Sep 29, 2022 - News

Denver woos big-name brands, including Virgin Hotels

Illustration of two hands shaking with money shapes and textures surrounding them

Illustration: Natalie Peeples/Axios

High-profile companies with stakes in cities such as Los Angeles, Miami and New York are making moves to Denver.

Why it matters: Globally recognized brands see Colorado's young and wealthy population, strong tourism draw and rapid development as indicators of a lucrative market.

Driving the news: Four prominent businesses recently announced plans to set up shop in the Centennial State.

What they're saying: "RiNo feels a lot like a New York neighborhood," Blue in Green co-owner Geoffrey Chorbajian told BusinessDen. "There's graffiti and art everywhere, breweries … and a lot of things in that area that speak to who we are."

  • "Denver is definitely an up-and-coming city that we've been eager to enter into … it's a great gateway into the Rockies so we see it as a very promising market," Nikolai Ursin, corporate director of marketing at Virgin Hotels, told the Denver Business Journal.

The other side: Several parts of Denver — including its downtown corridor, where several of these companies are moving — have yet to rebound since the start of the pandemic.

  • Whether the arrivals of big-name brands revitalizes the area remains to be seen.

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