Seasoned destination marketing leader brings 15 years of strategic branding and stewardship expertise to the organization
ESTES PARK, Colo. (Feb. 26, 2026) — Visit Estes Park (VEP), the official destination marketing and management organization for the Estes Park Local Marketing District, is pleased to announce that Amanda Scherlin will be joining the organization on March 16 as the new Vice President of Visitor Experience.
“We are thrilled to welcome Amanda to the team at VEP. Amanda’s forward-thinking approach to visitor experience makes her an exceptional addition to the team. She understands the balance between enhancing the guest journey and supporting our local stakeholders,” said Sarah Leonard, CEO of VEP. “I am confident that in this role, Amanda will strengthen our destination strategy, elevate how we connect visitors to our community, our businesses, and the natural beauty that makes Estes Park and the surrounding area so special.”
VEP conducted a nationwide search, posting the position locally, in Colorado trade outlets, and through Destinations International. After interviewing several highly qualified candidates, Scherlin quickly emerged as the top choice.
Scherlin holds a Master of Business Administration and brings 15 years of experience in destination marketing, branding and integrated strategy, including nearly a decade working directly within destination marketing organizations. She previously served in leadership roles with the Wyoming Office of Tourism and Visit Casper, where she developed and executed comprehensive marketing strategies, led brand and content initiatives, and managed integrated campaigns.
At Madden Media and Miles Partnership, she provided strategic consulting for destination clients, developed marketing plans, managed multimillion-dollar portfolios, and collaborated with the Colorado Tourism Office to execute the Colorado brand across multiple channels. She also oversaw forecasting and financial management for a $4.4 million portfolio, including $2 million in owned-channel advertising revenue.
Throughout her career, Scherlin has built a reputation for crafting strategies that drive community alignment, increase visitation and generate meaningful economic and cultural impact.
“This role brings together so much of what I care about — a passion for the travel industry, a commitment to creating meaningful visitor experiences, and a deep love for Estes Park and the American West. Having grown up just north in Wyoming and now putting down roots in Northern Colorado, I have a strong appreciation for what makes Estes Park such a special place to visit, work, and call home. Joining VEP at this moment of great opportunity is both an honor and a responsibility I don’t take lightly. I’m excited to collaborate with such a talented, innovative team and to help shape a visitor experience that supports the long-term success of the Estes Valley,” said Scherlin.
As vice president of visitor experience, Scherlin will provide executive leadership for the strategic design and stewardship of the full visitor lifecycle for Estes Park and the surrounding area. The role integrates destination marketing, digital engagement, visitor services and in-market experience initiatives into a cohesive framework informed by data, planning and community input.
Reporting to the CEO, she will collaborate with internal leadership, public agencies, businesses, community stakeholders and regional partners to align marketing and management strategies with long-term destination readiness, stewardship, sustainability, visitor experience, and resident quality of life.
Scherlin lives in Northern Colorado and is a passionate advocate for the outdoors. She enjoys hiking, cooking, drawing and painting, and takes art classes to continually challenge her creativity. Inspired by a locally published book featuring Colorado places named after women, she has set a goal to hike to as many of those sites as possible this year.
As the leading economic driver in the Estes Park Local Marketing District, tourism provides substantial benefits that are funded by visitors, not residents. In 2024, visitors generated $510.8 million in direct travel spending, $29 million in local tax revenue (2.4% increase over 2023), supported 3,419 local jobs, and contributed to 82% of the Town’s sales tax revenue. Without tourism, each resident household would pay an extra $5,110 annually to sustain public services and support workforce housing and childcare solutions. Every day, visitors inject $1.4 million into the local economy and generate $79,452 in local tax revenue, helping to sustain the quality of life and amenities that make Estes Park such a vibrant place to live, work, and visit.
For more information about Visit Estes Park and the Estes Valley, check out VisitEstesPark.com and Facebook, Instagram, and LinkedIn.
About Visit Estes Park
Visit Estes Park is the official Destination Marketing Organization for Estes Park, Colorado. A Destinations International accredited DMO, Visit Estes Park's mission is to drive sustainable year-round economic growth by encouraging visitor demand. Estes Park, just 90 minutes from Denver, is the basecamp for Rocky Mountain National Park offering outdoor experiences, activities, dining, shopping and an environment that is welcoming and approachable. Known for world-class adventure, resident wildlife and scenic beauty, Estes Park is Colorado’s quintessential mountain town. To learn more, go to VisitEstesPark.com.
Media Contact:
Papae Litchfield, Public Relations & Advocacy Manager
423-421-2174 (Cell)
Photo Credit: Courtesy of Amanda Scherlin. Download HERE.
