On July 4, 2026, the United States will mark 250 years since the signing of the Declaration of Independence. The national commemoration, known as America250, is a multi-year celebration reaching every corner of the country. For Guest Services, a company that has stewarded America’s national and state parks for more than a century, the moment is deeply personal. “We never viewed ourselves simply as operators in these spaces,” wrote CEO Nico Foris. “We viewed ourselves as guests entrusted with something far bigger than our business.”
A Celebration Already in Motion
Chris Bloyer, Vice President of Operations, has seen the energy firsthand. When our team opened a new food service operation at the Federal Law Enforcement Training Center (FLETC) in Charleston, South Carolina, they turned the launch into a full America250 activation. “We needed local government and client approval to use A250 on our uniforms, menus, and signage, staff buy-in to proudly wear the new uniforms, and management buy-in to produce the menus and signs and take full advantage of all the opportunities available,” Chris said. Everyone got on board, and the opening became a showcase for what the celebration can look like when a whole property commits.
That momentum is building across the organization. Corporate partnerships with America250 and the administration’s Freedom 250 program are opening new doors. “The list of major corporations participating in A250 and F250 is extraordinary and growing every day,” Chris said. Existing relationships with our partner-vendors now include America250 product lines, and new partners like Ace Specialties have come on board to provide co-branded merchandise. Events are scheduled nationwide all year, giving our properties more opportunities to participate.
Nico grounded the opportunity in the company’s heritage. “From the very beginning, hospitality was core to who we were,” he wrote. That foundation evolved into trusted partnerships with the National Park Service and state park systems, built on consistency. “We lead with integrity, honesty, and fairness, and we treat everyone with dignity and respect. Over time, that consistency has been the foundation for earning, and keeping, their trust.” Today, our teams serve more than 30 million visitors annually.
Creative Activations from Coast to Coast
Laura Sherman, Vice President of Hospitality, outlined programs already rolling out across properties. A retail contest is challenging managers and cashiers to promote America250 and drive sales while showcasing property-specific logos. Properties are receiving logoed souvenir cups for specialty drinks created by staff, doubling as keepsakes for guests. America250 uniforms are going out to select locations to spark conversations about the anniversary. And Adventures Unbound is building lodging and recreation packages tied to the celebration, with Central Reservations agents ready to share the story with guests.
Brandy Frederich, Vice President of Hospitality, developed a toolkit of creative activation ideas for properties to adapt to their local settings. She recommended using the America250 Quick Reference toolkit to help teams “highlight local stories, cultures, flavors, art, and landscapes with respect and accuracy, connecting guests to the places we operate in.” Her concepts include:
- Celebration Sips: Cocktails and mocktails named for local landmarks, like the Fort Fire Old Fashioned (“smoky warmth recalling campfire nights”) or the Trailhead Refresher mocktail.
- Creative Merchandising Displays: Use tasteful props and themed visual merchandising to create displays that draw guests in, spark curiosity, and connect merchandise to the local story. Rather than simply shelving products, build small scenes that reflect the heritage, industries, adventures, and landscapes tied to the property. Themes such as mining, gold foraging, and mountaineering equipment can create memorable focal points, with simple talking points that connect products to local stories, history, and the spirit of exploration.
- Decade Dinner Specials: Feature rotating specials inspired by different eras of the past, tied to each property’s unique history
Every Property Has an American Story
“Everywhere we operate and every client we serve has its own American story to tell,” Chris said. “We need to uncover what makes each one special and highlight it as part of what makes America.” His advice to unit teams: look at what you already offer and find the history behind it.
Serve chocolate chip cookies? Tell guests about Ruth Wakefield, who invented them at the Toll House Inn in Whitman, Massachusetts in the 1930s, one of the most iconic American food creations. Offer kayak rentals? Share the story of Greg Barton, who was born with two club feet and went on to win America’s first Olympic gold medals in kayaking at the 1988 Seoul Games, taking two golds in a single day by one-hundredth of a second. “America created National Parks,” Chris added. The stories are already there.
Brandy emphasized making the celebration personal for team members, too. She recommended property newsletters and communication boards with prompts like: “Who here carries a family tradition tied to this town or state?” and “Share a favorite person in history whose work helped shape this park.” When team members feel connected to the story, guests will too.
A Turning Point for the Next Generation
For Nico, the stakes go beyond 2026. “These parks are more than destinations,” he wrote. “They are classrooms, gathering places, and living reminders of our shared history and values.” He sees America250 as a chance to shape how the next generation connects with public lands: “When done right, hospitality becomes a powerful tool for conservation, helping ensure these parks remain accessible, respected, and preserved for future generations.”
He continued, “If we do this right, America 250 won’t just be a moment of reflection. It will be a turning point that inspires lifelong appreciation, responsibility, and pride in our public lands and in what it truly means to be an American.”
