Wednesday, November 2, 2016

Director - Heritage and Agritourism Program, Colorado

Director, Heritage and Agritourism Program
Denver Metro, CO
Office of Economic Development and International Trade

Job Number: EDA-0038-10/16 Closing
Closing Date: 11/3/2016 11:59 PM Mountain

The purpose of the Colorado Tourism Office (CTO) is to encourage economic growth throughout Colorado with the promotion of tourism. The CTO promotes Colorado to travelers through international and domestic advertising, marketing and public relations campaigns, the Official State Vacation Guide (OSVG), Official State Map, and; provides traveler services at State Welcome Centers; and works with partners statewide to enhance and develop tourism offerings. The CTO collaborates with destination marketing organizations, local communities, industry associations, government agencies and private businesses to implement its programs. The FY17 budget is $19.8 million.


Director, Heritage and Agritourism Program

The Colorado Heritage and Agritourism Program celebrates unique travel experiences stemming from Colorado's rich culture, heritage and roots in agriculture and ranching. This innovative program collaborates with partners throughout the state to develop and promote new tourism offerings aimed at enticing visitors to step off the beaten path, discover hidden gems and engage in a myriad of authentic culinary, heritage, creative arts, small town and agricultural experiences.

The Director works collaboratively with the CTO team, Colorado Department of Agriculture, State Historical Fund, Colorado Creative Industries, Heritage and Agritourism Committee (Committee), destination marketing organizations, Colorado Agritourism Association and private businesses and attractions to develop and promote high-quality visitor experiences in early-stage destinations and attractions to drive travel spending statewide.


In concert with key stakeholders, provides leadership for development and promotion of Colorado's heritage, cultural and agritourism market segments through initiatives to create and brand high quality visitor experiences in early-stage Colorado destinations.

Working with the CTO team, Committee and other partners, provides strategic direction for the program through development of a strategic plan and annual action plans for the heritage, cultural and agritourism market segments.

Establishes and reports against metrics to measure outcomes from these segments.

Develops and manages an annual budget to support program initiatives, providing regular reporting of outcomes to the CTO Director, Colorado Tourism Board and other tourism stakeholders.

Provides direction for the Manager of the Heritage and Agritourism Program and Marketing Matching Grants Program.

In collaboration with CTO Director, recruits membership of Heritage and Agritourism Committee to represent and generate advocacy for all segments of the program in all parts of the state.

Manages effective communication with Committee, Colorado Tourism Board and other industry partners/associations engaged in heritage and agritourism development and promotion, including the reporting of initiatives, results, reports and opportunities.

Represents the CTO in initiatives and events aimed at strengthening the Colorado tourism brand and driving increased travel within the heritage, cultural and agritourism market segments.

Manages outreach across Colorado to expand knowledge of heritage, cultural and agritourism market and offerings.

Builds knowledge of responsibilities through attendance at trainings and conferences.

Other duties as requested by CTO Director.

Directs development and growth of Colorado tourism product inventory specific to heritage, cultural and agritourism market segments to showcase Colorado as a premier destination for these experiences.

Working with CTO team and industry partners, develops initiatives to create branding of Colorado cultural, heritage, cultural and agritourism offerings to increase traveler awareness and drive travel.

Develops and manages initiatives to promote hospitality training and visitor readiness, with a focus on early-stage destinations.

Develops and manages initiatives to assist early-stage cultural, heritage or agritourism businesses or non-profits in achieving success and stability, including the Culture, Heritage, Agritourism Mentor Program (CHAMP).

Develops and manages other educational offerings for early-stage tourism destinations and attractions, including educational experiences for the annual Governor's Tourism Conference and regional tourism conferences, as requested.

Under direction of the CTO Director, establishes public and public-private partnerships to enhance program funding.

Maximizes opportunities to secure and leverage funding support for program from local, state and federal sources.

Collaborates with other entities in the Office of Economic Development on initiatives that support development of early-stage destinations.

Marketing & Promotion
In collaboration with CTO team and in keeping with CTO brand:

Provides direction for vendors to promote heritage, cultural and agritourism offerings through marketing, public relations, promotional and social media campaigns.

Provides oversight of Heritage and Agritourism Public Relations Strategist to develop annual PR plan, manage editorial calendar and create content aimed at driving travel and supporting growth of program.

Directs development of collateral specific to heritage and agritourism segments.

Directs development of content for heritage and agritourism promotion on and in the Official State Vacation Guide.

Participates in CTO's targeted trade expos and sales trips/missions, as appropriate to promote heritage and agritourism offerings.

Develops events to promote heritage, cultural and agritourism offerings at CTO media, trade and consumer events, as appropriate.

Manages creation and execution of FAM tours related to heritage, cultural and agritourism offerings.

Leadership: Creates and communicates a compelling vision; engages others to implement vision; builds enthusiasm, participation and positive morale and loyalty; takes charge of groups and situations; sets a strong leadership role by walking the talk; promotes a safe, challenging work environment.

Strategic Planning: Identifies and analyzes organizational opportunities; accurately forecasts trends and emerging needs; frames strategic questions; makes decisions and deploys resources in alignment with strategic priorities; plans for future problems and opportunities by forecasting business trends and outside forces.

Negotiation & Issue Resolution: Openly manages conflict and disagreement through collaborative discussion to reach positive conclusions; arrives at constructive solutions whiles maintaining positive working relationships; seeks win-win situations; diplomatically explores common and opposing options to reach mutually acceptable positive solutions.

Communication: Is understood by and understands others; clearly articulates key points when writing and speaking; actively listens; effectively interprets non-verbal communication and truly hears what a wide variety of people are trying to say; accurately assesses personal styles and adjusts own style of communication to optimize personal effectiveness.

Results Driven: Drives for successful results; makes things happen and conveys sense of urgency; sets aggressive goals and works hard to achieve these goals; move tasks and assignments toward closure; invests considerable effort to assure goals are met in a high-quality manner.

Minimum Qualifications, Substitutions, Conditions of Employment & Appeal Rights

Extensive knowledge and demonstrated skill in management, program planning, and coordination of multiple projects and assignments. Ability to work with a wide variety of people at all levels in stressful situations and exercise confidentiality and discretion as appropriate. Skill in relationship building and networking with a diverse population of organizations, associations and interest groups.

Highly developed oral and written communication skills that include the demonstrated ability to edit and write. Excellent time management skills, including the demonstrated ability to meet timelines and prioritize multiple projects.

Team orientation and the demonstrated ability to work effectively with peers, subordinates, and supervisors. Ability and willingness to work hours beyond the standard daily or weekly schedule when necessary.

A four-year college degree in business, marketing, communications, or related subjects, or an equivalent 6 years experience in marketing, and/or related subjects.

Experience with heritage or cultural tourism, history, historic preservation, agritourism, arts and culture, marketing, rural economic development and community relations is strongly preferred. Supplemental Information


Applicants should submit a cover letter, resume, and references in one document to The Office of Economic Development and International Trade by e-mail at with the subject line "Director of Heritage and Agritourism Program" by November 3, 2016. Due to the large volume of resumes we receive, we do not acknowledge receipt of each resume and are unable to give status updates. If a strong match is found between your qualifications and the requirements of the position, a member of the recruiting staff will contact you to further discuss the career opportunity.