“Thewhatis the luxurious resort experience,” I explained, gesturing toward the LuxeLife property up the mountain. “Thehowis the authenticity, the real Colorado experience you, and Jenn, and Diego provide. But thewhywas missing.” I turned to Victoria and Marcus. “Why should people pay premium prices to go on an authentic Colorado adventure at a LuxeLife resort?”
“Your job was to figure that out,” said Marcus. I noticed he was sweating too. But a lot more than Victoria.
“We have to give them a purpose first. That’s the why.”
Understanding dawned on Maya’s face. “Ecotourism,” she said, nodding slowly. “It’s been one of the fastest-growing sectors in travel for years. People want to feel their vacation dollars are making a positive impact.”
“Exactly!” I pointed to the comment feed still scrolling on the massive screen. “These people aren’t just booking rooms because they want luxury amenities. And they’re not all looking for Colorado adventures either. They’re booking because they want to see Gary the Grouse, to be part of something meaningful.”
Maya nodded. “Studies show ecotourists spend up to thirty percent more per trip than traditional tourists,” said Maya, backing me up yet again.
I watched as Victoria’s eyes scanned the festival. Dollar bills being exchanged for Gary the Grouse t-shirts. The see-through plastic donation bins filled to the brim with wrinkledbills and shiny coins. The vendors and food tables and merch tents.
“And they stay longer,” Maya added. “More nights, more meals, more activities.”
Victoria’s expression shifted from skepticism to calculation as she ran the numbers in her head.
“The data doesn’t lie,” said Parker, flashing more numbers and graphs on his iPad.
“Ecotourism?” Victoria frowned. “People pay money to … help things?”
“Think about that new property you bought in Alaska,” said Maya. “The one between the brown bear sanctuary and the whale migration route.”
“That place is a money pit,” said Marcus. “Should have shut it down months ago.”
“Unless …” Maya waited for Victoria to connect the dots.
“They have bears there. And whales. People like those, right?”
“People love bears and whales,” Brie confirmed.
“And the new acquisition in Florida, too,” said Maya. “Think about it.”
“The one near Miami right next to the swamp?” Marcus shook his head. “The whole thing needs renovated.”
“Yes,” said Victoria. “But the permits keep getting held up by those stupid sea cows.”
“You mean manatees?” asked Diego.
Overlooking all of us, the massive video screen above the stage shifted back to the grouse footage. Gary strutted and bounced, air sacs inflating, his distinctive mating calls broadcast from the loudspeakers over the entire forest.
That’s when the miracle happened.
“Look! Over there!” One of the girl scouts pointed tosomething beyond the stage, her hand trembling. All heads turned to follow her hand.
At the edge of the festival grounds, where the parking lot met the tree line, a mottled brown bird emerged from the underbrush. She moved cautiously, head tilting as the recorded calls of her species were amplified through the festival speakers.
“Is that...” Marcus began, his corporate cynicism momentarily forgotten.
“A female grouse,” Noah whispered, his voice filled with awe. “Here? Now?”
We’d spent days planning this festival to save a bird we’d captured on video, and now the bird itself had shown up to the party. As if the universe was finally ready to stop messing with me and start helping instead.
The best part? Noah stood right there beside me.
The festival crowd froze in collective astonishment. Phones raised and recording as people instinctively understood the gravity of the moment.
For several moments, nobody spoke. Nobody moved. Nobody breathed.
