Limelight Hotel Aspen + Ketchum

Lighten Up

The Hotel Keys to Happiness

The Limelight Lodge opened in the 1950s, but nothing except the name remained after a new 126-room hotel was built in 2008. Now as a new, 4-star property in the heart of Aspen, CO, they needed to step outside of the shadow of the former lodge and establish a brand position that could drive demand and realize a full-service rate – despite not having all of the amenities commonly associated with a full-service property. Instead of competing with an outdated idea of luxury, we decided to tell the world to Lighten Up and redefine the four-star hotel experience.