If you want to understand what makes Eagle County such a special place, don’t look at the mountain views (although they are nice!). Instead, look at the people who pour your coffee, fix your bike, design your home, or teach your kids how to ski. Look at the small business owners in Gypsum and the startup founders working from co-working spaces in Eagle. Look at the folks behind the counter at your favorite shop in Minturn or the server who knows your order by heart in Edwards. And look at the hoteliers, retailers, restaurateurs, and service providers in Vail and Beaver Creek.

Because around here, business isn’t just business, it is community. It is a connection. It is the heart of who we are.

There’s a story worth telling here. And it’s not about Wall Street. It’s about Bridge Street. It’s about Broadway in Eagle. It’s about every storefront and every entrepreneur who’s decided that this is the place to build something that matters.

Too often, when people talk about business, they use language that’s abstract and impersonal. Capitalism. GDP. “The economy.” But in Eagle County, we know that business isn’t some faceless institution. Business is people. It’s our neighbors, our friends, our kids’ coaches and mentors. It’s the teenager in their first job, the parent juggling work and family, and the retiree starting a second act.

And what these people are building isn’t just commerce. It is community impact. Local businesses create jobs, provide essential services, and help define the character of the valley. They’re where we work, of course, but also where we grow, where we connect, where we give back.

Think about how the economy shows up in your everyday life. It’s the paycheck that helps a young professional afford rent in Edwards. It’s the childcare center in Gypsum that enables two working parents to pursue careers. It’s the ski and snowboard instructor in Vail who guides guests through unforgettable experiences and whose income supports a wide network of service providers, retailers, and restaurants.

Let’s not overlook how responsive business can be. Eagle County runs on adaptability. Our seasons change, our needs shift, and our businesses evolve right alongside us. During the pandemic, we saw restaurants flip to takeout models overnight. Retailers moved online. Gyms started virtual classes. That kind of responsiveness—quick, nimble, human—is the strength of the free enterprise system in action.

Free enterprise isn’t just about making money. It’s about making choices. It’s about creating opportunities. It’s what allows someone to take an idea, build a business, and contribute something meaningful to the community. Sure, it’s not perfect. But it is powerful—and uniquely capable of adjusting, innovating, and driving local prosperity and community.

We should be telling that story more often. Not in wonky terms or political platitudes, but in plain language. The language of real people doing real things that make a real difference.

Because here’s what’s true: when our local businesses thrive, so does Eagle County. And these businesses don’t just survive here - they give back. They sponsor Little League teams and school events. They donate to local causes. They support our nonprofits, festivals, and first responders.

Our local businesses don’t just do business in the valley, they do business for the valley.

Let’s keep lifting the role of business in our community. Let’s keep celebrating the builders, the dreamers, and the doers who make this place work. Let’s remember that when business works, Eagle County works.

And when Eagle County works, we all thrive.

Chris Romer is president & CEO of Vail Valley Partnership, 3-time national chamber of the year. Learn more at VailValleyPartnership.com