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iQ Case Study

Niche Asset Promotion for Increased Visitation

Prowers County, Colorado

two people birding in prowers county colorado

The Challenge

Prowers County—The Great High Prairie—in southeastern Colorado lacks the mountains that people tend to look for when traveling in Colorado. It does not have a popular scenic byway, grand resorts, hot springs, or large attractions. And while the county has some interesting history, including the new Amache National Historic Site, it still did not have a tourism asset that not only drew overnight visitors, but one the community rallied behind.
close up woman birding in willow creek

The Solution

Prowers County can boast over 400 species of birds that will visit, reproduce, or even stay all year. This is the largest number of bird species in all of Colorado, making the county a mecca for both the serious birder and the casual observer. Birding is a perfect activity for individuals and families, and the county has multiple hotspots that are notorious for finding expected species and the occasional rare or unexpected flyer.

Prowers County also hosts the annual High Plains Snow Goose Festival, a popular event that has tripled in size from 2019 to 2022 while also garnering significant press. This being the case, the Prowers County Lodging Tax Panel, in partnership with DestinationiQ, chose to focus its efforts on avitourism.

Funding Sources:
2023 Colorado Tourism Office Marketing Match Grant
2024 Colorado Tourism Office Marketing Match Grant
birding map and birding guide on phone

The Deliverables

Our niche asset promotion included the development of:

  • Birding campaign development
  • Digital birding guide
  • Educational birding workshops
  • Organic and paid social media marketing on Facebook and Instagram
  • Google search ads
  • Professional photography

Campaign Development

Birding brand of earth tones blue, green, and tan

Social Media & Paid Advertising

Birding in the Great High Prairie Social Media Reels and stories
Prowers County Case Study 1080x1080 (4)

The Results:
2022 vs. 2023

Website and Social Media

+88.5%

Website Users
47,482 vs. 89,510

+40.6%

Social Reach
924,300 vs. 1,300,000

+539.3%

Social Interactions
6,100 vs. 39,000

+163.9%

Social Link Clicks
30,500 vs. 80,500

Travel Spending Growth increased $800,000
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Kirsten Slavin | Account Director

Kirsten has always been driven by curiosity and connection. Her love for travel, the outdoors, and discovering new places fuels both her personal adventures and professional passion for helping destinations reach their fullest potential.

Before joining DestinationiQ, Kirsten spent several years in the hospitality industry, where she developed a deep appreciation for exceptional guest experiences and the power of meaningful relationships. She joined DestinationiQ in early 2022 as an administrative assistant, quickly immersing herself in every facet of the company. Her eagerness to learn, natural leadership, and ability to bring teams together led her to grow into the role of Project Manager and ultimately, Account Director.

Kirsten thrives on equipping people and organizations to be the best they can be, whether she’s helping a client strengthen their destination identity or supporting her team behind the scenes. When she’s not working, you’ll find her exploring new places, spending time with her family, or finding the next trail to wander.

Lindsay Diamond | VP of Client Strategy

Lindsay has been an explorer her entire life. She has traveled much of the world, falling in love with all the outdoor recreational opportunities, geologic diversity, rich history, and cultural depth it has to offer.

She began working with DestinationiQ in 2016, where she encouraged the company to focus even more on Destination Management and easily moved into an account director position where she further shines a light on her communications, relationship-building, strategic planning, and leadership skills; guiding clients on a successful path of tourism evolution.

Lindsay’s extensive network includes tourism directors and board members, social media influencers, members of state tourism offices, journalists, photographers, business leaders, and more.

Bryan Jordan | President & Owner

Bryan is the president and owner of DestinationiQ. He has decades of experience in the tourism field and remains on the cutting edge of the industry. He firmly believes in building open and honest long-term relationships through transparent communication and providing regions with sustainable and responsible tourism strategies that have a significant economic impact.

Years ago, he recognized the ROI on tourism far outpaced many other investments, yet there was always a gap where traditional tourism consultancies and regional staff were seldom able to do everything they need to do. DestinationiQ was born to meet these needs and fill the gap; treating our clients as the experts, actively listening to their goals, forming long-lasting partnerships, and functioning as an extension of their teams, overseeing budget decisions, crafting tourism programs, executing marketing plans, and delivering the products and services they need and deserve.

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