Leadership transition The resort recently appointed a new CEO (Douglas Hayes) in May 2026 and is in a post-transition phase including ongoing CEO search after the retirement of Kevin Flohr. Sales opportunities could focus on executive-level partnerships, strategic sponsorships, and high-touch hospitality solutions aligned with a new leadership agenda.

Awards and engagement Seven Locals' Choice Awards in 2026 and active participation in local events indicate strong community ties and high local brand affinity. Leverage this by offering localized marketing campaigns, community sponsorships, and loyalty programs that resonate with the resident population.

Community partnerships Longstanding collaboration with Veterans Affairs and DAV showcases a commitment to charitable and veteran-focused programs. Explore partnerships around veteran experiences, donation-driven packages, and CSR initiatives that can enhance brand equity while driving occupancy and spa revenue.

Seasoned asset As one of Colorado’s oldest and most iconic attractions with a flagship hot springs pool, the property presents a stable guest base and upmarket demand. Target premium hospitality tech, guest experience enhancements, and exclusive packages to capitalize on established brand equity.

Growth readiness Revenue range of $25M-$50M and ongoing leadership changes suggest openness to scalable solutions such as enterprise marketing tech, CRM optimization, and vendor partnerships for hospitality operations, IT security, and employee experience that support growth and efficiency.