in its own valley between foothills to the west and two distinguishing buttes to the east. To go along with its unique geography, history and town character, Golden has a distinctive marketing campaign.

Visit Golden is the city’s tourism campaign, but it is more than just a public relations firm’s promotion of a city. The Visit Golden committee is made up of volunteers, local business owners representing all areas of the city who are part of the conversation.

“Whether or not you participate on the committee, they promote ,” said Renee Rinehimer, director of marketing for Golden Hotel and a longtime member of the city’s Visit Golden committee. “It’s for the city of Golden and everything that it has.”

The committee is headed by a community marketing manager and collaborates with the Golden Chamber of Commerce, the Golden Visitors Center and Coors brewery tours to promote the city’s cultural institutions and numerous events through a public relations firm, Meadows PR.

It also sponsored a Buy Golden week that morphed into a Buy Golden campaign .

The city’s sales tax revenue reflects some success to that end, exceeding budget expectations in 2013 and 2014 by around $400,000 each year.

Funding for the campaign comes in part from the city, MillerCoors and from a federal sales tax credit passed on to the city from businesses.

Lorna Crawford, who manages the Pizza Hut on on the Visit Golden committee, said the benefits spread throughout the entire city.

“During the Olde Golden Christmas, our business picks up,” she said. “I think anytime you bring anybody to Golden, it’s going to help.”

The campaign is also a good resource for business owners to know what is going on in the city and how they can be involved by bringing their businesses to an event or cross-promoting, said Amy Dannwolf, owner of Powder7 at 880 Brickyard Circle in north Golden, who represents her area on the committee.

“I enjoy being on the committee,” she said. “It’s a nice way to be involved and know what’s around.”

Her business started as an online retailer of ski gear, and though they have a shop on site, the company still does the majority of its business online. She said that visitgolden.com is a great directory for the whole city, and the campaign does a good job of using larger attractions like Coors to promote smaller ones, like the local retailers.

“I think they (the city) take it pretty seriously,” she said. “I think small businesses are a big priority for them.”

Josie Klemaier: 303-954-2465, jklemaier@denverpost.com or twitter.com/JosieKlemaier

Updated Dec. 31, 2 p.m. This article has been revised to reflect the following correction. Originally, due to a reporter’s error, Amy Dannwolf’s name was misspelled.