Gorsuch Haus Aspen
PUBLIC AFFAIRS
Public Affairs,
Crisis Communications &
Voter Approval Strategy
The Gorsuch Haus proposal entered a highly scrutinized public environment where development debates often centered on density, precedent, and neighborhood impact. The project required a disciplined communications strategy that could respond to controversy, navigate public hearings, and build credibility with voters and stakeholders.
Scope
Public affairs strategy • municipal approvals communications • crisis communications • earned media strategy • community engagement • influencer outreach • election campaign messaging
Capabilities Applied
Public affairs strategy and approvals support • Strategic communications and messaging development • Earned media and media relations • Crisis communications and issue management • Stakeholder and community engagement • Voter communications and campaign strategy • Content development (press, op-eds, LTEs) • Campaign alignment across channels
Aspen Daily News & The Aspen Times lead stories covering Gorsuch Haus. Earned media driven by tightly structured messaging and press materials that translated directly into coverage with minimal revision.
The Situation
Beyond land-use issues, the campaign needed to articulate a broader civic value: restoration of Lift 1A, preservation of a historic ski lodge for the Aspen Historical Society, and thoughtful improvement of an important gateway to Aspen Mountain.
Gorsuch Haus was a proposed luxury hotel and residential development at the base of Aspen Mountain in the Lift One corridor. The project required complex municipal approvals and voter authorization in one of the nation’s most civically engaged resort communities.
From 2016 through the March 2019 election, the process unfolded under intense public scrutiny, with debate centered on density, development precedent, and the future of Aspen’s west portal.
Our Strategy
From 2016 through the March 2019 election, Confluence Brand Strategy led the strategic communications and public affairs campaign.
Our work included media relations, crisis communications during planning hearings, earned media strategy, influencer engagement, Letters to the Editor campaigns, and voter messaging aligned with the municipal approval process.
We repositioned the public narrative—from density and development concerns to historic preservation, ski heritage, and long-term stewardship of Aspen Mountain’s west portal. This included highlighting the restoration of Lift 1A and the preservation of a historic ski lodge donated to the Aspen Historical Society.
Full-page “love letter to Aspen” ad from Jeff Gorsuch following voter approval. We developed the concept and copy, shaping a message of gratitude that resonated with the community and reflected Aspen’s shared vision.
The Result
In March 2019, Aspen voters approved the Lift One Corridor Plan by a margin of 26 votes, demonstrating the impact of a disciplined, well-aligned communications strategy in a closely contested election.
City Council approvals followed, the historic lodge was preserved, and the Lift One base area transformation moved forward.
Earned media coverage consistently reflected core messaging with minimal revision, reinforcing clarity and alignment across public communications.
Public affairs. Place-based strategy. High-stakes communications.
Navigate complex projects with clarity and control
We guide high-stakes communications, public engagement, and approval processes with precision.
Build the system that drives your agenda.
Tell us what you're building, where objectives are breaking down, or where you want to go next. We’ll map the system to get you there.
We review every inquiry personally and respond within 1–2 business days.