Loveland, Colo. — When your town bears the name of a guy called Loveland, you’re either going to try to keep a straight face and ignore it or throw dignity to the wind and create an entire identity as a city of love. Loveland, Colo., where I have lived for more than 40 years, has chosen the second option, in spades. Or, rather, in hearts.
What does this city of more than 80,000 — in the shadow of the Rocky Mountains, an hour’s drive north of Denver — have to brag about? Love. “There’s no better branding than love,” says Cindy Mackin, who was Loveland’s tourism director for twelve years. “I mean, you’ve got to lean into that.”
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