A sassy raccoon with a reusable shopping bag, a bunny bemoaning an abandoned campfire, and a sad squirrel in the presence of trail trash are just a few of the characters megaphoning messages for the TheyDidWhat.org campaign.

Edgy and credible, bold but reassuring, TheyDidWhat.org (TDW) is a no-nonsense travel guide that advocates for sustainable adventuring in Eagle County. Spearheaded by a pack of local eco-experts, TDW offers insider tips to make every moment count. Visitors (and locals) can get the most out of every moment in the wild by making good choices and showing up prepared—protecting the wild from ourselves and keeping the outdoors beautiful. The campaign was also trans-created in Spanish—QueHicieron.org—to ensure cultural relevancy.

Dennis McMahon, founder of Hyfyve Marketing, led the creative effort. He notes, “Those of us who've lived here for decades have witnessed the increased strain humans are putting on our wildlife, lands, and waters. TheyDidWhat.org gets back the basics with actionable, educational messages about making good choices when in nature.”  

This isn’t just for visitors, McMahon emphasizes, “Everyone can learn something here, and leading the creative execution has been a heartfelt reminder that I, too, can always take better care of the place I love."

The campaign came about with the support of a voter-approved tax passed in 2022 for unincorporated Eagle County. A portion of these funds are earmarked for marketing, communications, and engagement that benefit the areas subject to the lodging tax. They’re administered by Eagle County Lodging Tax Marketing Committee annually.

“We appreciate the support of the committee for the investment in the TheyDidWhat.org destination stewardship marketing campaign,” says Vail Valley Partnership President and CEO, Chris Romer.  “This effort is designed to provide useful tips and practical guidance to visitors and locals alike, in alignment with Eagle County’s goals.”

On the Roaring Fork Valley side of Eagle County, Basalt Chamber President & CEO Kris Mattera is also rolling out the campaign. “It’s a fun way to get the serious message out about the importance of responsible recreation and taking care of the outdoor spaces we all love,” Mattera notes.

The campaign was designed to be eye-catching and edgy, with Denver-based illustrator and screen printer Joe Triscari tapped for the artwork. He operates under the moniker Moon Light Speed and specializes in gig posters and serigraphy, creating artwork for bands like Tame Impala, Jawbreaker, Ween, and Lenny Kravitz. He has been featured in various publications and exhibits internationally. When not working, he spends most of his time playing in the mountains with his family and friends.

English and Spanish assets are available online for sharing in the partner toolkits—free and available for anyone. “Share with your networks and take the pledge,” encourages Romer. “So everyone knows you stand for what you stand on.”

About Vail Valley Partnership

Vail Valley Partnership, a 501c(6) nonprofit organization, has been engaged in the community from the early days of Vail, starting in 1964 as the Vail Resort Association. Over time, we have grown to become the regional community development organization dedicated to the community vitality of the Vail Valley. With a membership of 750+ organizations that spans the Vail Valley, and beyond, Vail Valley Partnership is dedicated to ensuring local business success and fostering regional community vitality by offering local business tools and resources, promoting the Vail Valley to destination guests, and initiating economic development efforts. Learn more about Vail Valley Partnership at vailvalleypartnership.com

About Basalt Chamber of Commerce

Officially incorporated as a 501(c)6 nonprofit organization in 1983, the Basalt Chamber of Commerce has been serving the mid-Roaring Fork Valley business community and its visitors since the 1970s when it was named the Fryingpan and Roaring Fork Chamber of Commerce. The organization serves as a chamber of commerce championing local businesses; as a destination management organization promoting and attracting visitors to the mid-valley; and as an economic development organization focused on fostering vitality and resiliency in the region. Learn more about the Basalt Chamber at basaltchamber.org