The Limelight Lodge in Aspen Gets a New Look


The hotel's redesigned website.

BCF, a travel and hospitality marketing and communications firm, is debuting a new name, logo and brand for the Limelight Lodge in Aspen, Colo.

Renamed The Limelight Hotel, the rebranding attempts to capture an energetic and lighthearted spirit with the positioning statement “Lighten Up.” A redesigned website features bright, colorful stripes and portraits of guests and their four-legged companions.

“Unlike many of its competitors, The Limelight doesn’t take itself too seriously,” said Art Webb, president and CEO of BCF.  “The Limelight serves beer and pizza instead of wine and cheese, has open gathering spaces that invite a kind of casual communalism, is known for its outstanding live music and has a warm, friendly staff.”

Agents can check out the new website at