Surf Hotel Opens in Buena Vista with Branding by Denver’s Cognoscenti Creative


By Egotist / /

The Surf Hotel is a new 42-room boutique hotel on the banks of the Arkansas River in Buena Vista, CO. Inspired by the understated elegance of European hospitality and the spectacular natural beauty of the Rocky Mountains, the hotel offers guests a sense of luxury without pretension, while building on Buena Vista’s growing reputation as a destination for adventure travel.

Situated in the burgeoning neighborhood of South Main, the hotel brings to fruition Founder/Developer Jed Selby’s vision for this new urbanism community, originally founded in 2003. “The vision of South Main is to create a walkable, family-friendly neighborhood that captures all my favorite BV activities: kayaking, live music and eating great food. Today, the community is defined by a unique mix of beauty, convenience, proximity to nature and an incredibly high overall quality of life. The hotel brings yet another level of vitality to South Main with riverside dining, a killer cocktail bar, an artisanal bread program and a world-class venue for concerts and events.” Additionally, the Surf Hotel provides numerous amenities for events, group travel, weddings, private retreats and corporate events.

To support branding and communications for this ambitious project, Selby brought on Denver-based agency Cognoscenti Creative. Among the challenges of the project was Selby’s existing Surf Chateau — an AirBnB-type property adjacent to the larger Surf Hotel. Differentiating the vibe and amenities of both businesses was a principal objective for the project, while simultaneously ensuring that the new hotel did not overshadow the unique experience of its complementary sister property.

Inspired by Buena Vista’s exceptional natural beauty, as well as the laid-back sophistication of the hotel’s design, the Cognoscenti team developed a custom logo, core brand messaging, website content, lifestyle photography, menus, press releases and event materials to translate the vision of the Surf Hotel to a range of digital and print mediums.


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