Hayden invests in marketing to tell town’s affordable housing story
February 22, 2018
STEAMBOAT SPRINGS— The town of Hayden has a story to tell, and they want to do a better job telling it.
As home prices skyrocket and become unattainable for many in Steamboat Springs, the town 25 miles west has launched a marketing campaign aimed at luring development and families to the Hayden community.
"We have more support than we have in the past to market Hayden," said Ashley McMurray, Hayden's economic development commission chairwoman.
This year, the town has set aside about $6,000 for advertising.
At the beginning of the month, digital ads were rolled out to target people in the Steamboat and Denver areas.
"I would say those two areas are our focus," McMurray said.
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The ads, so far, are appearing through Google, Facebook and Instagram.
While single-family homes in Steamboat are going for more than $500,000, Hayden is publicizing new construction, three-bedroom, two-bath homes on the market for an average of $290,000.
"You're still able to get in a home for under $300,000," Hayden real estate agent Amy Williams said. "Hayden is really livable. I wish people would understand."
Hayden also currently has about 200 plotted single-family lots that are ready to build.
The marketing materials are branding Hayden as the "Heart of the Yampa Valley," and the town will be able to monitor the effectiveness of the digital marketing to see if people are clicking.
"The key goal right now is just brand awareness for Hayden and affordable housing," McMurray said.
Williams said more and more families are making Hayden their home and not just a place to sleep at night.
Williams pointed out the town has parks, restaurants and a brewery as well as liquor, grocery and hardware stores.
The Hayden School District is also pursuing grant funding to build brand new schools, and the town will spend $3.7 million in the next three years to upgrade infrastructure.
"We've got this building boom," Williams said. "We do need to market ourselves."