Abstract Key decision-makers from 174 businesses that had relocated, expanded, or been launched in Colorado within the most recent 5-year period were surveyed to identify the role of quality-of-life (QOL) elements in their decision. A comprehensive set of elements considered by businesses in location decisions was developed, and their relative importance was assessed by the sample. Five domains of elements were derived. The set of QOL elements consistently ranked in importance behind labor and cost issues and daily living concerns. QOL was most important to companies that moved into Colorado from outside the state, had fewer than eight employees, were relatively footloose, employed a high proportion of professionals, who perceived ability to attract and retain professional personnel as being a primary concern, and whose ultimate decision-maker relocated with the company.