The “Elevating The Science of Plants” brand campaign was created to help Betty Ford Alpine Gardens shift perception of the gardens among the local community, as well as the horticulture community. Most visitors to the gardens are unaware of the important scientific work being done related to conservation and preservation of the alpine environment and native alpine plants. This campaign features the heroes of the alpine, the unique plants that are native to the areas above treeline, with graphics that show the plant’s relationship and role in the greater ecosystem.

Magazine, newspaper, transit/bus, public radio, and direct marketing were channels used to shift perception with the intention of improving reputation, driving attendance, and increasing donations for the Gardens. The campaign was live in market for the beginning of the 2023 Summer Season (May 2023) and ran through August 2023. In that time period, the Gardens saw maximum attendance at all registered events, posting a 22% increase in 2023 versus 2022. Attendance for Garden Tours increased 35% from 2022 to 2023. The main donor event in July 2023 saw the highest attendance of large donors since 2017.

Most importantly, the Town of Vail recognized the importance of the work being done at the Gardens and in September 2023 approached the organization to discuss modeling the Betty Ford Alpine Gardens in Vail’s sister cities of St. Anton, Austria, St. Moritz, Switzerland, and Yamanouchi Machi, Japan. The relationship with these communities is designed to share culture, municipal services, and best practices in tourism, marketing and sustainability. It was a clear indicator that perception is shifting when the Gardens was invited by the town of Vail to play a role in the sustainable tourism conversation with multiple world-class destinations, and was recognized by municipal leaders for its importance as a knowledge-center and role model to other alpine communities across the globe.