Reimagining Growth and Opportunity

A small town that seamlessly blends historic charm, bold investments, and innovative partnerships to bolster business, tourism, and community living.

Montrose, Colorado, is a captivating community on Colorado’s Western Slope. It offers a blend of outdoor adventure, innovative business, and a strong sense of regional service. Anthony Russo, the town’s Business Development representative, discusses Montrose’s unique character and points out its extraordinary location: “We’re a mountain town with one of the busiest airports in Colorado, right behind Denver and Colorado Springs. That accessibility allows people to live and work here while enjoying world-class outdoor recreation in our backyard.”

Ski enthusiasts can head to Telluride or Crested Butte within a short drive, while others can explore nearby hot springs, mountain biking trails, fishing spots, or boating opportunities. “The Black Canyon National Park,” Russo adds, “is a hidden gem—a serene and underutilized treasure that offers peace and tranquility just minutes from town.”

Montrose’s development strategy has positioned it as a regional retail, healthcare, hospitality, and manufacturing hub. Russo highlights the diversity of industries in the town, including global leaders like Mayfly, known for Abel and Ross fly fishing reels, and Scott Fly Rods. “We also have TEI Rock Drills with cutting-edge technology and SWISS-O-MATIC, which produces precision components for aerospace and telecommunications,” he explains. This industrial diversity ensures Montrose is not reliant on a single economic pillar, making it a resilient and thriving community, ready to weather any storm.

The town’s extensive trail system is another point of pride. A recently secured $2.5 million grant has supported a project connecting Colorado Outdoors, a major mixed-use development, with the city’s recreation center. “You can now traverse the entire town on trails,” Russo says. The recreation center is a standout amenity with pools, basketball courts, and spaces for myriad activities, cementing Montrose’s appeal for active residents.

Efforts to reinvent Montrose’s waterfront have also transformed the community. “Historically, our downtown and businesses grew up around the rail,” Russo notes, “but the area along the river wasn’t well-utilized.” Through the Colorado Outdoors Project, the city has revitalized the Uncompahgre River corridor with walking trails, retail spaces, and conservation efforts to protect water edges.

The combination of open spaces and urban amenities paints a picture of a town in motion, continually evolving to meet the needs of residents and visitors. “We’ve embraced being a hub,” Russo says, “servicing the entire region and providing everything from jobs to medical care to recreation.” Montrose is not just a place to live; it’s a community that inspires people to connect with nature and each other in meaningful ways, promoting a strong sense of belonging.

Downtown Montrose: A Blend of History and Innovation

Montrose’s downtown has long been the heart of the community, with its historic buildings reflecting the city’s rich heritage. Significant efforts have been made to breathe new life into the area in recent years. William Bell, the City Manager, outlines the city’s role in these efforts: “We’ve stayed consistent in partnering with local businesses, focusing on infrastructure and building improvements to allow business owners to concentrate on their operations, whether it’s creating jobs or managing inventory, without worrying about building issues.”

A key part of this strategy is the city’s façade improvement program, as Russo explains: “We’ve worked tirelessly to rebuild downtown. Many of our buildings date back to Montrose’s earliest days, so we offer matching funds—up to $25,000 on a $50,000 project —to help restore historic structures and beautify facades. The results have been remarkable, especially along Main Street.” One standout success is transforming the old Knights of the Pythias (KP) building into the Rathbone Hotel & Parlor Bar, with city assistance on asbestos cleanup and structural enhancements.

The city has also embraced innovative projects like a mural program inspired by visits to other communities. “Each year, we add something new,” Bell shares, highlighting the effort to blend aesthetic improvements with community pride. Additionally, the relocation of City Hall to the old Wells Fargo building includes a historical restoration of its façade, while the previous City Hall is being developed into an extended-stay hotel and restaurant in partnership with Colorado Mesa University to expand their hospitality training offerings.

Montrose’s efforts to preserve its historical downtown extend to public facilities. “Our new police department facility downtown is state-of-the-art,” Russo notes. “It has drawn interest from agencies across the state due to its advanced technology and versatility.” Efforts to enhance connectivity and accessibility are also reshaping the downtown experience. The plan includes sidewalk expansions, pedestrian-friendly streets, and a NEW 5,000-PERSON outdoor music amphitheater in a nearby park.

Montrose Mayor J. David Reed echoes the comments and sentiments of both Bell and Russo. “Montrose is truly the jewel of western Colorado and an envy of other cities around the state. “We are fortunate to live in one of the most beautiful locations in the world. A city large enough to provide all of the essential services and opportunities while still maintaining its small town charm. Not many cities can check all the boxes like Montrose,” says Reed.

Attracting Business to a Thriving Downtown Core

As Montrose continues its transformation, the downtown area has become an epicenter for small business growth and creative redevelopment. Bell explains the city’s business-friendly philosophy: “We’ve been fortunate that Montrose naturally attracts interest. In downtown, we focus on small business development, helping existing businesses expand, especially during challenging times like the recession or COVID. Retention has been a big part of our strategy.”

One of the city’s key tools is the Montrose Urban Renewal Authority (MURA), which leverages Tax Increment Financing (TIF) in the Colorado Outdoors Project. Russo clarifies, “We primarily focus on horizontal improvements like utility pulls, curb cuts, side walks, gutters, and parking lots. It ensures our investments remain beneficial for the long term, even if ownership changes hands.”

Montrose has also taken an inventive approach to supporting restaurants through its commercial kitchen grant program. “If someone wants to open a new restaurant, we’ll cover permanent equipment like walk-in coolers, hoods, and ranges,” Bell explains. “Over the past five years, this has resulted in significant private investment, ranging from $1 million to $9 million per project.”

The city’s investment in the Rathbone Hotel, a boutique property with 17 rooms, has also catalyzed growth in the downtown district. Russo highlights its impact: “This project wasn’t just about adding a hotel; it was about creating a ripple effect. Now, businesses want to be near it because hotel guests bring built-in foot traffic. Restaurants, shops, and other services are cropping up to meet that demand.”

The mix of mom-and-pop ventures and small-scale entrepreneurial efforts adds a unique vibrancy to downtown Montrose. Russo remarks, “We’re seeing local retailers and restaurant owners stepping up to fill the space. It’s about cultivating a community where businesses support each other and where visitors can enjoy the charm of a historic downtown paired with modern amenities.”

Expanding Business Opportunities Beyond Downtown

While Montrose’s downtown redevelopment garners much attention, efforts to create economic opportunities extend across the city. Russo outlines the city’s current focus: “We do have some brownfield opportunities, even downtown. For instance, there’s an old laundromat for sale with tanks that need removal. We’re also working on the former Bullock power plant, which the city purchased. Through EPA grants, we’re aiming to clean up the site and create investment opportunities there.”

The Colorado Outdoors area, a mixed-use development, has become a key growth zone. Bell describes its potential: “We have a lot of available land, and while it’s pricier per square foot than other places in town, it’s a prime spot for businesses. Around the south side of this urban renewal authority area, especially along the river, there’s space for restaurants, boutique shops, and other small retail businesses. We’re working with private owners and welcoming developers interested in bringing projects to Colorado Outdoors. Incentives for this area are managed by the Montrose Urban Renewal Authority (MURA),” said MURA Executive Director William Bell.

Housing affordability remains a pressing issue due to rising property values. “Home prices in Montrose have skyrocketed,” Russo notes. “We’ve seen houses increase three- to fourfold over the past five or six years. While wages have also risen, housing costs continue to challenge workers.”

The city is addressing this by pursuing innovative solutions. Mayor J. David Reed explains, “We’ve implemented a new hotel tax, raising it from 0.9% to 6%. A significant portion of the revenue—up to $1.5 million annually—will support affordable housing, childcare, transit, and infrastructure projects, particularly those tied to the hospitality industry.” Montrose is also exploring land-banking strategies to ensure housing development can meet demand. Reed emphasizes the city’s need: “We’re short by about 500 to 1,000 units of diverse housing types. There’s flat, buildable land on the south side, east of town on East Main, and north of town ready for residential development.”

Green Spaces and Sustainability: Building for the Future

Montrose is placing significant focus on enhancing green spaces and integrating sustainable practices into its growth strategy. Bell highlights a major initiative in the heart of downtown: “Centennial Plaza, right next to the Rathbone Hotel, is undergoing a complete redesign. It hasn’t been updated in decades. With the addition of a new boutique hotel and a high-end restaurant in the old city hall building, this space will become a vibrant centerpiece for the community.”

Long-term sustainability is at the forefront of city projects. “We incorporate solar and geothermal energy in many of our city buildings,” Bell notes. “Our visitor center and council chambers use geothermal systems, and we aim for building quality that lasts 50 to 100 years. Brick and masonry dominate, ensuring durability and minimizing future waste.”

The city’s sustainability initiatives extend to transit and energy. “We’ve added charging stations throughout Montrose and partnered with San Miguel Transit Authority and San Miguel County to create park-and-ride locations for bus routes,” Bell explains. A new transit center is also being developed near the Walgreens roundabout in collaboration with All Points Transit. These efforts aim to reduce emissions and support regional connectivity.

The Airport: A Gateway to Growth and Opportunity

The Montrose Regional Airport (owned and operated by Montrose County) has become a cornerstone of the city’s economic development and tourism strategy, linking the community to the nation and driving business and leisure travel. Russo emphasizes the importance of the airport’s recent growth: “It’s doubled in size. We’re now up to eight gates with jet bridges for certain flights. The luggage area has been completely revamped, and we’ve added more desks for airlines like Delta, United, Breeze, American, and Southwest. You can easily get to Montrose from almost anywhere in the country.”

Bell adds, “The partnerships we’ve formed through Colorado Flights Alliance are key. This program pools resources from Montrose, Telluride, and Mountain Village to guarantee flights come in year-round, with a heavy focus on direct flights during ski season and more connections in the summer.” However, the economic impact of the airport extends well beyond its gates. “Without the airport, Montrose wouldn’t be Montrose,” Russo says. “Tourists who come here invest in our city—they stay, they spend money, and they drive our sustainability. Many of our investors and businesses are here because of the airport. It’s vital to our success.”

Partnerships Driving Long-Term Success

Collaboration has been a cornerstone of Montrose’s growth strategy, with public and private partnerships playing critical roles in advancing key projects. Bell emphasizes the importance of these relationships: “Our partnership with Colorado Outdoors will be a cornerstone for the next 20 years. Equally vital are our collaborations with the recreation district and Montrose County, which allow us to achieve far more together than we could individually.”

According to Bell, success in partnerships requires flexibility and a willingness to set aside traditional boundaries. “The most important thing is to not care about turf wars or whose job is what. When everyone, whether it’s the city, the county, nonprofits, or private groups—comes in thinking collaboratively from the start, you get results. You must take some risks, adapt as projects evolve, and accept a bit of criticism along the way.”

He also stresses resilience in the face of pushbacks. “Whenever there’s change, there will be naysayers. But as a team, we’ve learned to develop thick skin. You can’t let criticism derail progress. Collaboration allows us to take bold steps, and that’s what ultimately drives meaningful change.”

Personal Drive and Priorities for the Next 18 Months

As Montrose looks ahead, its leaders focus on addressing critical needs while supporting growth in ways that benefit residents and businesses. Russo outlines some immediate goals: “Infrastructure growth is a big one—enhancing streets, making areas more walkable, and revitalizing spaces. Affordable housing is crucial, giving our community better options. We’re also adding new hotels, like a Hampton Inn & Suites with about 100 rooms by 2026, and more extended-stay options downtown. At the same time, restaurants that are set to open within the next six to 12 months will bring new energy.”

Bell adds, “We’re advancing housing projects in partnership with private developers, with several million dollars in state funding awarded recently. Tax credit programs are helping drive multifamily housing construction. On the transportation side, we’re tackling congestion by building roundabouts and expanding the river corridor road system, easing pressure on Townsend Avenue.”

Childcare is another key area of focus. “We’re opening a city-owned daycare facility for public employees in the fall of 2025,” Bell shares. “It’s part of ensuring we have the services needed to support the workers who are essential to operating our businesses and keeping Montrose vibrant.”

Montrose’s success stems from effective planning and its leaders’ approach to collaboration and understanding. Bell reflects on his upbringing and how it shaped his work today: “My dad was a serial entrepreneur, running dairy farms and other businesses in Colorado and factories in California. That gave me an understanding of the private developer mindset. It’s not about greed; it’s about doing their job and making money. That perspective helps me to empathize with their position while working with them.”

Bell credits his mother with instilling values that guide his leadership: “She always said to treat everyone with dignity and respect, no matter where they’re coming from. That’s helped me to be open-minded and to approach partnerships with positivity, presuming the best intentions.”

As Montrose advances its ambitious plans, these guiding principles—founded on trust, empathy, and collaboration—are setting the stage for continued growth and a thriving community.

AT A GLANCE

Name: City of Montrose

What: A thriving mountain town focused on economic growth, revitalization, and community development

Where: Colorado, USA

Website: https://www.cityofmontrose.org/