The Value of First Impressions – Why Downtown Boulder Is More Important Than Ever – Boulder Daily Camera

Last Wednesday at 5 p.m., rain poured down, thunder roared, and drenched shoppers hid in store alcoves and doorways to escape the wind. But as quickly as the storms came, the skies cleared, and later that evening, hundreds of happy concertgoers enjoyed the inspiring tunes of Hazel Miller and the Collective playing at Bands on the Bricks. Just another fantastic summer night in downtown Boulder.

Yes, ladies and gentlemen, it is officially my first summer here, and as I soak up all the momentum of this incredible place, I am very aware that my time of firsts is coming to an end. For those of you, dear readers, who have had the privilege of being in this community for many years, I invite you to think back to your first walk down Pearl Street Mall, your first visit to the Boulder Book Store, Peppercorn, and the Farmers’ Market. That first experience left quite an impression, didn’t it? The fact is, first impressions count.

And speaking of first impressions, Boulder is about to get a lot of new visitors. Have you been to the Moxy Hotel on the Hill? It opened late last month, and its modern facade, hip interiors, and attractive landscaping have already brought life to the Hill. These hotel guests are making themselves known and bridging the short distance between CU Boulder and downtown.

This influx of visitors is just a taste of what’s to come in 2026, when the Limelight Hotel and Conference Center opens, adding 252 additional rooms, meeting space for up to 1,000 people and 500 additional parking spaces. Limelight is known for its properties in Aspen, Snowmass, Ketchum and Denver.

These long-awaited new amenities will attract visitors who will provide much-needed economic activity, vibrancy and connectivity to downtown. As we navigate efforts to fill vacant office space, address public safety concerns and create the next winning streak for Boulder, it’s exciting to imagine what could happen. In that group of business travelers could be an entrepreneur who falls in love with this place and moves here to open the next Celestial Seasonings or Crocs or start the next Shakespeare Festival. And speaking of festivals…may I get excited about the possibility of Sundance moving to Boulder? A huge thank you to Visit Boulder for advocating for the relocation of this creative juggernaut from Park City.

But if celebrities and tourism aren’t your thing, here’s a more practical example of how Boulder can continue to thrive by making a positive first impression with new businesses. On June 20, the City Council voted to make some much-needed changes to the land use ordinance to make the development review processes simpler and more consistent. Simply put, it will now be easier for entrepreneurs and small businesses to start and grow new businesses, especially under the use review process (i.e., if a new restaurant moves into an old restaurant, there will be an expedited process). This positive change has been a long time coming, and with 30% of office space downtown sitting vacant, we need all the help we can get to find new tenants and get operations up and running.

We may only have one chance to make a good first impression. And just like the weather, it can change at any moment. Let’s keep our heads up, continue to support downtown, and love the locals.

Bettina Swigger, CEO of Downtown Boulder Partnership, is passionate about public spaces and the intersection of creativity, commerce and community.