Visit Longmont
Visit Longmont is the official 501(c)(6) nonprofit destination marketing organization for Longmont, Colorado, promoting the city to leisure travelers, meeting planners, and local tourism businesses via its website, visitor guides, and events, funded primarily through Tourism Improvement District assessments.
- Company typePrivate
- Founded2008
- HeadquartersLongmont, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Visit Longmont does
Visit Longmont is the official destination marketing organization (DMO) for Longmont, Colorado, operated as a 501(c)(6) nonprofit under the legal name Longmont Area Visitors Association. Founded in 2008, the organization promotes Longmont to leisure travelers, meeting and group planners, cultural tourists, and local tourism businesses, with a focus on the area's craft beverage scene, outdoor recreation, and proximity to Rocky Mountain National Park, Boulder, Denver, and Fort Collins. Its primary digital property is visitlongmont.org, built on the SimpleView CRM platform, which provides event calendars, attraction listings, itinerary planning, a partner extranet, and a request-for-info workflow for meeting planners. Supporting products include a free physical and digital visitor guide, an eNewsletter subscription service, a Meetings & Groups sales channel, and the Monty the Longmonster mascot community-engagement program launched in September 2024.
The organization is funded primarily through assessments collected by the Longmont Tourism Improvement District from tourism-related businesses, supplemented by partner memberships. It is governed by a multi-stakeholder board representing accommodations, outdoor recreation, arts and culture, sustainability, the City of Longmont, and the Longmont Downtown Development Authority. The staff consists of four individuals (CEO, Tourism Manager, Visitor Center & Office Manager, and the Monty mascot), supported by the board and a non-voting City of Longmont ex-officio representative. Revenue is not publicly disclosed.
In April 2026, John Ricks assumed the CEO role, succeeding Sarah Leonard (who departed in December 2025 to lead Visit Estes Park). Ricks previously directed the Nebraska Tourism Commission for nine years and served as associate director of the Colorado Tourism Office. The organization is actively positioning to capture spillover demand from the 2027 Sundance Film Festival relocation to nearby Boulder, and continues to build cultural-tourism programming around long-running events such as the Boulder County Fair (Colorado's oldest, since 1869) and the 25+ year Día de Muertos celebration.
Visit Longmont firmographics
Firmographics- Name
- Visit Longmont
- Legal name
- Longmont Area Visitors Association
- Website
- https://visitlongmont.org
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Visit Longmont is the official 501(c)(6) nonprofit destination marketing organization for Longmont, Colorado, promoting the city to leisure travelers, meeting planners, and local tourism businesses via its website, visitor guides, and events, funded primarily through Tourism Improvement District assessments.
- Ownership category
- akta.pro rank
Visit Longmont industry classification
Industry- Product category
- Destination Marketing / Tourism Promotion
- NAICS
- Convention and Visitors Bureaus (561591)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)
- akta.pro secondary industries
- Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)
Keywords
Where Visit Longmont is headquartered
LocationHeadquarters
- HQ city
- Longmont
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Visit Longmont business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Tourism Improvement District Funding: Funding through the Longmont Tourism Improvement District, which collects assessments from tourism-related businesses to fund marketing and promotion activities
- Partner Memberships: Business toolkit and partner programs for local tourism businesses including the Longmont Tourism Improvement District and community conversations
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Visit Longmont product offering
Product offeringCore offering
Visit Longmont is the official destination marketing organization (DMO) for Longmont, Colorado, operating as a 501(c)(6) nonprofit under the legal name Longmont Area Visitors Association. It promotes Longmont as a visitor destination through a comprehensive website featuring event calendars, attraction listings, dining and brewery guides, lodging directories, itineraries, and visitor guides, supplemented by an eNewsletter, meetings & groups planning resources, and community engagement programs including the Monty the Longmonster mascot.
Product overview
Visit Longmont is a 501(c)(6) nonprofit destination marketing organization (DMO) that operates primarily as a tourism promotion entity rather than a technology product company. The organization's core offering is the Visit Longmont destination website, complemented by visitor guides, an eNewsletter subscription service, and Meetings & Groups planning resources. The portfolio centers on promoting Longmont, Colorado as a visitor destination through digital platforms, printed materials, and community engagement programs including the Monty the Longmonster mascot initiative. No commercial software products, SaaS platforms, or API products are offered.
Differentiator
Problem solved
Functional benefit
Products and services
- Visit Longmont Website Comprehensive destination marketing website featuring event calendars, attraction listings, itineraries, visitor guides, restaurant and brewery directories, lodging information, outdoor activity listings, and a partner portal for travelers planning trips to Longmont, Colorado.
- eNewsletter Subscription Free email newsletter subscription service that keeps subscribers updated on Longmont-area events, attractions, itineraries, and community happenings.
- Free Visitor Guide
- Meetings & Groups Services
- Monty the Longmonster Mascot Program Community mascot program featuring Monty the Longmonster, a green creature representing Longmont's playful personality, who appears at community events, breweries, and promotional activities to drive brand engagement.
Companies that use Visit Longmont
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Visit Longmont technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Visit Longmont partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, core and minor.
- Sundance Film FestivalflagshipStrategic positioning to capitalize on Sundance Film Festival moving to Boulder in 2027. Promoting Longmont as an ideal home base for festival attendees seeking accommodations away from crowds.
- Longmont Downtown Development AuthoritycoreCollaborative partnership supporting downtown tourism and economic development. Joint marketing for downtown attractions, events, and creative district designation.
- Longmont Tourism Improvement DistrictcoreFormal tourism improvement district with assessment-funded marketing programs. Visit Longmont manages marketing initiatives funded by assessments on tourism-related businesses.
- City of LongmontcoreFormal public-private partnership with city government. City representation on Board of Directors and funding support for destination marketing activities.
- SimpleView CRMcoreTechnology platform provider for website, CRM, event management, and partner portal. Powers Visit Longmont's digital infrastructure and destination marketing tools.
- Latino Chamber of Commerce of Boulder CountyminorPartnership supporting Hispanic-owned businesses and promoting tourism that reflects the city's diversity and entrepreneurial spirit.
- Firehouse Art CenterminorCultural partner for ArtWalk events and Catrinas on Parade exhibitions during Día de Muertos celebrations.
- Boulder County FairgroundscoreVenue partnership hosting the Boulder County Fair and Longmont Farmers Market (longest-running market season in Colorado, April-November).
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Visit Longmont competitors and assessment
Company assessmentRegional players
- Visit Estes Park: The DMO for Estes Park, Colorado, the primary mountain gateway adjacent to Rocky Mountain National Park. Directly comparable as a Colorado-based small-team destination marketing organization; notably, Visit Estes Park just hired Visit Longmont's former executive director as CEO, making it an unusually close operating peer.
Direct peers
- Destination DC: The destination marketing organization for Washington, D.C., notable for its Tourism Improvement District-style funding model and heavy emphasis on meetings, conventions, and group sales. Comparable in funding structure (assessment-based) and group/convention focus.
- Visit Boulder: The DMO for Boulder, Colorado, located roughly 15 miles from Longmont. Comparable as a Front Range destination marketing organization running events, content, and group sales, and will be the host city for the 2027 Sundance Film Festival that Visit Longmont is positioning to capture spillover from.
- Travel Portland: A city-level destination marketing organization for Portland, Oregon, with a comparable mix of leisure content, event promotion, and group/meetings sales. Useful peer for benchmarking DMO operating models, content strategy, and partner engagement.
- Experience Scottsdale: A well-resourced U.S. city-level destination marketing organization using content marketing, events, and group sales to drive leisure and meetings demand. Comparable as a DMO of similar operational shape and target segments (leisure travelers, meeting planners, culinary/brewery tourism).
- Visit Austin: The DMO for Austin, Texas, with a strong focus on events, festivals, culinary experiences, and music-driven cultural tourism. Comparable as a city-level DMO monetizing cultural events and a strong food/beverage scene, similar to Longmont's brewery-forward positioning.
Broad incumbents
- Visit Denver: The DMO for the Denver metropolitan area, a larger and far better-resourced destination marketing organization operating in the same Front Range geography. Comparable in function (DMO promoting Colorado visitation) but materially larger in budget, staff, and brand reach.
- Colorado Tourism Office: The state-level destination marketing organization promoting Colorado tourism nationally and internationally. Comparable as the public-sector tourism marketing peer; the new Visit Longmont CEO previously served as associate director of this office, creating direct institutional overlap.
- Brand USA: The national destination marketing organization for the United States. Comparable in mission (destination promotion) but operating at a national rather than city scale; useful reference for macro tourism trends and inbound demand patterns affecting Longmont.
Others
- SimpleView: The CRM, website, and destination marketing platform provider powering Visit Longmont's digital infrastructure and partner extranet. Comparable as the technology enabler for the DMO; also a useful peer for benchmarking the cost and capability of DMO tech stacks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Visit Longmont social profiles
Digital presenceVisit Longmont financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Longmont leadership team
Management profileNumber of profiles
Profiles11 records
Visit Longmont funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Longmont M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Longmont
What does Visit Longmont do?
Visit Longmont is the official destination marketing organization (DMO) for Longmont, Colorado, operating as a 501(c)(6) nonprofit under the legal name Longmont Area Visitors Association. It promotes Longmont as a visitor destination through a comprehensive website featuring event calendars, attraction listings, dining and brewery guides, lodging directories, itineraries, and visitor guides, supplemented by an eNewsletter, meetings & groups planning resources, and community engagement programs including the Monty the Longmonster mascot.
Is Visit Longmont a public or private company?
Visit Longmont is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Visit Longmont founded?
Visit Longmont was founded in 2008. It employs 1 to 10 people.
Where is Visit Longmont based?
Visit Longmont is headquartered in Longmont, United States, in the North America region.
How does Visit Longmont make money?
Two revenue lines are on record. Tourism Improvement District Funding is the primary driver. The others are partner Memberships.
Who are Visit Longmont's main competitors?
Visit Estes Park is listed as a regional player. Direct peers are Destination DC, Visit Boulder, Travel Portland, Experience Scottsdale and Visit Austin. Broad incumbents are Visit Denver, Colorado Tourism Office and Brand USA. SimpleView is listed as an others.
Does Visit Longmont have an API?
No public API is recorded for Visit Longmont.
What industry is Visit Longmont in?
Visit Longmont's product category is Destination Marketing / Tourism Promotion. Its primary akta.pro industry code is THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers), with a secondary code of THAKAEAF, Adventure & Outdoor Local Operators (Trekking/Safari/Diving). Its NAICS code is 561591 and its SIC code is 7900.