The YMCA of the Rockies Is Working to Diversify the Outdoors
Nestled atop the Colorado Rockies are two properties that exemplify the majesty of the great outdoors. Estes Park, seventy miles from Denver, features 860-acres of mountains with accommodations ideal for weekend getaways and features hiking, fishing, roller-skating and more. Snow Mountain, comprised of 5,100 acres, is a wonderland situated near Granby Colorado and is renowned for its Nordic winter sports. What is most unique about Estes Park and Snow Mountain Ranch are their affiliation with the YMCA, specifically, the YMCA of the Rockies, an organization that promotes a ‘healthy spirit, mind, and body for all.’ Underscoring “for all” is the YMCA of the Rockies’ commitment to the principles of inclusion as evidenced by its current efforts to connect both properties with diverse communities of color.
To lead this initiative deeply rooted in its mission, the YMCA of the Rockies tapped sales veteran Dzidra Junior, a hospitality expert, and past president of travel and tourism association, the National Coalition of Black Meeting Professionals, who moved to Colorado from a sales leadership position at the MGM in Las Vegas to take on the challenge.
“What drew me to the YMCA of the Rockies was not only its extraordinary beauty, but its purpose-driven desire to diversify the outdoors by cultivating underserved markets,” said Dzidra Junior, Vice President, Business Development. “It’s been rewarding to put the YMCA’s ‘for all’ commitment into action.”
The YMCA of the Rockies’ “for all” commitment is evidenced in its focus on multicultural marketing strategies by hiring the Marketing/PR agency, L.A.I. Communications, who has an expertise in reaching communities of color. The agency is leading the Y’s outreach to BIPOC organizations, travel influencers, and outdoor enthusiasts of color. For more information on the YMCA of the Rockies, visit https://ymcarockies.org.