What we do

TAG Media was born over dinner at Tag Restaurant in Denver. We signed our first client, Exclusive Resorts, and a new custom publishing and marketing business was officially launched. Longtime Aspenites, co-founders Karrie Sims and Erin Lentz have a combined 34 years experience in media, publishing, graphic design, marketing and public relations.

Our inaugural custom publication, CURATED Magazine by Exclusive Resorts, debuted in February 2015. The Winter/Spring 2016 issue of CURATED received a Gold Adrian Award  by the Hospitality Sales and Marketing Association International (HSMAI). In April 2016, TAG began work with its latest client, Southworth Development LLCASPIRE Magazine by Southworth Development, an annual publication which celebrates the brand’s communities, culture, and elevated lifestyle, debuts fall 2016. Additionally, we work with Carte Blanche Wine, The Ranch Malibu and The Ranch Daily and The Ranch Malibu, CP Restaurant Group, the Chris Klug Foundation, the Aspen Chamber Resort Association, and more.

We scout global destinations, resorts, and retreats. We shoot. Write. Edit. Design. Ultimately, we share our wanderlust and bucket lists to inspire travel, gently push boundaries, and explore new cultures, wellness, and cuisine. We help brand existing and new businesses with creative content and clever, inspired marketing. We aim to connect.

We are fortunate to live and work in Aspen, an environment that has long since fueled our creativity. We have pinch-me moments, on-mountain board meetings, and a portfolio of clients who mirror our passion for inspired living and adventure.

TAG. Travel. Adventure. Go.

–Erin Lentz + Karrie Sims

Erin Lentz

Co-Founder/Editorial Director

Erin’s story is simple. She’s an 18-year Aspenite who is fortunate to have discovered Aspen’s slopes, culture, and community. Her career started at the Aspen Daily News as a fledgling music writer who accidentally hung up on Ray Charles during her first major interview. She’s since covered a range of subjects, from celebrities and CEOs to pro athletes and politicians. She worked as an account director at Promo Communications, during which she traveled the globe handling international public relations for such adventure and lifestyle clients as the Aspen Skiing Company, Portillo, Chile, and Aspen Chamber Resort Association. She was the editor in chief of Aspen Peak magazine for seven years. As part of Niche Media, she wrote, edited, and generated content for Aspen’s vibrant community.

She launched TAG Media in partnership with graphic designer Karrie Sims. TAG produces custom publications, creates clever content, and oversees marketing and graphic design for various luxury lifestyle and travel clients. She’s the Editor in Chief of CURATED Magazine by Exclusive Resorts and ASPIRE Magazine by Southworth Development.

Erin writes for various travel, lifestyle and wellness publications, including Town & Country, Robb Report, AFAR.com, the Huffington Post, and is a co-host on Aspen 82’s live broadcast, The Lift. She was on the board of Roaring Fork Leadership, and currently serves on the board of Aspen Words. When she’s not writing, you’ll find her on Aspen’s slopes and trails with her son, Bode.


Karrie Sims

Co-Founder/Creative Director

A Seattle native, Karrie moved to Aspen in April 1999 because she loves the mountains. Intending to stay for only a season or two, 19 years and two sons later, she’s committed to work, family, travel, and adventure.

Karrie is passionate about graphic design, and has 19 years experience in the field. She’s worked on several inspired magazines, including Aspen Magazine, Aspen Ideas (a custom publication for the Aspen Institute), Snow, and Sojourner. She launched her own publication, the Roaring Fork DV Guide. She creates witty and poignant ad campaigns and designs everything from logos to websites for a diverse mix of businesses in Aspen and abroad. She’s also worked with several non-profits, including Challenge Aspen, Aspen Art Museum, and the Chris Klug Foundation.

Karrie is the creative director of CURATED Magazine by Exclusive Resorts and ASPIRE Magazine by Southworth Development LLC. When she’s not playing with fonts and layouts, you’ll find her snowboarding, mountain biking, and hiking in Aspen’s backyard.