‘Olympic City USA does not resonate with the businesses’: Is Colorado Springs’ rebrand looming?
COLORADO SPRINGS, Colo. (KRDO) - As of 2015, 'Olympic City USA' is the City of Colorado Springs' moniker.
However, in February 2024, multiple Olympic teams told KRDO13 Investigates that they didn't have the resources they needed at the Olympic Training Center, based in Colorado Springs. Because of that, they were considering moving elsewhere to be supported. You can read more on that below.
OLYMPIC CITY IDENTITY CRISIS: Teams follow the money and say goodbye to Colorado Springs
Now, a study by the Colorado Springs Chamber and EDC confirms what our team uncovered years ago: there's a disconnect.
"The Newmark study that our economic development team conducted showed that Olympic City, USA, does not resonate with the businesses, the business audience. They don't really get it. And we, with all due respect to our sports leaders, that we're more much more than that when it comes to economic development and business," shared Dani Barger, Senior Vice President, Marketing, Communications
& Sales Colorado Springs Chamber and EDC.
KRDO13 requested the study completed by the Colorado Springs Chamber and EDC to back up these claims.
The Colorado Springs Chamber and EDC told KRDO13 it is a private study conducted for internal use. The group sent this statement.
The findings of the Newmark Study provide insight into how our community’s brand is perceived by site selectors, business leaders, and potential investors across a range of industries. Feedback reflected a broader perspective on how Colorado Springs can best position itself for long-term competitiveness. Our focus is not on rebranding our city, but on ensuring that the story we tell about Colorado Springs connects with decision-makers and highlights our strengths as a place to live, work, and invest. We are in continued discussions with City leadership, community partners, and local stakeholders to determine how we can align around a brand narrative that best supports economic growth and opportunity.
- Nicole Jomantas, Colorado Springs Chamber and EDC Communications Director
You can watch the full city council work session where these concerns were raised here.
KRDO13 Investigates spoke with an Olympian about how things have changed since he was a 12-year resident athlete at the U.S. Olympic and Paralympic Training Center.
"When I was at the Olympic Training Center, Michael Phelps was training there. I got to know Michael. I shot his first commercial with them. I got to know Apolo Ohno. When I took friends or family to the Olympic Training Center years ago, there was a really good chance you were going to see an athletic superstar. We would have some days with 10,000 tourists who would come to the Olympic Training Center in a single day in the summer. They'd swipe their credit cards at the store. They'd stay in hotels. And if you look at the numbers right now from the Olympic Museum, you can see there's nowhere near the interest in non-live athletics, just looking at Olympic artifacts," explained Olympian, Colorado Springs Native Eli Bremer.
Bremer says it comes as no surprise to him that businesses are seeing a disconnect from the Olympic City USA branding.
"We've rested on the laurels of saying we're the home of the Olympics. The reality is, there's no Olympic commerce in town. We've rested on our laurels of saying we're a military town. But our cost of living is driving the military out of town. So I think this is more than just about the Olympics. It's going to be about our community identity," Bremer continued, "As a native of Colorado Springs, I hope that this is a wake-up call for us. I hope that our community leaders say we can't just rest on our laurels."
Bremer says the city should be fighting for this name and proving to athletes, visitors and the community why Colorado Springs represents Olympic City USA.
"We should be going out there and putting our stake down on the ground and saying, doggone it, we own this thing. We're going to do the hard work to keep it here. And you know what? That's what our businesses want...Because platitudes and logos on business cards don't bring customers into the shop. New tourists coming into town, large corporations coming here to sponsor events that come to town, that supports our economy. And that's really what's been missing for a number of years," explained Bremer.
However, Colorado Springs Sports Corp says that the Olympic City USA title has been a competitive advantage for Colorado Springs. A spokesperson for Sports Corp sent these details to KRDO13.
Sports Corp leverages the city’s Olympic legacy—as home to the U.S. Olympic & Paralympic Committee, Training Center, Museum, and 25 National Governing Bodies—to position Colorado Springs as a natural fit for sports tourism and elite events. That “Olympic City USA” brand gives the city a unique competitive advantage when bidding for national and international sport championships.
Sports Corp actively bids to host premier events, such as the U.S. Synchronized Skating Championships, USA Weightlifting Nationals, USA Boxing National Championships, and various USA Cycling championships—highlighting how the Olympic City branding bolsters those pitches.
Event rights holders have said that their attendance at Colorado Springs events is higher than average because of the Olympic tourism ecosystem that has been built. Event organizers know that Colorado Springs offers much more for traveling athletes and families, particular in the Olympic tourism industry, which is why many events return multiple years – USA Weightlifting National Championships (returning in 2026), USA Pickleball Golden Ticket (returning in 2026), USA Cycling Masters, Para, and Elite Track Nationals (returning in 2026). Additionally, the Department of Defense Warrior Games (2025) that were here this summer, and the Internal Jump Rope Union Championships (2022) are two major events that specially wanted to be in Colorado Springs, due to our Olympic ecosystem.
The 'Olympic City USA' branding is central to Sports Corp’s identity and promotional strategy.
- Tangible advantage in event attraction: The Olympic City brand provides a “competitive edge” in winning bids.
- Tourism catalyst beyond events: Sports tourism not only brings in event participants but also broader visitation—tourists stay in hotels, dine locally, and explore the community. Colorado Springs is seen as a vacation destination for many sports organizations, meaning they see families booking vacations in Colorado Springs/Colorado before and after sports events because of our destination.
- City leadership echoes branding value: Economic Development leaders within the city affirm that Olympic City branding triggers a chain reaction of economic activity—drawing visitors, boosting small business sales, and multiplying benefits.
The city and Sports Corp have not conducted a full sports economy economic impact study since 2018. Given this, Sports Corp has partnered with the UCCS College of Business to present the Pikes Peak Sports Economy Report. This event will take place on December 10th and provide readers and attendees with an all-encompassing picture of the impact of the sports economy on the Pikes Peak Region. This event will answer questions as to economic value/data regarding revenue brought into the city.
-Lauren DeMarco, Colorado Springs Sports Corp
Every year since 2009, the City of Colorado Springs has agreed to spend upwards of $1.7 million in improvements to the Olympic Training Center and the U.S. Olympic and Paralympic Committee (USOPC) headquarters in downtown Colorado Springs.
The 30-year agreement between the City of Colorado Springs and the USOPC came with a price tag of $31.74 million. That money was financed in 2017 when the city refinanced the debt through a refunding bond. Essentially, the city would pay a principal amount, with interest, annually to pay off the $31.74 million. In 2015, the USOPC gave the City of Colorado Springs exclusive trademark rights to be named "Olympic City USA" under the previous agreement for no extra cost.
Every year, this number would equate to the previously mentioned $1.7 million, with that number only increasing every year.
MORE DETAILS: City of Colorado Springs spends millions per year for U.S. Olympic and Paralympic headquarters
In the city council work session, the Colorado Springs Chamber and EDC said it would likely take 3-5 months for all stakeholders to have their say on what Colorado Springs Reimagined branding would look like.
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