Limelight hotels, owned and operated by Aspen Hospitality, are known for hotels in some of the most iconic adventure destinations. It’s built its reputation on exceptional service and luxurious comfort, but at its core, Aspen Hospitality’s key distinction lies in its commitment to the local communities in which it exists and to giving back. One way the company does this is through its portfolio-wide Community Fund program.
Unlike other corporate philanthropy programs that focus solely on financial contributions or top-down decision-making, Aspen Hospitality lets Limelight employees allocate where the dollars go. This approach transforms the way employees engage with their work and the places they live.
Limelight’s corporate philanthropy journey
Limelight’s journey in corporate philanthropy began when the Limelight’s ultimate parent company, Aspen One established the Environment Foundation in 1997 as a way to give back to environmental nonprofits in Aspen; “and we also wanted to do it in a way that brought our employees into the process and taught them about philanthropy,” says Marlaina Murphy, sustainability manager at Aspen Hospitality.
In 2016, Aspen One expanded its philanthropic focus and started the Caring for Community Fund, supporting critical needs like health care, crisis support, and education.
“The Denver Foundation has enabled us to engage employees and also target the community’s biggest needs. It’s a great partnership.”
- Sandra Dykes, Limelight hotel manager
Like the Environment Foundation, this fund also put employee involvement at its core, demonstrating how local engagement could strengthen both the business and the community.
“We try to focus our efforts on programs that will benefit the employees and the guests, and make a better community as a whole,” says Murphy.
Since both the environment and local community are essential to its business success, Limelight creates strategic philanthropic programs that directly address community needs through its individual Community Fund managed by each property.
Understanding local needs through local partnerships
When Limelight Denver opened in 2023, continuing this practice of corporate philanthropy was a given. Similar to the Caring for Community Fund, which was created to support communities throughout the Roaring Fork Valley, the Denver Community Fund was created to support communities throughout metro Denver.
However, unlike the small mountain towns in the Roaring Fork Valley, Denver was a large, diverse urban center with different social dynamics, and an overwhelming number of potential causes to support.
Limelight needed a way to understand the unique needs of the city and navigate its complex philanthropic landscape.
A key to the success of Limelight’s philanthropic efforts at its other locations has been its strong partnerships with community foundations. The Denver Foundation became an essential partner.
“When we first started this program, it was a little bit overwhelming because there were so many amazing local nonprofits to work with,” says Murphy. “The Denver Foundation has been great with helping decipher how we should prioritize our giving.”
The Limelight Denver Community Fund is a business donor-advised fund managed by The Denver Foundation. Through the donor-advised fund, The Denver Foundation provides Limelight Denver with administrative support for grantmaking and fund management. It’s also a collaborative partner, providing tailored guidance and connections to local nonprofits. This hands-on support ensures that Limelight’s philanthropic efforts are well-managed, and are responsive to the local community’s needs.
“There are two different pieces to our program. [The Denver Foundation] helps us manage our money on back end. In addition, there’s also a whole pool of information for us when we’re opening news hotels to really understand what the biggest needs in our community are and how our giving can me the most impactful,” says Murphy.
Designing an employee-led program
Sandra Dykes, hotel manager at Limelight Denver, worked closely with The Denver Foundation to build a program that made it easy for employees to engage in local giving and learn about the process.
“People want to be involved. They just don’t always know how. It can be overwhelming, and this gives them a chance to be involved in an impactful way.”
- Sandra Dykes, Limelight hotel manager
“One of my tasks and goals was to get the community fund up and running at this hotel. It is such a core value of our company, and I just think it’s an amazing opportunity and experience for the employees to be involved in,” says Dykes.
Like Limelight’s other corporate philanthropy programs, the Limelight Denver Community Fund intentionally focuses on employee engagement. The Limelight Denver Community Fund is funded by employees and supported by a 2:1 match from the hotel.
Employees can get involved by donating, and by joining the employee-led board that runs the program. As board members, they learn about local needs and distribute grants to nonprofits that address those needs.
“A lot of the board members haven’t been through this process before. They’re not quite sure how to evaluate a nonprofit, what to look for, and maybe the biases toward things that they’re not even aware of. The Denver Foundation has been super helpful in supporting the board in that way,” says Murphy.
Building employee skills beyond the workplace
By participating in the Denver Community Fund, staff have the opportunity to learn about philanthropy, strategic decision-making, and nonprofit evaluation. These experiences often inspire employees to continue their community involvement beyond the workplace.
“There’s a whole skill set component that you’re also building into your employees,” said Dykes.
“We got a lot of feedback from employees that it really made their work more meaningful. They loved being a part of something bigger and giving back to their community,” says Murphy.
Creating a culture of giving
These newly developed skills do more than empower employees professionally—they help shape a workplace culture rooted in purpose.
“When we talk about the values of the company, we talk a lot about honoring place, being an active part of your community, and making your community a better place. We talk a lot about building a culture of care, and a culture of accountability.”
- Sandra Dykes, Limelight hotel manager
Dykes makes it clear to her staff that their experience as local community members, and their connections to other local community members — as friends, family, and neighbors — is valued experience.
“You see what affects your community, and now you have a position to influence that,” says Dykes.
Limelight’s hands-on approach empowers employees to make a real difference in their own communities.
“You can go to just about any company’s website nowadays, and they have a whole page on their green initiatives, their sustainability initiatives, and their giving back initiatives. But that’s just words on paper. I’ve seen it come to life in this company,” says Dykes.
Expanding impact across communities
As Limelight continues to expand, so does its giving practice. Proactively engaging with new communities to build trust and establish philanthropic roots is a critical part of its business.
“We’re building two hotels, one in Boulder, [Colorado], one in Mammoth, [California]. We’ve already started the conversation as to what we can start doing now from a company standpoint to show our appreciation for the community and start giving back to those communities,” says Dykes, adding, “What can we start doing now to show people—we want to be a part of your community. We’re going to live in your community. We’re going to participate in your community. How do we start building that engagement in the community and giving back because it’s so important to us.”
Three key lessons for building employee-led philanthropy programs
For organizations looking to build meaningful community engagement, Limelight Denver offers the following advice:
- “Turn it over to your employees. They’re going to need some guidance and they’re going to need some structure, but they’re the ones you want to be involved.” – Sandra Dykes, hotel manager at Limelight Denver
- “Don’t tell them what to do. Give them the guidelines. Give them the framework. Give them the tools and the support that they need to be successful. There’re so many people out there that want to help, but don’t know how.”- Sandra Dykes
- “Stick with it, even if it gets challenging. We’ve definitely run into our fair share amount of obstacles. It’s disappointing when that stuff happens, but it is really important to just stick with it and keep giving your employees the opportunity to give back in these ways.” – Marlaina Murphy, sustainability manager at Aspen Hospitality – owner and operator of Limelight hotels.
Business Donor-Advised Funds
For leaders seeking a path to sustainable corporate philanthropy, consider how a business donor-advised fund can support your efforts. To start giving more strategically and make a deeper impact with your corporate resources, contact our team at information@denverfoundation.org or 303.300.1790.