No one knows what makes a certain place special better than the people who live, work, and play there. Recognizing this simple fact, Colorado Governor John Hickenlooper will tap not just agency professionals for the creation of the state’s new tourism campaign, but local residents as well.

This week Hickenlooper’s government called upon centennial state dwellers to share their ideas, photos, illustrations, etc. about what “makes Colorado, Colorado” via the official website Makingcolorado.gov and the hashtag #makingcolorado. The public will also be able to vote on ideas for a new state identity created by professionals like Made Movement, Sterling Rice Group and Karsh/Hagan.

The promotional video/call for submissions begins, “Colorado has always rocked…but…there’s been a renaissance in the Rockies.” It goes on to ask, “who better to help make the new brand, the new look and feel of the state of Colorado” than the state’s innovative, creative, and passionate residents. “We’re asking you, the people who have made Colorado so much more, to show us what makes Colorado Colorado.” Quite stirring, even to those of us who live on the other side of the country.

We look forward to seeing the outcome of this professional/public partnership, and we can’t help but wonder whether the team will seriously consider all the inevitable weed-themed submissions…