We arrived in Ouray on July 16 with great expectations based on friends' experiences and recommendations. At one time it may have deserved the moniker "The Switzerland of America," but all we found was a town that had expanded to occupy every square inch of a naturally beautiful, small valley set among high peaks.
We had done our homework, reading multiple online and print sources for still more information. Nowhere was there any indication that Ouray is the exclusive domain of off-roaders/4WDers and their families during the summer. Nor was there any mention of a special event or week dedicated to off-roaders.
When we arrived midmorning, off-road and 4WD vehicles dominated the main street and spilled into side streets and parking lots. We searched in vain for a place to park and explore shops, galleries and restaurants. As we attempted to drive through town at 15 mph, we were forced to brake and dodge as individuals and family groups jaywalked as if they alone ruled the town and its facilities.
By the time we had navigated the main street, we decided not to have lunch in Ouray.
After passing dozens of motels packed with off-roaders/4WDers whooping in the parking lots ("Woo-HOO!!!" anyone?), and motel swimming pools packed with screeching and fighting children, we decided to eat the cost of our one-night lodging reservation. We headed to nearby Montrose where we found a modest but clean and quiet room at the Western Motel, and bade goodbye to Ouray.
If the tourism industry in Ouray has decided to cater to the off-roader/4WDer market segment, that's their business. However, in my opinion the least they can do is let this important fact be known through their websites and travel guides. Any reasonable person will expect and overlook a certain degree of touristy, or wild, or child-centered, or crowded, or loud conditions during the peak summer travel season. But to arrive in what's touted as a beautiful, quirky, somewhat arty town with wide appeal, only to find the mess described above is more than disappointing. It borders on false advertising by Ouray's tourism industry, and sooner or later it will have major negative repercussions for them. Better to tell the truth, isn't it?
