Barnhart Communications reviews 2025 tourism results; Fruita campaign to continue and expand in 2026

Fruita — Barnhart Communications presented a year‑in‑review of Fruita’s tourism marketing and outlined priorities for 2026, including expanded paid digital media, earned‑media outreach and a push to highlight the city’s food scene and events.

Ciara Eamon, the city’s communications and engagement manager, introduced the agency and said Barnhart began work with the city in January 2025 following an RFP and advisory‑committee recommendation. Barnhart representatives said the campaign — anchored by the creative tagline and mascot “Mike the Headless Chicken” — aimed to broaden Fruita’s image beyond mountain biking and to drive off‑season visitation.

Barnhart reported combined earned and paid media impressions in the tens of millions for 2025. The firm said paid media generated about 6,500,000 impressions and drove some 89,000 clicks; earned media produced additional widespread coverage and the firm estimated over 24,000,000 earned impressions in addition to paid activity. Barnhart also reported that the city newsletter has roughly 8,000 subscribers and that open rates are above industry average (about 34% compared with a typical 28–30%).

Planned 2026 efforts include further digital co‑op placements with the Colorado Tourism Office, national parks ads, seasonal co‑ops, a potential mascot video and traveling appearances, expanded outreach to reporters (statewide and regional) and a proposed “co‑op tower” creative concept. Barnhart said it is coordinating with the tourism advisory committee and the city on a web audit, additional landing pages and blogs to support campaigns.

Councilors asked how clicks and website traffic correlate to actual visitation and lodging revenue. Barnhart said that establishing causal links requires pairing media timing with lodging and foot‑traffic measures; staff noted potential to use PlaceAI and other local metrics to improve attribution. Councilors also raised interest in a culinary event planned for February and suggested coordination with the Chamber’s new culinary passport.

Barnhart indicated willingness to provide a condensed executive summary and slide materials for outreach to potential developers and partners.