The evolution Denver’s international airport—conspiracies and all
By Lexi Marshall
In the golden age of aviation, Stapleton Airport was more than a transportation hub—it was a living, breathing chronicle of Denver’s dreams. Nestled just miles from the city’s heart, the airport was a magnetic force that drew families, aviation enthusiasts and wandering souls to its fence lines.
Along Havana Road, generations of Denverites would gather, their eyes fixed skyward. Fathers like Steve Lee would bring their kids, pointing out unique aircraft—transforming an ordinary afternoon into an extraordinary memory.
“It was cheap entertainment,” says Lee, who has 36 years of airport operations experience with the City and County of Denver. “It was almost like a drive-in movie theater with people lining the fence line, watching airplanes fly over them to land.”
The airport’s runways were arteries pumping economic life, its terminals a crossroads of human stories. But something was changing. The airport that had served Denver so faithfully was straining at its seams. Runways congested, terminals overwhelmed, traffic snarling into impossible knots—Stapleton was struggling.
Why, then, would a city abandon an airport so profoundly woven into its cultural fabric? What forces could compel Denver to leave behind this beloved landmark and venture east into unknown territory?
In the early 1990s, visionary leaders such as former Denver Mayor and U.S. Secretary of Transportation Federico Peña, Denver’s first African American Mayor serving from 1991 to 2003 Wellington Webb and the 39th Governor of Colorado Roy Romer pushed forward an ambitious airport project, despite significant public opposition.
A Controversial Transition
When plans for Denver International Airport were first proposed, the reception was far from welcoming. “People were very strongly opinionated about the new airport, and a lot of people just hated us,” Lee says.
Lee notes that the disagreement stemmed from people questioning whether they needed a new airport or should simply expand the existing Stapleton facility. “We had maxed out on the number of airplanes we could have arrive and take off,” Lee explains. The new airport was set to provide critical expansion capabilities, including room for additional runways.
The traffic flow would also dramatically improve. At Stapleton, holiday season traffic would become so congested that passengers would abandon their rental cars and walk to the terminal. Lee describes how, at the old airport, “every time it would get to be a busy season, it was a nightmare.”
As the plans for the new Denver International Airport began to take shape, so did a web of whispers, rumors and conspiracy theories that would become as integral to the airport’s identity as its runways and terminals. The construction delays, the massive scale of the project and the airport’s unusual design became fertile ground for speculation. The lengthy and problematic construction process, plus DIA’s large, isolated location, led to rumors of secret underground networks. When it opened, murals—some with seemingly cryptic imagery—quickly became fodder for discussion of coded messages hinting at a sinister agenda, further fueling speculation about a hidden “New World Order” connection.
Take the 32-foot-tall Blue Mustang sculpture—dubbed “Blucifer” by locals—for example, which has become an emblem of the airport’s infamous conspiracy lore. With glowing red eyes and a strikingly muscular design, the statue has fueled speculation that it represents something more sinister than public art. Adding to its eerie reputation is the tragic death of its creator, Luis Jiménez, who was killed in 2006 when a piece of the sculpture fell on him during its construction. Though airport officials maintain that Blue Mustang is a tribute to the spirit of the American West, conspiracy theories link it to everything from occult symbolism to apocalyptic warnings, tying it to a broader narrative of DIA as a hub for shadowy, secretive activities.
Embracing its Reputation
Stacey Stegman, senior vice president of global communications and marketing, has become intimately familiar with these legendary tales. “Instead of just fighting those, we were like, ‘you know what? Let’s just embrace it,’” she says.
While most airports stick to straightforward “pardon our dust” signs during construction, Denver International Airport embraces its reputation for conspiracy theories. With tongue-in-cheek marketing like “Construction or cover-up?” and “Are we the world’s greatest airport or preparing for the end of the world?” the airport leans into the intrigue surrounding its renovations.
They even featured a cat in a tinfoil hat, referencing alien conspiracy theories. “We weren’t trying to cause harm or negativity to anyone,” Stegman shares. “We were really poking fun at ourselves more than anything, but some people take it seriously.”
Lee says the conspiracy theories began before the airport opened. Even small construction details fueled speculation. For instance, when workers installed chain-link fencing with barbed wire in the tunnels, the orientation of the wire sparked wild imaginations. “People would see that and think, ‘Why would you put a barbed wire fence in the tunnel unless you’re trying to keep people contained in there?’” Lee recalls. These mysterious glimpses and unexplained moments quickly transformed into elaborate narratives of secret underground facilities, hidden agendas and mysterious purposes.
“Sometimes I think it might have been some of those people who opposed the new airport,” Lee believes. “So, anything related to the new airport was just not a good thing, and they start twisting them into those conspiracy theories.”
But not all the airport’s quirks are looked down upon. Everyone who’s ridden the train cars has encountered the whimsical touch of Jim Green, the artist behind the train’s chimes and cheerful announcements. Commissioned before the airport’s 1995 opening, Green’s “Train Call” project brought life to the otherwise routine journey between terminals. The iconic “ding-ding-ding” tones, crafted from plumbing pipes and synthesizers, draw inspiration from folk classics like “She’ll Be Coming’ Round the Mountain.” Green also enlisted local voices to deliver the now-famous messages, including radio personality Alan Roach and TV anchors like Adele Arakawa, creating a uniquely Denver experience.
A Global Aviation Hub
Today, DIA has become a critical transportation center. In 2024, the airport served 82.3 million passengers, making it the sixth busiest airport in the world. “The better this airport does, the better it is for our state and our community,” Stegman says.
The airport’s overall expansion strategy has been methodical and forward-thinking. Stegman explains they’re constantly planning, knowing that “construction is frustrating when you’re going through that, and it feels like it’s taking forever.” However, the airport is operating in a 24/7 environment, which means they can’t simply shut down and rebuild.
Current expansion plans include extending Concourse C to the west and adding 11 new gates. They’re also planning a north terminal expansion that could add another 50 gates, making the new area walkable and not dependent on the airport train. The ultimate long-term goal is adding a seventh runway.
“If you wait until you really, really need it, it’s too late,” Lee warns.
The Peña Boulevard access road is another key focus. While they don’t have a definitive solution yet, they’re conducting a comprehensive environmental study to analyze potential improvements that will serve both the airport’s 40,000 employees and the surrounding community.
As DIA celebrates its 30th anniversary this year, the airport’s team continues to embrace the quirks that make it a uniquely Denver icon. While conspiracy theories surrounding the airport—from secret underground bunkers to lizard people—continue to spark curiosity, they’ve turned what could have been a PR nightmare into an unexpected asset.
“What sets us apart is the mystery and the weird, strange things that come with it,” Stegman says. “You just don’t see that at other airports.”
Addressing these rumors head-on with humor and transparency was critical from the start. “When people didn’t have an answer that was legitimate right off the bat, they’d start talking about it,” Lee says. “It would spread around.” By getting ahead of the chatter, they diffused potential negativity and created a branding opportunity that set DIA apart.
Today, that playful yet transparent approach has become a hallmark of DIA’s identity, blending urban legend with a sense of humor that resonates with both locals and travelers from around the world. Decades later, Denver’s airport has proven that embracing the unusual can sometimes pave the way to building something extraordinary.
