MONTROSE – The Montrose Visitors and Convention Bureau kicked off summer last week with a party in the parking lot to announce their new branding with the theme, “Look Deeper.”

Everyone was invited, and several hundred people showed up for free hot dogs, hamburgers, drinks and T-shirts as well as drawings for prizes.

About a half dozen outfitters and representatives from agencies like the Bureau of Land Management and Black Canyon of the Gunnison National Park manned informational displays as guests ate at long picnic tables in the parking lot next to the visitors center. Outfitters promoted outdoor activities such as white water rafting, fishing, golf, motocross and off-country vehicles.

Visitors bureau Executive Director Jenni Sopsic said the event went will because of a lot of help from a great volunteer committee.

“We wanted to introduce people to all the great things to do in Montrose,” she said. “It’s been a wonderful turnout.”

Each visitor was given a “goody bag” of free stuff along with brochures and a free t-shirt featuring the new logo depicting Black Canyon.

The new logo was also used on the front of the visitors center’s new Adventure Guide booklet, with Black Canyon in the cover photo. The national park at the canyon is celebrating its 10th anniversary this year, and the first six pages of the 30-page booklet devoted to it with photos.

“Spend a few minutes gazing at it and the rest of your life trying to describe it,” reads the legend on one photo. Another reads, “It’s amazing how something that makes you want to shout can leave you speechless.”

Inside the front cover is an introductory statement, that ends with: “So, whether you’d like to get up close with nature of simply want to get away for a memorable weekend, take a deeper look at Montrose. You never know what you might see.”

The booklet, which is available at the office of the visitors at 1519 East Main St., includes sections on history and culture, local attractions, recreation and year-round entertainment. Included is information on surrounding natural attractions like Cerro Summit Recreation Area, Curecanti National Recreation Area, Gunnison Gorge, Telluride and the Uncompahgre National Forest. Airline information is included as well as several pages devoted to restaurants, lodging and camping, with a map of Montrose as the centerfold.