Steamboat Springs Hot Springs Resort Debuts Wellness Membership

Old Town Hot Springs has launched its first annual membership program, aiming to build a steadier base of local visitors to complement the seasonal wave of tourists that has traditionally driven the resort's revenue.

General manager Colette Marsh says the membership, which includes unlimited pool access and discounted spa treatments, was built specifically with year-round residents in mind. "Tourists come in waves around ski season and summer," she said. "Locals are here every week, and we hadn't built anything that rewarded that."

Filling the Off-Season Gaps

The resort's slowest periods have historically fallen in the shoulder seasons between winter and summer tourism peaks, and Marsh says the membership program is partly designed to smooth out that gap by giving locals a reason to visit consistently rather than just during high season. Early enrollment data shows a noticeable uptick in weekday visits since the program launched, a pattern Marsh attributes largely to members using the pools as a regular fitness routine rather than an occasional treat.

Membership tiers range from basic pool access to a premium tier that includes monthly massage credits, a structure Marsh says was designed after surveying existing season pass holders about what would make them visit more often. The premium tier has outperformed initial projections, accounting for close to a third of new memberships in the program's first two months.

A Model Other Mountain Towns Are Watching

Steamboat Springs isn't the only mountain town wrestling with how to balance tourist revenue against building a sustainable local customer base, and Marsh says she's fielded interest from operators at other Colorado hot springs properties curious about the membership structure.

The resort is now considering adding a family membership tier aimed at local households with children, a segment Marsh says has been underserved by the resort's traditionally adult-focused wellness marketing.