Pagosa Springs, Colo. – After the severe flooding that struck the mountain town last year, local businesses are working hard to get back on their feet and are calling on visitors to help revive the tourism‑dependent community.
Resort reopening and perception challenges
The Springs Resort, one of the town’s largest attractions, has cleared mud and debris from its grounds and reopened its wellness pools, spa, hotel and restaurant. Jesse Hensle, vice president of marketing for the resort, explained that the biggest obstacle is not the physical damage but the lingering false impression created by viral videos online.
“Last year’s flood, with all the viral videos that got sent around, it really gave a false impression about the resort being literally washed away,” Hensle said. He noted the resort was able to reopen within 24 hours of the flood, yet many potential guests still believed it remained closed.
“We are open for business, and it’s more important than ever that people come and visit this community, because the lasting impact had a negative impact on a lot of local businesses,” Hensle added.
Brewing through the aftermath
At Riff Raff Brewing, owner Jason Cox described how floodwaters came dangerously close to the restaurant. With power and water disrupted, Cox has been running the brewery on a generator, using Starlink satellite internet and even keeping his brewing equipment operational.
“Despite all of the logical things saying we should be closed, my staff needs to pay bills. We need a community gathering place, so we’re happy to be here,” Cox said.
He acknowledged that the flooding has made it harder for some tourists to reach the area, but stressed that his business and others remain welcoming.
“We are open. We’re not going to go anywhere,” Cox affirmed.
Community hopes and holiday season outlook
Residents hope that images of destruction will not eclipse what Pagosa Springs still offers – scenic mountain views, outdoor recreation and a warm small‑town atmosphere.
Tourism officials warned that the upcoming holiday season is a critical period for the town’s economy. They urged travelers to check road conditions before heading to the area and to contact the town’s visitor center with any questions.
“We want visitors to know the town is safe and ready to welcome them,” a tourism official said. “Supporting local businesses now helps ensure a strong recovery for the whole community.”
Looking ahead
As the town continues cleanup and repairs, business owners remain optimistic that a steady flow of tourists will restore the vibrancy that defines Pagosa Springs. Their message to potential visitors is clear: the town is open, the attractions are operating, and the community is ready to share its hospitality.
Original reporting: KOAT Albuquerque — read the source article.
