Destination Silver Star

Kate Colley
Written By Kate Colley

Hatch built the communications program for a new destination organization, generating 113 million in reach and 8,700% website traffic growth in its first year.

The Challenge

Destination Silver Star was a new resort association with a broad mandate: grow year-round tourism, support local businesses and establish a shared destination story. It needed to build awareness beyond the ski season while balancing the priorities of corporate and independent operators and protecting the character of the community.

What Hatch Built

A 12-month communications strategy centred on storytelling and the lore and lure of a lesser-known Okanagan mountain town. Media training for local businesses. Stakeholder management across corporate and independent operators. Seasonal campaigns targeting local, regional, provincial, short-haul and national markets.

The work supported Destination Silver Star’s larger goal of growing winter, summer and shoulder-season visitation while building a stronger year-round community.

Kate Colley

Kate Colley has worked across nearly every format hospitality offers — destinations, resorts, hotels, restaurants, wineries, and major events — and she brings all of it to every engagement. She led the host property communications strategy for Canada’s G7 Leaders’ Summit at Kananaskis and spent a decade as Director of Communications for Four Seasons Vancouver and Whistler. She has also been an operator — co-owning Naramata Inn, tripling revenue during a pandemic, and doing the kinds of risky, exciting things that look obvious in hindsight. She is a strategist, a marketer, an operator, and an advisor — and oftentimes the person who walks into your business, spots the gap between where you are and where you could be, and helps close it.

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