Category: Public Relations

Yesterday, we attended the CREJ Hotel & Resort Summit & Expo with 300+ other people in the industry. What did we learn?

CREJ's Hotel & Resort SummitThe good and the bad: the hotel and real estate industry is still growing at record-setting pace but it’s starting to level off.

With 55 hotels in the Denver pipeline (1,686 rooms in the final planning stage) and another 1,519 in construction, the hotel landscape in Denver is changing…quickly. According to STR, research shows that the number of hotel rooms in Denver will grow by 65 percent over last year making it one of the top three U.S. Markets under construction in overall room supply (behind Las Vegas and Dallas). The room demand for the Denver market is predicted to decline by -2.5 percent. That means Revenue Per Available Room (RevPAR) is predicted to also decline by -2.7 percent. The highest RevPAR will be in the Center Business District of Denver.

STR Report Shows Denver Hotels in Top 3.

With our Scream Agency offices in LoDo Denver and only a block from Union Station, we know the hotel landscape is changing (along with all the new breweries and restaurants) because we see it everyday.

So what does all of this mean for hotel brands and marketers? It means you better figure out a way to differentiate and market so you stand out from all the competitors.

How does marketing affect room bookings?

With the growth of the Millennials, and Gen Z following right behind them, hotel brand marketers will need to focus on the experience. Similar to the independent-seeking Gen X crowd, this cohort of people prefer unique experiences catered to their personality (and delivered in their social channels).

If you’re a hotel or resort brand, ask yourself…what is your unique experience that you provide guests? Do you offer a local craft beer tasting at check-in? Do you offer to walk their dog for free upon arrival? Will you give them information so they can “live like a local” as Kimpton Hotels & Restaurants has done?

Let’s look at how top brands are performing in these social marketing channels. Technology and data company Engagement Labs, released rankings on the top U.S. hotels on social media and through word of mouth (WOM) conversations.

Engagement Labs Findings on Social Marketers

Engagement Labs Findings on Top 10 Social Marketers

As we all know, research shows that travelers are turning to social media now more than ever to discover various options, reviews and receive recommendations on where to stay during trips. It’s prime time for hotel brands to use social media to provide a story and visuals about what makes their property unique and why travelers should buy.

Hotel brands that build a two-way communication with guests build trust with the consumer, thereby making them a hotel they’d prefer to book. Provided you deliver on the experience, this in turn will then allow them to share in their channels, introducing your brand to more consumers who will eventually affect your bottom line.

Interested in knowing more about hotel marketing and branding? Scream Agency has worked with Four Seasons, Kimpton Hotels & Restaurants and several small independent boutique brands. Contact for a free 60-minute hotel marketing consult.

Ho, Ho, Ho….Merry Shrekmas! Oh, sorry. We mean Christmas. You see, we’re just in a Shrek state-of-mind here at Scream Agency with the launch of Adventure to Santa at Southwest Plaza.

ATS Snow

The news is out about Southwest Plaza’s recent $75 million dollar redevelopment and the cherry on top is Adventure to Santa, a Dreamworks Dreamplace embodying a captivating and interactive Santa adventure for the entire family. The magical journey of Adventure to Santa starts with Shrek, ends with Santa, and features a 2,000-square-foot immersive experience. Features include app games, Sleigh Flight School and Gingy’s Cookie Maker and at the top of the hour, the cottage performs a specially designed light show that cues a different exterior (Painted Lady, Candy Cottage and Enchanted Log Cabin) for each hour.

Kelsey and I were out filming with Everyday Colorado for a sneak peek of the holiday fun and got to experience the Adventure firsthand. We were like two kids…well….at the North Pole. Santa even asked us what we wanted for Christmas (Kelsey, a new car; myself, a trip to Thailand). So take our word for it that he does exist…

kk kelsey santa

The best part? You can skip the line by making reservations online at with the purchase of a photo package or at Southwest Plaza at Guest Services. Then, when you’re done – stop by the Holiday Market, full of over 22 local artisans to make your Christmas Colorado Proud.

Holiday Market





Everyone’s favorite green ogre will be leaving the solitude of his swamp to make a special appearance at Southwest Plaza’s Shrektacular Halloween Event on Friday, October 30th from 4-7 p.m.

The Halloween event includes a “Spooky Swamp Plants” craft station, games, face painting, balloon sculptures by a special princess, a Halloween performance by Allana’s Dance Academy and a giant, 300-pound pumpkin.

Kids are invited to dress as their favorite character from the world of Shrek (or fun other Halloween costumes) to participate in the mall-wide trick-or-treating festivities, which will begin at 5 p.m.

Those in attendance for the Halloween event will get a special sneak peek at Adventure to Santa, a next generation holiday experience combining the best of technology and storytelling as Shrek and his friends take guests on an unforgettable adventure to the North Pole to meet Santa. Families can embark on their magical holiday journey beginning Saturday, November 14 and the fun will continue throughout extended Southwest Plaza mall hours until December 24. Guests attending the Halloween event will be able to book their reservation (with a $5 discount) for Adventure to Santa, as well as receive a complimentary ornament with their reservation, while supplies last. Reservations are now available at

For more Shrek sightings and all things holiday, follow Southwest Plaza on Facebook.  Southwest Plaza is located at 8501 West Bowles Ave, Littleton, CO 80123.  For information, visit or call (303) 973-5300.


For those who have a love for craft beer, there is no better week in Denver than #GABF week. Tickets can be next to impossible to get without planning in advance or having an industry insider in your pocket. Luckily, Mellow Mushroom’s Downtown Denver location, conveniently located within a five-minute walk of the Colorado Convention Center, is hosting a week of events filled with barley, hops and stone-baked pizza.

To celebrate the team’s passion for brews, and in honor of the Great American Beer Festival, Mellow Mushroom will be featuring special tappings by Oskar Blues, C Squared Ciders, Stone Brewery, Pikes Peak Brewery and a very special feature with Ft. Collins Brewery’s Monster Malt all week…well, at least while supplies last.

Special events throughout the week will feature live music, tap takeovers featuring craft beers from across the country, and of course, mouthwatering Mellow pies. Full details are below, just come thirsty.


StartingDot, Scream Agency and Native Rank announce groundbreaking partnership to bring those passionate about snow sports their own Internet space

DENVER (July 30, 2015) —StartingDot Ltd., the team behind the Dot Ski (.ski) domain name extension, announced today two Colorado companies as Agency of Record leading up to the September 8th launch of the world’s first top level domain for anyone with a passion for snow sports. Scream Agency, a full-service advertising and public relations shop will be spearheading PR and event relations, while partnering with Native Rank, a leading digital marketing firm, to tackle digital aspects of the campaign.

Known for being seen and being heard, Scream Agency was selected for the shop’s playful, risk-taking tactics involving everything from ideation to execution. Collectively with StartingDot and Native Rank, the agency plans to shake up the way the ski and snow sports industry views the Internet with an unconventional approach that will launch Dot Ski with global impact. The goal of the partnership is to increase awareness of the benefits of .ski and focus the attention away from convoluted domain names. With the ultimate goal being to get everyone who has a passion for snow sports a place to share their experiences online.

.Ski is part of a new Internet expansion which goes beyond the traditional domain name extensions like .com and brings new opportunities and innovation to the Internet. Supported by many global snow sports community organizations, including the International Ski Federation (FIS), .ski will be available to the general public on a first come, first served basis beginning on September 8th at hundreds of web presence and domain name registration companies such as GoDaddy, and .Ski is currently operating in a closed registration period open to trademark holders and eligible applicants until August 30th.

“We were looking for a partner for our North American representation that was passionate about snow sports and had tech in their DNA” said Rob Rozicki, SVP at StartingDot. “After a long search, Scream Agency and Native Rank really stood based on their experience, ideas and enthusiasm. We’re thrilled to have them on our team.”

Denver-based Scream Agency is a full-service advertising agency, providing all aspects of creative, design, public relations, social media and web under one roof. Scream Agency services outdoor, retail, travel, tourism, lifestyle, high-tech clients and more. Based on the mantra, “Be seen and be heard,” Scream has taken a fresh perspective on the expected since it was founded in 1997.

“As an agency based in Denver, it’s only natural that our passion lies in the mountains – the entire team can be found at any one of the 27 ski resorts in Colorado every weekend between opening and closing day,” said Lora Ledermann, owner and creative director at Scream Agency. “So naturally, we jumped at the opportunity to work with StartingDot on Dot Ski to make them the de-facto domain extension for an industry that we live and breathe.”

Native Rank is a boutique-level digital marketing agency headquartered in Denver. The agency, with its foundations in technology, works with small to enterprise-level businesses to craft goal-oriented campaigns, utilizing high-level data to produce tangible, trackable results. Native Rank is one of the nation’s quickest-growing agencies and with strategic partnerships established with companies like Google, they are on a path to become a household name among businesses across the globe.

“We couldn’t be more excited to be working with the team behind Dot Ski for their well-anticipated launch,” said George Avery, CEO of NativeRank. “We have no doubt that Dot Ski will quickly become the domain extension of choice for leading brands, athletes, resorts and enthusiasts across the world, and that our partnership will shift the domain extension into a symbol of trust and authenticity across the ski community.”



About StartingDot

StartingDot is a leading European TLD Registry with offices in Dublin, Paris and New York City. Launched in October 2011, the registry has introduced three new generic top-level domain names (TLDs) dedicated to major sectors: .archi, .bio and .ski. The company’s TLDs help people and businesses clearly express themselves and unify their audiences. The company’s strategy focuses on TLDs in SME categories where the correlation between trade and domain name is critical.

About Scream Agency

Scream Agency, LLC, was founded in 1997 as a full-service advertising and public relations agency that specializes in outdoor recreational, retail, travel and tourism, business-to-business and high-tech clients. Scream’s capabilities include advertising, public relations, social media, Web/digital, direct and strategic marketing. For more information or to contact Scream, please visit

About Native Rank

Native Rank is a Colorado-based search engine optimization and Internet marketing company specializing in SEO and paid search SEM services. Founded in 2010 by industry veterans with over 50 years of combined experience, NativeRank has provided online marketing and lead generation services for Fortune 500 companies and big brands.



Last week, I was writing an email to a client and had my new intern, Kelsey, sit with me since it had to do with crisis communications and I wanted her to get a feel for that piece of PR. As I was proofing the email before I sent it to the client (something I do three times before I press send), Kelsey pointed out a grammar mistake to me (“should that be of instead of for?”).

She was right. And I was officially impressed.

Kelsey is heading in to her senior year at CU but will be with us all this summer, learning the ins-and-outs of public relations (and proofreading my emails!). Get to know a little more about this grammar (and ice dancer) star below…

Where are you from and what brought you to Colorado?
I’m originally from Frisco, Texas. I moved to Colorado in 2012 to pursue my dream of competing at the national level in ice dance. As most people who move here do, I fell in love with Colorado. After competing at the U.S. Championships in 2014, I decided it was time to return to school and start working on my career in Public Relations, which led me to Scream Agency.

What are you hoping to gain from your internship experience at Scream Agency?
I’m very excited about gaining real, hands-on agency experience. I’m hoping to build up my portfolio and learn more about the worlds of advertising and PR.

What’s your favorite place in Colorado?
Downtown Denver! I’m a total city girl. If I had a choice, I’d spend every day hanging out on the rooftop patio at my favorite restaurant, Los Chingones. Although I can’t forget to mention the mountains as well, especially when it’s ski season.

What one item would I find in your refrigerator right now?
So much protein. As an athlete, I eat for peak performance…which means a lot of eggs and chicken.

Any hidden talents?
I have some of the best white girl dance moves you’ll ever see!


Rugby 7s will be featured for the very first time at the 2016 Summer Olympics in Rio de Janeiro but before the summer 2016 Olympics commence, the College 7s National Championships are taking place in Denver this weekend.

USA Rugby, in partnership with IMG, will hold the College Rugby 7s Championships at the University of Denver campus, May 23-24.

During this nonstop rugby action weekend, fifty-two of college rugby’s finest men’s and women’s programs will compete in three tournament fields – Men’s Division I, Men’s Division II, and the Women’s Division for the National Championship title(s). The event will include broadcast coverage on ESPN’s family of networks.

Tickets will be available for walk-up sales only, day of the match, for $15.

MEMORIAL DAY WEEKEND, May 23-24, 8:40 a.m. – 7 p.m.
Saturday, May 23: First matches will be played at 8:40 a.m. and matches will occur with a running clock every 20 minutes through 7 p.m.
Sunday, May 24: Matches will begin again at 8:40 a.m. with Cup Finals being held between 4:10 p.m. – 6 p.m.

The University of Denver Campus’ Lacrosse, Soccer & Baseball Fields
2199 S University Blvd.
Denver, CO 80208

Share the Adventure – an outdoor documentary film from Mike Brown on Vimeo.

So what are you waiting for? Your calling has arrived:

Learn more from our press release:

GearCommons to Select Two Crowdfunding Backers for Adventure Documentary Inspired by Sharing Economy

 BOSTON (May 6, 2015) GearCommons, a peer-to-peer gear rental company, announced today the launch of a month-long crowdfunding campaign to produce a short film to showcase how various shared economy services can be used to help get people outside. GearCommons isn’t just looking for crowdfunding backers – they’re looking for the stars of their future film.

Teaming up with adventure film production company, Cinescapes Collective (the crew filming the project), GearCommons looks to create a film that brings a unique outdoor experience to life and shows how sharing resources can make outdoor adventures more accessible than ever. GearCommons is hoping to make all of it possible through the support of a crowdfunding campaign.

By backing the campaign, supporters will be automatically entered to be a part of the story. At the end of the 30-day campaign, one of the lucky backers (and a friend) will be selected to embark on an all-expenses paid, outdoor adventure in Colorado where they will share in the experience of creating a community in the outdoor world by staying at people’s homes, borrowing their cars, and renting out their gear, all while being filmed for the documentary. Filming is expected to take place in July 2015.

“As avid outdoorsmen, we’re always looking for the next adventure and people to create those experiences with,” said Mike Brown, co-owner of GearCommons. “And with this film project, we want to highlight two friends on their shared journey to spread the word that getting outdoors can be more accessible and affordable through a peer-to-peer approach.”

Americans spend more money on getting outside than they do on gasoline, yet one of the main reasons people state as to why they don’t get outside more is the lack of access to the right gear. Thanks to companies like Uber, Airbnb, Lyft, Zipcar and RelayRides, people are doing more, seeing more and sharing more but GearCommons wants to take this premise to new heights. Since 2013, GearCommons has brought the idea of a shared economy to the outdoor industry through the company’s peer-to-peer marketplace. And now, with the ‘Share the Adventure’ film project, the company is hoping to bring change for those seeking to venture outdoors, whenever, wherever.

Corporate sponsorship opportunities are also available. For more information, please contact Mike Brown at or 207.299.3574.

To find out how to get involved and back the campaign, please visit

Keep up to date on the progress by following @GearCommons on Facebook, Instagram and Twitter.


#  #  #

About GearCommons

GearCommons is a community of individuals and businesses who lend outdoor gear as a way to help get people outside.  Despite high spending in the outdoor industry, ownership of the right gear is still a main barrier for people to get outside.  Through leveraging the principles of the sharing economy, GearCommons aims to provide better access to equipment so that people can have unique outdoor experiences without needing to spend thousands of dollars upfront to buy all the right gear. Share gear. Get outside.

As storytellers here at Scream Agency, we like to collaborate with story makers. With this week being a time to be inspired and activated, along with 20 million other Americans for Earth Day, we wanted to shine a light on our friend, client and modern-day explorer Eric Larsen.

Larsen uses his expeditions to tell the about climate change and our last great frozen places. Here are a few updates from Larsen, on what’s going on with Mother Earth and why you should care:

“Make no mistake about it. The ice is melting. Over the past 10-plus years, I have seen dramatic changes in the character and nature of sea ice. The Arctic is warming at twice the rate of the rest of the world. Drilling in the Arctic Ocean will not only continue the destruction of this unique environment but also contribute to the plague of human-caused climate change already affecting the entire planet.”

Learn the devastating effects of Arctic drilling. 



“This Last North expedition may realistically have been the last opportunity anyone has to complete a journey of this type. Global warming is causing dramatic changes in the Arctic pack ice. Ice is melting at historically high rates and is becoming significantly less stable with each passing year. These conditions will make expeditions like this impossible to complete in the very near future.”

Watch the footage of some of the last great frozen places. 



Thanks Eric for continuing to spread the word. We’ll keep telling your stories.


Denver-area residents can do good in their neighborhoods by participating in the annual Dining Out For Life® event to benefit Project Angel Heart on Thursday, April 30. While Dining Out For Life is an international event taking place in 56 cities, the Denver/Boulder area event is the largest in the nation, with the most participating restaurants and highest fundraising totals of any city.

Participating restaurants will donate 25 percent of food sales to support Project Angel Heart’s mission of delivering nutritious meals to improve quality of life, at no cost, for Coloradans coping with life-threatening illnesses.

This year’s list of participating restaurants includes more than 225 returning restaurants and at least 25 new restaurants, including notable newcomers Lower48 Kitchen, Lena, Brazen, Block & Larder, Rosenberg’s Bagel & Delicatessen, and Stoic & Genuine.  Scream Agency is proud to support a worthy cause and this year we will be consuming mounds of tasty food at Osteria Marco – we are beyond ecstatic.

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