Roses are red, violets are blue. Cards are sweet, and stamps are, too!
For 80 years, the city of Loveland has been offering people the chance to give their Valentine’s messages some TLC with its Valentine re-mailing program.
What started as a cute nod to the city’s name has grown into an extravagant, on-brand season of celebrating this little holiday.
“The Loveland Valentine Remailing Program has a powerful ripple effect that reaches far beyond the cards themselves,” Mindy McCloughan, president and CEO of the Loveland Chamber of Commerce, said during a recent press conference to kick off this year’s festivities. “Locally, the program brings the community together.”
The remailing program began in 1946, when the local postmaster and a businessman came up with Loveland’s stamp-collecting oddity. It took a few years before they found the right combination of marketing it as “The Sweetheart City,” and gaining national recognition.
Here’s how it works: Anyone in the world can send a pre-addressed and pre-stamped Valentine’s card in a larger envelope to “U.S. Postal Service, 446 E. 29th St., Loveland, CO 80538” before Feb. 2, 2026. Volunteers — some from corporate sponsors, others who might come off the annual wait list for this opportunity — then carefully use a rubber stamp with this year’s winning original verse on the envelope. From there, the cards go to a specific post office in Loveland, where they get a postmark recognizing that it was mailed from Loveland.
It takes more than 150 volunteers over the course of two weeks, working in four- to five-hour shifts, to successfully operate the program, according to McCloughan. A core group of five seasoned volunteers oversees the stamping, plus handles any problems that require an experienced eye with a meticulous attention to detail.
When demand to volunteer exceeded the available spots, the team came up with the idea for a shadow program that allows wait-listers to observe the volunteers so that, like understudies, they can step in when there is availability. For those who want to volunteer, contact the Loveland Chamber of Commerce, but know that the combination of a decline in the amount of mail and the increase in volunteers means there may not be much need.
“At the program’s peak, more than 300,000 Valentine’s were received each year to be stamped with Loveland’s distinctive Valentine message,” said McCloughan, calling this the “largest Valentine’s remailing program in the world.”
“Today, we continue to process approximately 100,000 Valentine’s annually,” she added.
Jeff Niedens won a Loveland Valentine's card contest with a design showcasing the town name and a backlit tree. (Provided by the city of Loveland)
This year, there were two contest winners for both card and verse — meaning there are two choices for the cards.
Tiffany Villavicencio, a Loveland native who has won previously, designed a card showing a sunset behind the lake with the verse, “For 80 years each Valentine’s Day, Loveland has found a unique way to say, we’re sending you love, thoughts & well wishes, from the Sweetheart City with hugs & kisses.”
Jeff Niedens also won with a design showcasing the town name and a backlit tree. His winning verse: “Beneath the old oak tree, the sun’s soft shining light, Our hearts grow steady, gentle, and bright. Heart intertwined like the branches above, Now and forever deeply in love.”
In a third contest, Corry McDowell won with artwork and verse for the stamp that goes on the back of cards, which reads, “In the Sweetheart City/Joy takes flight/80 Years of Love/shining bright” with an image of a child cowboy branding a tree with “80.”
In addition to the remailing, people can order one of these original cards (winner of the annual art contest) that is inscribed or blank through the Loveland Chamber of Commerce, then have it sent through the remailing program with the various stamps and postmarks.
Another option is to go to the historic post office downtown (601 Cleveland Ave.), where there is a charming, hand-painted mailbox inside to drop these special cards and letters for the distinctive postmarking. The deadline to get the stamping and postmarking for mail within the continental United States is Feb. 7, and Feb. 10 for mailing within Colorado.
Charles Lammers, tourism marketing manager for Visit Loveland, said “there is no way to gather exact figures for the total economic impact of Loveland’s annual Valentine season,” but did offer that the Loveland Sweetheart Festival — to be held on Saturday, Feb. 14, this year — brings in “anywhere between $700,000 to $1.3 million in revenue for the community.”
Purchase a lock, inscribe it, then attach it to a love sculpture in Loveland. (Then throw away the key to show true commitment!) (Mindy Sink, Special to The Denver Post)
On the visitloveland.com website, there are a plethora of “official” Valentine’s Day products from Loveland, such as cupcakes, beer, wine and coffee. There are even sweetheart deals on lodging during this special time. Sylvan Dale Guest Ranch has two packages: a one-night stay in a cozy cabin that includes dinner and breakfast for $350-$400 per couple or a two-night cabin stay with dinner, live music one night, and Sunday brunch for $550-$600 per couple. Trail rides are available for an extra cost and are weather dependent. (Look for other package deals at participating hotels.)
More adventurous? Treat your honey on a ride in a red heart-shaped hot air balloon. Love Hot Air Balloon Rides in Loveland can make hearts soar with a $375-$1,200 ride in a basket that is held aloft by a red heart-shaped balloon.
Sweetheart Festival
And don’t miss the big day on Saturday, Feb. 14, when Loveland hosts the Sweetheart Festival. Here’s the schedule of events:
9 a.m. The Loveland Visitors Center opens. Purchase a limited-edition lock ($20), customize it and then attach it to the L-O-V-E sculpture just outside, or save it for the enormous heart-shaped sculpture in town by the lake.
9:30 a.m. The Sweetheart Classic Race starts at Fourth and Railroad streets. (Until Jan. 31, race fees range from $48.70 to $80.50, then will increase.)
10 a.m. The Sweetheart Festival begins in the Foundry Plaza. Throughout the day, you can expect live ice sculpting demonstrations, live music, fire performers, food, a chance to see Miss Valentine, and “selfie stations” with backdrops like neon heart shapes for capturing your special moments.
11 a.m. The Little Miss Valentine and Little Mr. Cupid contest at the Rialto Theater. It’s open to ages 4 and under; registration opens Jan. 26 and costs $10.
11 a.m. The B Sweet Cupcakes shop opens. Get your fill of Sweetheart Cherry Chocolate Chip cupcakes.
12 p.m. The Grimm Brothers Taproom + Kitchen opens. Try the 15th edition of the Bleeding Heart, based on a German-style porter.
12 p.m. The Sweet Heart Winery opens. Order a glass of the Amador County AVA Barbera 2023, the official 2026 Valentine’s wine.
3 p.m. The group wedding (or vow renewal) at the Pulliam County Building. (The fee of $160 per couple includes a gift bag with a keepsake lock, photo, marriage certificate and more.
7 p.m. The Sweetheart Ball at the Pulliam Building, starting at 7 p.m. Vintage 1940s attire is recommended for this throwback dance. Tickets are $75 to $99 per person and are available for purchase at eventbrite.com.
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