Sarah Leonard Named New CEO of Visit Estes Park |
A lifelong explorer and advocate for sustainable tourism, Leonard is set to lead Visit Estes Park into its next era of growth and stewardship.
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Visit Estes Park, the official tourism marketing organization for the Estes Park Local Marketing District, is pleased to announce that Sarah Leonard has been named the organization’s new Chief Executive Officer, effective Monday, Dec. 1, 2025.
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“After conducting an extensive nationwide search, the board was thrilled to select Sarah for this critical leadership role,” said Sean Jurgens, chair of the Visit Estes Park Board of Directors. “Her strategic approach to sustainable tourism, community engagement, marketing, and destination stewardship made her the perfect candidate. She brings a proven record of strong leadership, community collaboration, and a deep passion for tourism advocacy. She is going to be an incredible asset to our community.”
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Leonard brings more than 20 years of tourism and destination leadership experience to the organization. Her background in travel and tourism began with Arizona State Parks, where she developed a passion for sustainability and responsible travel. She later spent a decade with the Alaska Travel Industry Association, serving as President and CEO. She most recently served as President and CEO of Visit Longmont, where she led the effort to establish a Tourism Improvement District, guided the organization through strategic growth, strengthened community partnerships, and positioned Longmont as a must-visit destination along the Front Range.
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“I’m honored to join the talented VEP team, its dedicated board, and this vibrant community to promote one of Colorado’s most inspiring destinations,” Leonard said. “The opportunity to lead an organization at the heart of the community’s economic vitality and set within such an iconic setting near Rocky Mountain National Park, is truly exciting. I look forward to listening, learning, and working collaboratively to foster sustainable growth and a strong sense of place.”
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Leonard’s initial focus will be on connecting with the VEP team, local businesses, residents, community partners, and government leaders to listen, learn, and gain insights on their concerns and opportunities about tourism in Estes Park. She will also help guide the Tourism Master Plan, a five-to-seven-year strategy for product development, marketing, and destination stewardship in the Estes Valley.
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"We are delighted to welcome Sarah as VEP’s new CEO. She brings a remarkable wealth of knowledge and experience from across the travel and tourism industry, particularly in sustainability, government relations, brand stewardship, and destination marketing and management. Her strategic, visionary, and humble leadership makes her the ideal individual to guide VEP to even greater heights,” said Estes Park Mayor Gary Hall.
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An avid outdoor enthusiast, Leonard enjoys hiking, walking, and fly-fishing with her husband, and is currently honing her golf skills. As a self-proclaimed 'casual foodie' who loves exploring new recipes, she also cherishes antiquing and spending time with her son, a senior at CU Boulder, and their beloved family 'baby dog,' Kumu. Her true passion is travel, seeing it as an opportunity to gather new ideas, different perspectives, immerse herself in new cultures, and meet incredible people along the way.
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As the leading economic driver in the Estes Park Local Marketing District, tourism provides substantial benefits that are funded by visitors, not residents. In 2024, generated $510.8 million in direct travel spending, $29 million in local tax revenue (2.4% increase over 2023), supported 3,419 local jobs, and contributed to 82% of the Town’s sales tax revenue. Without tourism, each resident household would pay an extra $5,110 annually to sustain public services and support workforce housing and childcare solutions. Every day, visitors inject $1.4 million into the local economy and generate $79,452 in local tax revenue, helping to sustain the quality of life and amenities that make Estes Park such a vibrant place to live, work, and visit.
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About Visit Estes Park
Visit Estes Park is the official Destination Marketing Organization for Estes Park, Colorado. A Destinations International (DI) accredited DMO, Visit Estes Park's mission is to drive sustainable year-round economic growth by encouraging visitor demand. Estes Park, just 90 minutes from Denver, is the basecamp for Rocky Mountain National Park offering outdoor experiences, activities, dining, shopping and an environment that is welcoming and approachable. Known for world-class adventure, resident wildlife and scenic beauty, Estes Park is Colorado’s quintessential mountain town. To learn more, go to VisitEstesPark.com.
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