On a recent St. Patrick’s Day evening, ZU Gallery in Cortez was filled with live Irish-influenced music, laughter, and a steady stream of audience members stepping up to read limericks.
The event, called Limericks and Libations, is now in its fourth year. It features a mix of live music and a community poetry contest, with prizes awarded by audience vote.
“We added a limerick contest, which has been both funny and dirty,” said owner Jodi Jahrling. “It has grown over the years.”
While the event has become a local tradition, it’s also part of a broader strategy Jahrling has developed to keep her business steady during the colder months.
In many communities, winter is considered the slow season for tourism, and Cortez is no exception. City tax data shows lodging revenue tends to dip in the colder months, when fewer visitors travel through the area.
“I am not the typical ‘wait for summer tourism’ venue,” Jahrling said. “My business actually drops in the summer.”
Instead, she said, winter is often her busiest time — when locals are more likely to seek out indoor activities. To maintain that momentum, Jahrling builds a full calendar of events throughout the fall and winter months.
“There’s not a day that there isn’t something happening,” she said.
As the weather warms up, however, attendance tends to shift.
“When the weather is changing, people want to be outside,” Jahrling said. “I get it.”
That seasonal transition presents a challenge for indoor venues, as residents trade nights out for time on patios, trails, and other outdoor spaces.
To keep people coming through the door, Jahrling focuses on creating events that feel unique — and often one-of-a-kind.
“How do I keep giving local musicians work, but have something that feels one of a kind?” she said.
That approach has led to a wide range of programming, including themed cover nights, silent film screenings with live piano accompaniment, and novelty events tied to visiting performers.
“I follow all kinds of businesses across the world that are sort of similar to mine,” Jahrling said. “Sometimes I’ll see something and think, ‘Nobody else is doing that — let me try that.’”
In a small community like Cortez, she said, variety is key.
“You just get burnt out sometimes,” she said. “You start to crave something different.”
Beyond business considerations, Jahrling said the events also serve a broader purpose: creating opportunities for people to connect.
“We do have to take care of each other,” she said. “Coming up with ways for us to be together.”
At ZU Gallery, that often means leaning into the unconventional — and embracing the kind of creativity that reflects the community itself.
“People who live rural are on the higher weird spectrum,” Jahrling said. “So it speaks to them.”
As the first round of limericks took the stage, the crowd responded with laughter and applause — a reminder that even during quieter seasons, there are still reasons to gather.
