Learn how this Colorado city is protecting “Nature’s Trifecta” and vast public lands that draw outdoor adventurers. Today’s guest is Elizabeth Fogarty, Director at Visit Grand Junction. She shares the innovations and strategy behind Grand Junction’s Outdoor Adventure Pass, an app that rewards visitors for exploring lesser-known areas, including 100 local trails. This is part of a proactive approach to prevent the overcrowding plaguing other Colorado mountain towns, using real-time data and behavioural insights to stay ahead of problems rather than react to them.

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