The Colorado Springs Chamber & EDC is launching a new branding campaign to sell the city as a place for businesses to invest to achieve great things.

The Chamber’s Chief Operating Officer, Dani Bolling, previewed the “Source Colorado Springs” brand to the City Council on Monday morning as part of the group’s annual presentation on the Lodger’s and Auto Rental Tax on hotel rooms and motor vehicle funding the chamber receives from the city.

The main idea for the campaign is that “Colorado Springs exists to expand what’s possible,” and the chamber will pitch the city as a place where businesses can achieve what has never been done elsewhere. Other ad slogans shown on Monday emphasized the mountain view and the pool of skilled workers with military or Olympic experience.

“Everyone claims innovation, everyone has their own quality of life and great talent pool, but very few own a distinct and memorable narrative,” Bolling said. “We will be having media training for folks and business leaders so everyone is singing from the same songbook.”

The Chamber has been working on a rebrand for several years to find ways to sell the city as a business destination. When Bolling talked to the City Council last year, she mentioned that the “Olympic City USA” brand owned by the city did not resonate widely with businesses.

The Chamber ran rounds of focus groups and outreach with local marketing agency Vladimir Jones to see what companies knew about Colorado Springs. Bolling said that most people only knew the city as a tourism destination, which was why the Chamber wanted to create a more business-centric campaign.

“If our goal, and part of that LART mission, is to be that national storyteller, we need trained spokespeople to be aligned in that messaging,” Bolling said.

As part of the effort to create a consistent brand, existing businesses will be asked to use the “Source Colorado Springs” brand as they recruit new employees.

In 2025, the Chamber received $750,000 from the lodging tax, which is collected from hotel stays and rental cars and allocates them to groups that bring in even more tourism revenue. Councilmember Dave Donelson asked Bolling for examples of how the Chamber’s spending and the new brand might help bring in visitors.

Bolling replied that the Chamber’s primary role was in recruiting industry conferences to move their meetings to the city. They were primarily aiming for events with around 500 visitors, including a symposium for the Institute for Professionals in Taxation scheduled for November and a potential conference on cybersecurity.

The City Council received another presentation earlier Monday from Visit COS, which was budgeted to receive around $5.7 million in LART funds this year to attract tourists and economic development. In total, the LART fund was budgeted to provide around $10 million to partner organizations in 2026.