ZEPPELIN DEVELOPMENT: A-Frame Club & The Western Hotel & Spa
Zeppelin Development is a visionary real estate firm based in Denver, Colorado. Known for their focus on creative placemaking and intentional design, they have expanded their portfolio to include hospitality ventures like A-Frame Club in Winter Park and The Western Hotel & Spa in Ouray. Both properties offer a distinct blend of style, community, and immersive experiences.
Company Overview
A-Frame Club provides a modern alpine experience featuring architecturally striking cabins, vibrant dining, and outdoor lifestyle appeal in Winter Park. The Western Hotel & Spa is a meticulously restored property that combines rustic charm with contemporary wellness offerings in the mountain town of Ouray. Both properties embody Zeppelin’s commitment to design-forward, community-rooted spaces.
Client
Zeppelin Development properties: A-Frame Club and The Western Hotel & Spa
Goal
Broaden awareness for both hotel properties
Components
Fractional CMO, marketing and event strategy, public relations, social media, website management, and content creation.
Objective
Elevate brand visibility and increase engagement utilizing ‘earned media,’ social and digital platforms and strategic collaborations to support bookings, events, and broaden brand position for A-Frame Club and The Western Hotel & Spa.
Photos by Werk Creative
“Carrie and the team at Bold Story Marketing were amazing to work with: a multifaceted and organized team who delivered results. We had them working on Marketing, PR and Events and would highly recommend.”
Bold Story Scope
Fractional CMO
Developed a comprehensive marketing strategy to align with brand vision and business goals.
Created integrated content calendars, identified KPIs, and planned cross-platform campaigns.
Attended weekly client meetings and provided quarterly marketing recaps with insights and recommendations.
Public Relations
Managed proactive and reactive media relations efforts across national and regional outlets.
Created storylines, built media lists, and conducted targeted outreach and follow-ups.
Coordinated media stays and collaborated with journalists on visuals and interview logistics.
Social Media Management
Planned and executed platform-specific content strategies for Instagram and Facebook.
Managed accounts, created content, and executed posting and engagement tactics.
Responses to followers to increase engagement and answer questions.
Influencer Relations
Sourced, vetted, and collaborated with influencers aligned with brand values.
Coordinated stays, content deliverables, and approvals for social and blog content.
Collected and organized high-quality photo and video assets for reuse.
Advertising & Paid Media
Managed Google Ads and paid social campaigns for brand awareness and booking conversion.
Conducted targeting, creative direction, budgeting, and reporting.
Assessed media opportunities and sponsorships for high-ROI placements.
Email Marketing
Designed and deployed branded email campaigns for newsletters, press, promotions, and events.
Transitioned automated systems and ensured alignment with campaign timing and goals.
Monitored performance and optimized for open and click-through rates.
Website Management
Executed website updates including photo, copy, and structural edits.
Developed and maintained press sections and landing pages.
Integrated SEO strategies and managed user experience improvements.
Design & Collateral
Created sales kits, print assets, flyers, signage, and promotional materials for both properties.
Led visual brand refreshes and campaign-specific designs.
Managed brand-aligned photography including photoshoot planning and production.
Event Strategy
Fielded and managed event inquiries and bookings across weddings and corporate events.
Updated pricing structures, created event materials, and handled event promotions.
Planned and executed industry planner events at each property, with strong attendance and lead generation.
Reputation & Community Engagement
Responded to online reviews across platforms such as Google, Yelp, TripAdvisor, and OpenTable.
Shared positive reviews through owned channels to build credibility.
Supported donation and nonprofit partnerships to strengthen local presence.
Partnership Development
Built and maintained partnerships with local businesses and tourism boards.
Coordinated collaborative promotions, discounts, and referral opportunities.
Researched and pitched new partnerships aligned with brand goals.
results
Public Relations
Secured over 20 earned media placements across outlets such as Travel + Leisure, Conde Nast Traveler, 5280, Men’s Journal, and Sunset Magazine, generating more than 13 million impressions.
Social Media Growth
A-Frame Club gained over 7,000 new Instagram followers and reached 162,000 accounts.
The Western doubled Instagram followers to 9,482 and increased interactions by 100%.
Facebook reach for A-Frame increased by 937%, and The Western’s Facebook reach grew by 68%.
Influencer Campaigns: Collaborated with influencers across Instagram, YouTube, and TikTok, reaching a combined audience of over 2.6 million followers.
Advertising Performance
A-Frame Club’s Google Ads generated 22,000 clicks with over 540,000 impressions.
The Western's Google Ads generated 8,685 clicks with over 98,000 impressions.
Paid social campaigns reached over 760,000 users collectively across both properties.
Events & Revenue
Managed 360+ event inquiries leading to $248,000 in event revenue.
Email Engagement
Email campaigns averaged open rates between 34%–51% and click-through rates up to 12%, well above industry benchmarks.
Review Management
Responded to over 270 guest reviews, supporting reputation management and increasing guest satisfaction.
Partnership Impact
Strengthened relationships with tourism boards and local businesses, resulting in enhanced packages, promotions, and community engagement.
Service Spotlight:
Public Relations
Bold Story led a robust PR program that earned media coverage in premier publications and broadcast outlets, resulting in over 13 million impressions. Strategic pitching, storytelling, and media stay coordination positioned both A-Frame Club and The Western as standout destinations in the Colorado hospitality scene.
The Weekend Australian | A-Frame Club
