The Colorado Springs Chamber & EDC is proclaiming a bold, clear message: The Springs is unapologetically undefined. It’s a city where people are welcome to write their own story and businesses can get the “never been done” done plenty. Colorado Springs isn’t chasing a narrative; it’s writing one. And with the launch of its new Source Colorado Springs website, the Chamber & EDC is helping others to spread that word.
“What sets us apart is that we are unapologetically undefined,” says Dani Bolling, COO of the Chamber & EDC. “Colorado Springs is made-up of a strong military presence, the home of Olympic athletes, a diverse base for industry, for sports, hospitality, arts and culture. We have so many different pillars that we represent, and this unified messaging is a way for us to promote all that makes us unique.”
A Place for All
Aimed at business global media, the Source Colorado Springs website serves as the resource hub of the new branding campaign.
“The work of Source Colorado Springs is all about a unified message that promotes the business opportunity for relocating to Colorado Springs and investing in our community,” Bolling says. “It is for future talent to see the great opportunities, the career they could start here in our key sectors and our industries. It is for site selectors to know they should be advising businesses to move to Colorado Springs — and for meeting and convention planners to know that they can host their great events here.”
The campaign is a move to coordinate and own the narrative that defines our city.
“In the past we’ve let other people tell our story. But we have a lot of great things going on here, and that’s the kind of messaging we want a national audience to hear about Colorado Springs,” says Jayne Mhono Dickey, executive director of Source Colorado Springs. ”We are this welcoming place where anyone can become whoever they want. That’s the story we want everyone who thinks of Colorado Springs to know about this region.”
Seeing Early Results
As a part of developing the project, the Chamber & EDC consulted with its Board of Governors, Titans of Economic Development, Colorado Aerospace and Defense Economic Council, stakeholders across industries, site selection groups, C-suite executives and workforce representatives. Bolling says they heard repeatedly from those stakeholders about conferences they attend around the country, asking, “Why not have them in Colorado Springs?”
That sharpened focus on attracting conferences has already begun to yield results. One example is the 2026 Credits and Incentive Symposium by the Institute of Professionals in Taxation being held at Hotel Polaris this November. Bolling says it will generate an estimated 450 to 525 hotel room nights, “plus additional spending that supports our hotels, restaurants, attractions, and ultimately our LART tax base.” She sees the potential for those attendees to influence future corporate location decisions as well.
“So it’s a lot of value beyond just one event,” Bolling says.
The Source Colorado Springs website will also provide resources, data and connection points for national media covering stories in or about Colorado Springs. And Bolling says the campaign will also include training for stakeholders, representatives and spokespeople, from business leaders to Olympians and Paralympians to help amplify the narrative.
“Source Colorado Springs is for everyone to use. Our goal is that this brand represents the emotion and experiences that you associate with Colorado Springs and with all of the unique pieces that we have to offer,” Bolling says. “This is how we stand out. Everyone claims innovation, quality of life and talent, but very few own a distinct and memorable narrative.”
Explore Source Colorado Springs at sourcecoloradosprings.com.
