A different view of Denver: Democratic convention offers chance to promote city's modern brand.

• Author: Harris, John
• Position: Column

Notwithstanding the historical significance of the first African-American nominee for the White House in our country's history, August 25-28 may very well represent one of the most defining moments in the history

of Denver.

More than 35,000 visitors from around the world will descend upon the Mile-High City for the 2008 Democratic National Convention, the economic impact of which has been estimated at $200 million. The long-term benefit of these four days will be judged by the presidency of the United States and Denver's ability to utilize the DNC as a springboard to encourage the 35,000 delegates, members of the press and Democratic supporters to revisit our great city and encourage others to do the same.

Let's not screw it up.

Denver is not a difficult proposition to sell, especially when we focus on the features that make it worth traveling back to again and again. My biggest fear is that when we roll out the welcome mat, it will be flanked with people wearing cowboy boots and hats directing delegates and members of the press to the entrance of "The Wild West Rodeo" where they will be served buffalo, elk or worse--Rocky Mountain oysters.

I mean no disrespect to the heritage of the West or those of us who fancy wild game. First-time visitors to Denver might expect such an event and cuisine. But this stereotype will continue to support the notion that we are a cow town, while also fostering the perception by many business professionals on the East and West coasts that Colorado is a "fly-over" state. We don't want these first-time visitors to be one-time visitors.

What is the Denver experience we want them to have? What is the Denver brand, and how can we activate it in a meaningful way?

The Mile-High City is a moniker that has significant equity worldwide. Although some might associate our 5,280-foot elevation with cold weather, football or an extra 15 yards off the tee box, there is no mistaking the Rocky Mountain imagery the name evokes. The mountains are our brand's foundation, and whether visitors to Denver happen to enjoy a hike, or simply find themselves in awe of their splendor, the purple mountain majesty influences every aspect of our city.

The mountains represent the independent spirit of the early settlers who discovered gold at the base of the...