Grace Vale is a rare find on the Western Slope. In a region that has become a destination for transplants and relocators, native-born Coloradoans are often seen as unicorns. Born in Grand Junction, Vale’s father was a rodeo rider, which allowed her to live in Ridgway, Telluride, Gateway, and finally, Durango. With this residential background, who could be a better fit to manage the Durango Welcome Center?
Vale’s background provides her with firsthand experience of the surrounding culture that has become the foundation of our mountain oasis. Of Italian descent, Vale’s family has played pivotal roles in the region’s railroads, agriculture, and mining heritages. Working with various groups of Western Slope natives positioned Vale perfectly for her current role in the community.
Vale started working with the Tourism Office in 2007 while running her business, Adventure West Marketing, which promoted travel adventure shows. Her promotional credo was simple: “Come to Durango and DO this.” She was also a fixture with the True Western Roundup rodeo and played a key role in organizing and participating in the Fiesta Day Parades. Her passion for the parade grew from witnessing the unification of the Ute and Navajo tribes in traditional regalia, as they celebrated their unique yet shared history and culture, highlighting what drives Vale: her love of history and desire to preserve Western heritage.
Vale’s upbringing and experience provide her with a unique perspective, combining the past, present, and future. One of the biggest changes she has observed in Durango is the increase in second homeowners.
“We have as much fine dining per capita in Durango as San Diego,” she said.
This “widening,” as she called it, has not come at the cost of our quaintness. Our community feeling, our legion of old-timers, and a collective of multi-generational natives maintain our character and culture. Grace Vale embodies all these characteristics, making her a true unicorn.
Drop by the Durango Welcome Center located at the corner of Main Avenue and East 8th Street to say hi to Grace and her awesome crew.
By Matt Bodo
