FOR IMMEDIATE RELEASE
Major private investment widens U.S. Highway 34 and improves safety along the gateway to Rocky Mountain National Park
LOVELAND, Colo. — August 30 2026 — Sweet Heart Winery announced the completion of a major privately funded highway improvement project along U.S. Highway 34 in west Loveland, with construction completed on August 28.
Funded 100% through private investment, the project includes the widening of U.S. Highway 34, construction of a dedicated turn lane serving the winery, and related roadway and access improvements designed to enhance traffic flow and safety.
Highway 34 is one of Northern Colorado’s most important tourism corridors, connecting Loveland with Estes Park and serving as a primary gateway to Rocky Mountain National Park. The roadway carries a significant mix of local and visitor traffic, particularly during Colorado’s peak tourism season.
“This was a huge investment for our company, and we made the decision to fund it privately because we believe strongly in this community and in the future of this corridor,” said Sweet Heart Brands CEO Charles Oster. “Highway 34 isn’t simply the road that leads to Sweet Heart. It is one of Colorado’s great gateways. We had the opportunity to make a portion of that journey much safer and more efficient, it was certainly worth making for our patrons and our community.”
The project comes as Sweet Heart Winery continues to grow from a popular local winery into a regional and national destination. Located along the Big Thompson River west of Loveland, the winery now welcomes guests from throughout Colorado and across the country.
That growth, Oster said, created a responsibility to invest beyond the winery’s property lines.
“Sweet Heart has grown tremendously, and with that growth comes responsibility,” Oster said. “We have become a destination. People aren't only coming from Loveland and Northern Colorado anymore — they are visiting us from across the country. We recognized that the infrastructure serving our property needed to evolve along with us.”
The project was undertaken in coordination with state and local agencies and represents one of Sweet Heart’s largest investments to date outside of its hospitality and beverage production operations.
“There was certainly an easier choice than privately funding a highway project of this magnitude,” Oster added. “But we intend to be here for generations. We want Sweet Heart to be a company that invests in Loveland, contributes to the community and leaves the places around us better than we found them.”
The improvements were substantially completed on August 28, 2026.
About Sweet Heart Winery
Sweet Heart Winery is a Loveland, Colorado-based winery and hospitality destination located along the Big Thompson River on U.S. Highway 34. Guided by its mission to “Create experiences for people to connect,” Sweet Heart has grown from a local winery into a nationally recognized destination and expanding wine and cider company, welcoming guests from Colorado and across the country.
Media Contact: Megan Nickelson megan@sweetheartwinery.com Sweet Heart Brands Loveland, Colorado
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