Welker: Beyond the algorithm

Twenty five years ago, on a brisk May morning, I arrived in Aspen. It felt like stepping into a town right on the edge of something big, and a little edgy. Ask anyone who was around then, and they’ll tell you the same: there was a buzz. A low hum that Aspen was about to take off.

Back then, Aspen felt refreshingly creative and already a little cocky. Unsure whether it wanted to be a world-class destination or just the coolest little town in the Rockies, beloved by both John Denver and Hunter S. Thompson.

Sure, downtown’s polished up a bit since then, but the days are still long, the mountain still dances with daylight, and the trails? Still calling your name like an old friend.

That first summer, I walked into the newsroom at The Aspen Times and landed squarely into the chaos. There were more office dogs than people, an arts and entertainment editor in pajama pants and a Grateful Dead shirt, and a janitor who made every day — and night — shift memorable. This place was straight out of a workplace sitcom, and it gave me stories I still cherish as I chase my pace on my daily run up the mountain.

I have been truly lucky, I fell in with The Aspen Times legends — Sue Lum, who had the sharpest wit and feisty personality with zero tolerance for BS; Mary Eshbaugh Hayes, whom I felt was living Aspen royalty, could make an average dinner party feel like poetry; and John Colson, Scott Condon and Andy Stone who somehow herded local madness into stories people couldn’t get enough of and held elected officials accountable with real old-school journalism. That newsroom was beautiful, and ad rep village was bustling; that summer 25 years ago still resonates with me today.

Meanwhile, my wife was teaching at Aspen Elementary School, which kept us tethered to the town’s real heartbeat. Aspen isn’t just gondolas and galas. It’s teachers, snowplow drivers, servers, and artists. That perspective grounded me. We were instantly woven into the local fabric, allowing us to tap into Aspen’s soul, so to speak.

Early aughts Aspen was a creative petri dish with a wild streak — and it demanded humor, heart, and hustle. If you brought all three, Aspen paid you back in opportunity and one hell of a social calendar.

Eventually, I felt the itch to go out on my own — how very Aspen of me! I had an entrepreneurial spirit, a network of incredible people, and a hunch that I could help brands and businesses tell their story better working from a different perspective.

In 2002, I walked into the Isberian Rug Company, looked the owners in the eye, and said, “I just started an agency and you should let me handle your marketing.” No pitch deck. No long emails. Just me, a flip phone, a fax machine, and a gut instinct that I could deliver more. They said yes. And just like that, my maverick agency that would eventually become WDR Aspen was born.

In the Spring of 2022, I partnered with the brilliant Olivier de Ridder to forge a new agency concept: WDR Aspen (WDR? That’s Welker de Ridder).

Together, we’ve grown from a sole proprietorship into a full-service agency serving hundreds of clients — but with an Aspen heart.

We’ve built our team from the ground up with nearly 60 creatives, strategists, and misfits working with clients across town and across the country—but Aspen is still our soul.

We understand that marketing is not simply chasing trends or gaming the algorithm. It’s about showing up, sticking around, and earning trust by doing the work.

The kind of work that happens after a handshake on a gondola, or a lightbulb moment on the Ute. This town has been our test kitchen, our proving ground, and our inspiration.

We market brands the Aspen way: with grit, creativity, and community at the core. Throw in a ladle or three of Olivier’s trademark strategy, and you’ve got a recipe for success.

And 23 years later, we’re still proudly telling Isberian’s story. And, we understand that marketing is not simply chasing trends or gaming the algorithm. It’s about showing up, sticking around, and earning trust. We market brands the Aspen way: with grit, creativity, and community at the core. Throw in a ladle or three of Olivier’s trademark strategy, and you’ve got a recipe for success.

This column is an extension of that.

You’ll meet people like Stephan Isberian, whose family business is a cornerstone of this town. You’ll hear from visiting icons and get behind-the-scenes on the creative campaigns that keep Aspen’s energy electric. No fluff. No filler. Just real stories about building things that last in a place that commands presence, in both aesthetic and business.

This isn’t just about business and marketing. It’s about people, place, and time. About keeping Aspen’s culture sharp and soulful — with a little humor, humility, and heart.

See you on the mountain, around town, and right here in these pages. Either way, it’s all Aspen.

— Bryan

Bryan Welker, president of WDR Aspen, brings 25 years of marketing expertise and deep Aspen roots to share insights on valley business and marketing. Reach out: bryan@wdraspen.com.