Repositioning Bent’s Old Fort as a Top Historical Tourism Site
Bent’s Old Fort National Historic Site
Colorado, United States
Engagement: 2021 – 2022
Smaller US national parks have seen a steady decline in visitation over the last decade. Ironically, this came to light during COVID-19, when Americans flocked to more popular parks in the quest for outdoor recreation and social distancing, while lesser-known parks experienced stagnant or decreased visitation.
Bent’s Old Fort National Historic Site was among the parks struggling to attract and retain visitors. Worsening matters, as visitation dwindled in recent decades, any business case for added staff, development of tourism products and experiences, and marketing was a non-starter, causing a serious tourism-hampering paradigm. Twenty31 was brought onboard to assess and disrupt the downward tourism trajectory.
Data assessment and analysis
We analyzed all collected data and insights, then identified the most viable tourism development initiatives based on ease of implementation and forecasted ability to achieve the stated objectives.
Strategy development
We crafted a strategy with input from Bent’s Old Fort’s park leadership and staff.
Defining the business problem
We reviewed existing strategies, plans, and research and engaged with tourism stakeholders in order to develop a comprehensive situational analysis of the business problem.
Bent’s Old Fort used our recommendations to develop and implement its first tourism growth strategy. Visitation has increased 13% year-on-year since the strategy was adopted in 2022.
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Designing and Managing a Business Intelligence Program to Support Tourism Recovery
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Repositioning Bent’s Old Fort as a Top Historical Tourism Site
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