Scherlin named a VP at Visit Estes Park

ESTES PARK — Amanda Scherlin will join Visit Estes Park March 16 as the destination marketing and management organization’s new vice president for visitor experience.

“We are thrilled to welcome Amanda to the team at VEP,” Sarah Leonard, Visit Estes Park’s CEO, said in a prepared statement. “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.”

VEP conducted a nationwide search, posting the position locally, in Colorado trade outlets and through Destinations International.

Marketing director Rachel Ward Opperman and operations director Rebecca Domenico-Gelsinger have left the organization, and Leonard plans to hire a data scientist and technology specialist by the end of the first quarter.are no longer with VEP.

Scherlin holds a master’s degree in 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.

As vice president for 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.

In 2024, visitors to Estes Park generated $510.8 million in direct travel spending, $29 million in local tax revenue (a 2.4% increase over 2023), supported 3,419 local jobs, and contributed to 82% of the Town’s sales tax revenue. 

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