The Limelight Hotel is the essence of the original Aspen – a community of fellow travelers looking for renewal of mind, body and spirit, camaraderie and adventure. It is also a timely response to an emerging customer need. In a market gravitating towards Millennial values – social interaction, unique experiences, and storytelling, it is a hospitality brand on the cutting edge. We were asked to make this Aspen success story “portable” through a new website, introducing the Limelight idea to Sun Valley and other like-minded places. We developed a web strategy based on qualitative and in-person research that translated the physical experience into the digital experience, by creating a community online that continually offers useful content in a fresh, Limelight way.