Sustainability and the "Mile High City": What Denver Has Done to be Sustainable and Resilient

 

My Favorite DMO and Destination with the Best Practice of Sustainability and/or Resilience

Denver, Colorado, known as the “Mile High City” has surprised me as to how progressive they are in terms of adopting best practices for long-term sustainability and resilience. What makes Denver perhaps one of my favorite destinations and DMOs in terms of sustainability is how genuine the people and city of Denver are about adopting and incorporating green practices into their daily lives and operations.

I don’t have any personal connection to Denver. I have only been there once for a concert a couple years ago and to meet up with a friend. My friend, however, does have ties; she has family there and goes to visit them every so often. So, the things that I’ve heard about Denver were through her and she’s always told me about how beautiful it is over there. It has the Rocky Mountains which you can sometimes see in the far distance in certain areas outside the city. During my short time there I have seen the mountains ghosting in the distance and they are still breathtaking even from far away.

Other than the natural sights even though I wasn’t in the city for long, I can still feel a strong sense of community and how socially progressive the city is. And as I learned more about the city of Denver through just simply reading through the Visit Denver website, I see that they have made impressive strides towards reaching sustainability goals through enacting policy and action programs. On top of that they have a very strong hospitality and tourism industry as well as a rich local culture, history, and sense of community.

The Best Practice of Sustainability and/or Resilience

In terms of best practice, Denver has been incorporating sustainability and conservation in many aspects of their hospitality industry, from their local attractions to their hotels to their major sports stadiums. In November of 2018, the city of Denver enacted their Green Buildings Ordinance, which requires that new and existing buildings 25,000 square feet or larger must have some sort of sustainable roof system which include green roofs and/or spaces and solar or renewable energy to name a couple (“Denver’s Green Building Ordinance,”n.d).

This then led to commercial buildings adopting green/and or cool roof systems to not only better insulate the building, but most importantly reduce energy consumption. An excellent example of this is the Denver Botanic Gardens utilizing green roofs to practice sustainability through horticulture. The Mordecai Children’s Garden is the largest green roof in Colorado at a whopping 1.2 acres according to Tryba Architects, the firm who designed the project (Peterson, 2024). It sits on the very top of a parking structure across the street from the “Boettcher Building” which also has a green roof. The green roof on top of the “Boettcher building” is more so a display roof where guests can visually see how its irrigation system works, while the Mordecai Children’s Garden is more than just a display garden where guests can come visit and experience as well as look and admire (Peterson, 2024).

The Mordecai Children’s Garden was established in 2010 by the Denver Botanic Gardens and is “one of Denver’s first green rooftops” and where “kids of all ages can play and learn about six of Colorado’s ecosystems, which change in appearance with every system” (Visit Denver Staff, 2017). Basically, it’s a playground but instead of big, plastic play structures it’s substitute for foliage, plant life, water structures, and swinging bridges for kids to play on. However, one of the main aspects of green roofs is water conservation. According to director of operations Suzu Latona, The Denver Botanic Gardens were able to “’track over a million gallons of water saved over a 12-month period.’ Subsequent efforts, including leak and repairs and spigot upgrades, ‘added up to another million gallons saved, so 2023 over 2019 numbers is a 2-million-gallon water savings,’” (Peterson, 2024).

Why This is the Best Practice

All of Visit Denver’s efforts and achievements working towards and showcasing sustainable practices enhance their destination product development. It can serve as a differentiator from other U.S cities who are competing for tourism. Denver, being rich in sustainable attractions, activities, and even accommodations can draw in the type of traveler who seeks that kind of experience and wants to participate in sustainable tourism. Normalizing the idea of sustainability by incorporating green practices in many different aspects of normal, daily operations like recycling programs, more eco-friendly transportation like biking, green roofs on all major commercial buildings can help residents better accept change. This can make it a lot easier for Visit Denver and the city government to enact more programs and ordinances to reach their goals.

Benefits and Consequences for Consumers

As mentioned before, Denver has a lot of sustainable attractions and activities that can draw in certain travelers who want to have a sustainable tourism experience. In a blog post by Eric Peterson for Visit Denver, he compiled a list of sustainable hotel, restaurant, and transportation options for those visiting, as well as giving recommendations for what to do and where to shop. This includes visiting wildlife refuges, museums, and their mountain parks like the Red Rocks Park (Peterson, 2024). Denver is unique in that it’s a destination that seemingly has something for everyone in that it has both a vibrant, city atmosphere full of history and culture, as well as being known for their natural landscape perfect for hiking and outdoor activities. Even if sustainability is not necessarily on their minds, the average person can still find something to enjoy while visiting and still be kind to the planet at the same time.

Benefits and Consequences for the Destination, Tourism Industry and the Local Residents

As touched on before, Denver is given a competitive edge and differentiates other destinations competing for tourism by diversifying their destination product by potentially pursuing the sustainable tourism market and also marketing themselves to the meeting and event market as a city dedicated to sustainable practices (https://www.denver.org/meetings/denver-info/sustainable-meetings/denver-sustainability/). According to a paper by Abdelati Benur and Bill Bramwell titled, Tourism product development and product diversification in destinations, “in the case of product diversity, this can enhance destination competitiveness by offering varied experiences and activities,” (Benur and Bramwell, 2015, as cited in Bramwell, et. al, 2004, 2000, 2012, 2003).

For local residents, product diversity attracting more like-minded travelers can boost visibility of small businesses who are within that same niche. The paper then went on to say that product diversification can encourage “’alternative’ products that potentially are more socially and environmentally sustainable for destinations such as because they encourage appreciation of a destination’s special character, involve businesses that are locally owned, or because the products are small scale,” (Benur and Bramwell, 2015, as cited in Bramwell, et.al, 2004, 2000, 2003).

However, on the flipside while sustainable tourism and eco-tourism is all good and well, and it can bring in more tourists who want to support good practices. But it can also lead to overcrowding of, for example, natural landmarks and national parks, which can be potentially damaging to these places. According to an article by Greb Iacurci for CNBC on the record breaking attendance numbers for national parks in 2021, “on one hand its good that that Americans are visiting public lands in record numbers. But overcrowding has led to more litter, vandalism and traffic – stressing the park’s natural resources and wildlife and negatively impacting visitor’s experience” (Iacurci, 2021, Breaking records sec, para. 7).

How Can This Best Practice be Encouraged for Other DMOs?

The accomplishments and recognition that Denver has received from outside news outlets and media shows to other destinations and their DMOs that being ambitious in committing to best eco-friendly practices can have great outcomes. Showing how Denver is being sustainable and how other destinations can follow suit can be done through methods like digital marketing through the Visit Denver website, as well as through social media.

Posting about their public accolades on social media, on their website, and through traditional media is an excellent way to show the world and other DMOs what steps they have taken to help make the industry sustainable.

For example, Visit Denver cites having received several certifications and awards from various sustainability organizations and traditional media outlets on their official website. Various traditional media outlets have also reported on their achievements. Most notably in 2020, National Geographic U.K. published their Best of the World 2021 list where Denver ranked fourth in their sustainability category. According to reporting by CBS Colorado news, “the magazine points out Denver is moving towards 100% renewable energy by 2030, despite financial challenges posed by the pandemic. It lists initiatives such as having 125 miles of new bike lanes by 2023 and “planting” solar gardens as reasons for the city making the list,” (CBS Colorado, 2020, para. 5). Among their other achievements, in 2023 they received platinum status under the Event Industry Council’s Sustainable Event Standards (https://www.denver.org/meetings/denver-info/sustainable-meetings/denver-sustainability/).

The Organization that Should be in Charge of Encouraging More Sustainable and/or Resilient Practices by DMOs

Individual people can only do so much to do their due diligence and make sustainable or green changes in their lives. Whole communities and groups can make a better impact, but even then, their influence can only go so far. I truly believe the real power comes from the local governments within these destinations who can write up laws and ordinances like the Denver government to enact city wide change.

At the end of the day local and community governments have the power to make things happen. And to influence and persuade these governments we have activism and special task forces to go out and encourage change, in this case sustainability and resilience. In their annual sustainability report, Visit Denver mentions their Green Team which, “works to promote sustainability within our organizations, as well as the community and stakeholders we serve” (Visit Denver, 2022, p. 6).

If I Were in Charge of this Organization, Strategies, Tactics and Actions that I Would Use to Encourage More Sustainability and/or Resilience

Destinations around the world are enacting new laws and regulations and putting together projects to make their cities more sustainable. According to the United Nations World Tourism Organization, in order for a destination to maintain long term sustainability there must be a balance between three dimensions, which are environmental, economic, and socio-cultural ("Sustainable development." n.d.). This is essentially the triple bottom line approach to destination sustainable development as explained in the Marketing and Managing Tourism Destinations textbook by Alastair Morrison, which also states there must be a balance of the three pillars or goals, which entail specific key points, which are similar to that of the UNTWO’s.

How I would encourage more sustainability and resilience if I were in charge is to continue to emphasize these three pillars, and perhaps try to pass ordinances and laws like how the Denver government has done with their green roof ordinance. I would give more funding to local organizations big and small who are actively trying to make a change in their communities. And spotlighting our local communities by investing money in public institutions like zoos, libraries, museums, and others.

My Role in Supporting and Improving Sustainability and/or Resilience of Tourism Destinations as a Consumer and/or Industry Practitioner

The topic of sustainability and resilience in the tourism and hospitality industry is an ongoing conversation among stakeholders and world industry leaders. This coincides with another ongoing topic, over tourism and mass tourism. Up until the pandemic, over tourism was causing much strife between locals and tourists, overconsumption of resources, damage to cultural and national landmarks, and contributing to adverse environmental impacts like climate change. However, despite the challenges, the industry is changing for the better.

My role to keep supporting that change is to do my part and listen to those in my community and learn about other destination’s communities on how I can participate and support change within the tourism industry. I believe doing my best to not contribute to what brings other communities down is a good way to support resilience in my own destination, Orlando, Florida as well as others. Whether that’s by respecting and supporting local cultures by buying locally or from small businesses, travelling by utilizing public transportation whenever possible, or supporting the national parks and conservation.

References

Benur, A.M and Bramwell, B (2015). Tourism product development and product diversification in destinations. Tourism Management (50), 213-224. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0261517715000412?via%3Dihub

CBS Colorado (2020). National geographic touts Denver’s sustainability, places mile high city on best of the world 2021 list. Retrieved from https://www.cbsnews.com/colorado/news/national-geographic-touts-denver-sustainability-best-world-2021-list/

Denver’s green buildings ordinance. (n.d). Retrieved April 20, 2024 from, https://www.denvergov.org/Government/Agencies-Departments-Offices/Agencies-Departments-Offices-Directory/Community-Planning-and-Development/Plan-Review-Permits-and-Inspections/Commercial-and-Multifamily-Projects/Green-Buildings-Ordinance

Iacurci, G. (2021) National parks are booming. That may ruin your next trip. Retrieved from https://www.cnbc.com/2021/08/22/national-parks-are-booming-that-may-ruin-your-next-trip.html

Morrison, A.M (2019) Marketing and managing tourism destinations (2nd E.d). New York: Routledge

National Geographic. (2020). Best of the world: Dream now, go later. Retrieved from https://nationalgeographicpartners.com/2020/11/national-geographic-announces-coveted-best-of-the-world-2021-l/

Peterson, Eric (2024). Denver botanic gardens sets the bar for sustainable. Retrieved from https://www.denver.org/blog/post/botanic-gardens-sustainability/

Peterson, Eric (2024). Denver green hotels, bars, and restaurants for your visit. Retrieved from https://www.denver.org/blog/post/sustainable-trip/

United Nations World Tourism Organization (n.d.) Sustainable development. Retrieved from https://www.unwto.org/sustainable-development

Visit Denver (2022) Annual sustainability report. Retrieved from https://assets.simpleviewinc.com/simpleview/image/upload/v1/clients/denver/Visit_Denver_Annual_Sustainability_Report_2022_2a9e847f-8918-4c8e-bf38-a88d527b7f34.pdf

Visit Denver Staff (2017) Only in Denver: Mordecai children’s garden at Denver botanic gardens. Retrieved from https://www.denver.org/blog/post/only-in-denver-mordecai-childrens-garden-at-denver-botanic-gardens/

Visit Denver and city of Denver sustainability. (n.d). Retrieved April 21, 2024 from https://www.denver.org/meetings/denver-info/sustainable-meetings/denver-sustainability/