Resort to be promoted in new Discovery series
By bringing on board a hospitality management company that will broadly market the resort, Gateway Canyons Resort hopes to draw more leisure and business travelers who want to explore the red rock canyons of the Dolores River Valley.
The resort also could boost bookings from those who are just plain curious.
Gateway Canyons will receive a plug when a Discovery Channel series premieres tonight at 6.
“Curiosity: The Questions of Our Life” is a five-year, 60-episode series that focuses on enduring questions in science, technology and society. The premier episode, hosted by physicist Stephen Hawking, explores the question, “Did God Create the Universe?”
The episode will feature a 30-second interprogram message and a 15-second commercial promoting Discovery Retreats, an initiative to be launched next spring that will offer “knowledge vacations” at Gateway Canyons. Discovery Retreats will explore questions similar to those featured in “Curiosity.”
“The essence of what we’re doing is very much tied to the Discovery (Channel) series,” said Carrie Passmore, president of Discovery Retreats. “We’re looking for enduring questions and topics and themes that have fascinated people for thousands of years. We’re looking for curious people.”
The interprogram message and commercial won’t mention the community of Gateway or Gateway Canyons by name. But the message, which will pop up at the bottom of the television screen, is intended to drive viewers to Discovery Retreats’ website, while the commercial will feature video footage of the resort and of the Palisade, the geological feature that rises above Gateway, Passmore said.
Both the message and the commercial will run during each new episode of “Curiosity.” The premier of “Curiosity” will be simulcast on TLC, Animal Planet, the Science Channel, the Oprah Winfrey Network and Planet Green.
Passmore said eventually she hopes to work with the Discovery Channel to film episodes of “Curiosity” at Gateway Canyons.
Gateway Canyons owner John Hendricks led the development of “Curiosity” and Discovery Retreats.