Great Falls daily tribune., 1920-12-12
TO CAPITALIZE SCENIC BEAUTY
AIM OFPARK- -TO-PARK HIGHWAY
Denver Tourist Bureau Organized to Make Natural
Attractions of Country Permanent Assets OF the
Public; Many People Brought to Colorado City
to View Wonders of Nature.

reservations of the beauty spots OF
nature, inaugurated some years ago into
a national policy, has developed into
sound economic business proposition.
The idealist who, Fin the love of nature
holds communion with her visible forms,
has been succeeded by the regenerated
utiliterian who now realizes that the
maintenance of the museums OF ma
ture" throughout the country IS as near
conformity as possible to their prim-
ltive state is q greater commerclal as
set, besides a vast contribution to the
enjoyment Of thousands, than their ap-
preparation for strictly utiltarlan uses.
Capitalizing scenic attractions mas
become an exact science IN some paFts
OF the country with perhaps as notaDle
an example as can be found anywhere
in the organization known as the Denver
tourist bureau.
Business Methods Used.
This organization has by application
Of sound business principles and rare
initiative made new record IN sales
manship in selling to the world the na-
tional parks, national monuments ana
other scenic attractions of Colorado ana
the west to the national and ntelna-
tional tourists who have come III III
creasing numbers to the ROCKY noun
tain region, attracted by the allurihg
advertising
by this organization.
For many years Denver had been
spending large sums of money III OBJ
tanning and entertaining natlona! CON
yentions several times contributing III
excess of 100000 for single conyen-
ton of a few thousand people who re
mained in the city less than week
time. In 1915 about thirty business
men undertook the raising OF tunds 10
elvva
for Denver and northern Colorado tor
the purpose of developing tourist travel.
The money was expended in the estao-
lishment of main and branch bureaus
and in q comprehensive advertising ana
publicity campaign, the bureau unoeflah-
inc to act as q clearing house between
those planning to take trips ana those
who had attractions to offer the 'f"N-
eler and pleasure seeker
The phenomenal success that has az
tended the work of the bureau has at
tracted attention nationally and inter
nationally and with it desire to know
the secret of the remarkable growth III
travel to Colorado accomplished through
the efforts of the organization.
Newspapers Important.
Artistry in we'll placed newspaper
and magazine advertising has been q
dominant factor. Hundreds Of artlstIe
photographs, taken with selected mod-
els especially for this purpose, turnlsh-
ed unusual facilities for illustrating tAe
advertisements as well as the numerous
articles furnished by the pu6hcity oe-
partment of the bureau. Besides speclaI
articles exnloiting the scenic attrac-
tions of the state, frequent letters were
sent to a large list of newspapers con
tanning news items of special interest,"
70 irrespective tourists. The adTertls-
inc and publicity department uses Gil
mate and scenery as the magnet 10 brlhS
the people to the state, where they see
IN addition to climate ana scenery mn!
ing. agriculture, manufacturing: no
culture and livestock possibilities that
interest them in becoming permanent
citizens of Colorado, for 1t is realized
TINT the tourist of today IS the citizen OF
tomorrow. The advertising department
has expended S245,OO0 in the tive years
that the bureau has been in existence
With the result that in the retail business
in August which was the poorest mohth
of the year, is now, next to december
the best month of the year. The con
dition is the same in the real estate busi-
ness. manufacturing. automobile. agrl-
culture. and all other industries nave
been greatly benefited
Has Many Branches
Through its main office in Denver
and the branch offices at Chicago, kan
sas City. St Louis, Los Angeles an'
Colorado Springs. the bureau distribute
annually upwards of 1,250.oOO pieces o
literature including the publications, IS
sued by the beauru those furnished D,
railroads. commercial organizations, no
tel and summer resorts, and such ma
tional organizations as the natlona
parks bureau at Washington. The es
tablishment Of bureau at the t,mol
station brought remarkable results Y
insuring suitable stopping places for th
thousands of tourists who come annuail
through the great station. The last an
nual report of the bureau shows 43,oo
Inquiries over the information couiGte
of the main bureau; 1870 at the unio'
station bureau, making the total for "a
two Denver offices of 62,1T. IN
number Of inquiries from branch bureau
was 32,113, or a grand total Of 94,2
inouiries over the counter for 1919, an
a total number Of mail inquiries for al
bureaus of 10,457.
Makes Good HeadWay.
The Denver tourist bureau, III som
respects, has accomplished in five year