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Tourism board hires Madden Media; county signs amended services contract for website rebuild

2981432 · March 25, 2025

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Summary

The county approved Amendment No. 1 to its services contract with Madden Media, adding $59,670 for a major rebuild of the county tourism website; the tourism board also introduced the agency’s marketing plan and creative campaign during a March 25 presentation.

The Board of County Commissioners approved Amendment No. 1 to the county’s services contract with Madden Media — the marketing agency selected by the Grand County Tourism Board — to add $59,670 for a major redesign and functionality overhaul of the county tourism website.

Presentation and scope: Representatives from Madden (Bria Hammock and Leslie Robalt) presented the agency’s Mountain West team, target audience analysis and proposed “Source of Your Wild” creative campaign. Madden outlined a full‑service approach: account management, paid and organic media, creative assets (photo/video), web analytics and iterative website testing. The firm emphasized targeting drive‑market visitors (within about 200 miles), increasing length of stay and encouraging off‑season visitation.

Website amendment: Tourism board staff briefed commissioners that the current tourism website is large (reported at roughly 500 pages), underused in some areas and needs new search and itinerary‑building tools, improved accessibility features and streamlined content. Amendment No. 1 adds the rebuild scope and approximately $59,670 to Madden’s 2024–25 contract to incorporate new site architecture, an AI‑enhanced site search and expanded accessibility (ADA) features.

Vote and comments: Commissioners voted to approve the amendment and authorized county staff to sign the contract documents. Commissioners asked that the tourism board and Madden prioritize responsible‑visitor messaging, off‑season marketing and inclusion of community content producers and local talent for creative assets.

Ending: Madden will proceed with website redesign work after contract signatures; tourism staff said they expect the new site to better support dispersal of visitors across the county and improve response during short‑term crises (e.g., closures or hazard messaging).