Montana Tourism & Recreation Strategic Plan

1. Montana Tourism & Recreation Strategic Plan “The Final Stretch” TAC Meeting June 4, 2002

2. Acknowledgements THANK YOU!! • MT Dept of Commerce/Promotion Division • MTRI Agencies – FWP, MDT, MHS, USFWS, USFS, BLM, COE, UM, MSU • Montana Tribal Tourism Alliance • UM Institute for Tourism & Rec’n Research • Regions & CVB’s/Chambers • MIKA, MOGA, MWF, MWA, MCC, MRPA • Wendt-Kochman, H2O We’re almost finished harassing you…! Montana Tourism Strategic Plan 2003-2007

3. Agenda • Project Status • Strategic Approach • Summary of Strengths, Challenges, Threats & Opportunities • Key Themes • Priority Action Items • Implementation System • Next Steps Montana Tourism Strategic Plan 2003-2007

4. Planning Process Overview Planning ElementOctNovDecJanFebMarAprMayJun Meet w/ TM Team, TAC, MTRI  8 Public Meetings   Information-Gathering         Meet w/ MIKA, MOGA   Draft Vision/Strat Frame/Goals   Meet w/ TAC, MTRI; Refine   Online Survey/Comments, Refine   MTRI Mtg, Gov’s Conf; Feedback   Refine; write draft Plan doc    Meet with TAC, MTRI  Refine draft; Comments; Final Plan  Montana Tourism Strategic Plan 2003-2007

5. “Tourism & Recreation Industry” “Industry” according to Webster’s: industry - 1. the aggregate of manufacturing enterprise in a particular field: the steel industry.  2. any general business activity: the tourist industry.  3. trade or manufacture in general.  4. systematic work or labor.  5. energetic, devoted activity at any work or task; diligence.  6. the aggregate of work, scholarship, and ancillary activity in a particular field, often named after its principal subject: the Mozart industry.  7. archaeol.  an assemblage of artifacts regarded as unmistakably the work of a single prehistoric group. Montana Tourism Strategic Plan 2003-2007

6. “Tourism & Recreation Industry” • Private Sector • Hotels, RV/Campground, F&B, Ski, O&G • Trade/Marketing: MIKA, MOGA, CVBs’ • Retail, Real Estate, Gas, Bank, Insurance • Farmers, Ranchers, Wholesale/Freight • Public Sector • State: MDOC, FWP, MHS, DOR, MDT, DOA, Education, MAC, MHPDC • Fed: NPS, USFS, BLM, BOR, COE, BIA, FWS • Tribes • Local: Cities, Counties, Park Districts Montana Tourism Strategic Plan 2003-2007

7. “Tourism & Recreation Industry” • Nonprofit Sector • Regional Tourism Organizations (6 countries) • Historical groups (county, L&C, Daly Mansion Trust) • Cultural & Arts groups (MCC, Billings Symphony, Ft. Peck Theater, etc.) • Sportsmen’s organizations (RMEF, TU, DU, WU) • Conservation/Environment/Wildlife groups (MWA, FOB, GYC, MWF, etc.) Montana Tourism Strategic Plan 2003-2007

8. Strategic Approach • Market-Driven: • Tourism & recreation products/services respond to markets • Quality/success of products/services depends on business support, infrastructure, protection and management of assets • Foundation for success: communication, planning, partnerships, support (funding, tech assistance) Montana Tourism Strategic Plan 2003-2007

9. Vision for 2007 • Balance & Sustainability • Cooperation: P-P-NP-T • Awareness & Support • Respect • Stability • Accountability Montana Tourism Strategic Plan 2003-2007

10. Guiding Principles • Serve Montanans First • Retain Character/Sense of Place • Economic & Social Benefit • Quality Experience • Local Control • Mutual Respect • Collaboration Montana Tourism Strategic Plan 2003-2007

11. Strengths, Challenges,Threats, Opportunities

12. Strengths • “Big Sky Country”: natural resources • Image: “Montana Mystique” • Unique heritage & culture (Western, tribal) • Variety of attractions, events, activities • Tourism industry growth, diversity • Dedicated funding • System of state/regional programs • Good customer service Montana Tourism Strategic Plan 2003-2007

13. Natural/Historic/Cultural Assets Montana Tourism Strategic Plan 2003-2007

14. Challenges • Lack of Team • “Circle the wagons and shoot in…” • Access to private/public lands & wildlife • Transportation: air, Amtrak, distance • Funding • Usage: “overcrowding”, resident vs. nonres, motorized/nonmotorized, infrastructure • Tactical vs. Strategic approach (means vs. ends) • Seasonality: revenues, jobs, visitor services • Mom & Pop industry: “new” industry, small organizations • Perception of a “Tourist” Montana Tourism Strategic Plan 2003-2007

15. Challenges Political & Corporate Culture: “For the first 100 years of its history, Montana was a ‘Company Town.’ We have not yet developed a strong entrepreneurial legacy in this state. The System has tended to be top-down and patriarchal in nature.” - Local MT Economic Development Director Montana Tourism Strategic Plan 2003-2007

16. What is a “Tourist”? • A “Resident” is someone who hunts, fishes, camps, sightsees, recreates, hikes, eats, sleeps, shops and enjoys Montana. • A “Tourist” is someone who hunts, fishes, camps, sightsees, recreates, hikes, eats, sleeps, shops and enjoys Montana – and has out-of-state license plates. Montana Tourism Strategic Plan 2003-2007

17. Threats • Nonresident fishing and hunting issues • Lack of good information for decisions • Policy, planning, support, tracking results • Polarization: “bell curve” of public opinion vs. “barbell curve” of special interests • Diversion of lodging tax for other uses • Overuse – negative impacts • Homogenization of Montana’s “product” • Loss of unique character, sense of place • Opposition to change and progress • Weak industry identity & cohesiveness Montana Tourism Strategic Plan 2003-2007

18. Motorized Rec’n Vehicles 1990-2000 Montana Tourism Strategic Plan 2003-2007

19. Resident vs. Nonresident Fishing License Sales* • Resident sales increased 6% since 1990 • Nonresident sales increased 19% * Nonresident sales include season and 2-day licenses Montana Tourism Strategic Plan 2003-2007

20. Economic Impactof Hunting & Fishing • 2/3 of FY 2000 hunting/fishing license revenue to FWP was from nonresidents • Approx. 64% of FWP 2001 total revenue was from hunting & fishing license sales • Approx. 43% of 2001 total revenue from nonresident hunting & fishing license sales Source: MT FW&P Montana Tourism Strategic Plan 2003-2007

21. Challenges “If you don’t measure results, you can’t tell success from failure. If you can’t see success, you can’t reward it. If you can’t reward success, you’re probably rewarding failure.” - David Osborne & Ted Gaebler, Reinventing Government Montana Tourism Strategic Plan 2003-2007

22. Opportunities • Effective Team: connectivity, credibility • Strategic direction: endorsement for Plan, funding • Sustainable assets: reasonable limits • New partnerships: Montana Beef Council, value-added ag products • Successful Lewis & Clark Bicentennial • Targeted promotion & measurable results • Statewide, year-round tourism revenue • Higher value visitors: Boomers, heritage/cultural Montana Tourism Strategic Plan 2003-2007

23. Common Theme: Montana Tourism Strategic Plan 2003-2007

24. Common Theme: Impact Montana Tourism Strategic Plan 2003-2007

25. Managing the Impact 3 Key Areas: • Managing Information: • Collection, Dissemination • Training/Ed’n • Comm’n w/ Markets • Managing (Use of) Assets: • Protection • Access • Creating Teams • Partnerships • Coordination Information Assets Teams Montana Tourism Strategic Plan 2003-2007

26. Managing Information 1.3 Enhance awareness: elected officials 1.1 Measure citizen attitudes/perceptions 3.4 Training & technical assistance to biz 4.2 Improve monitoring of visitat’n/impacts 7.3 Share info/resource between partners 6.7 Communicate with visitors in/around MT 6.2 Promote to targeted consumer markets 6.3 Promote to meetings/conventions 6.1 Conduct strategic research 6.8 Track, evaluate & distribute results Montana Tourism Strategic Plan 2003-2007

27. Managing (Use of) Assets 4.5 Address access issues 4.4 Protect assets while maintaining industry 4.3 Planning & policy for assets mgmt 4.1 Evaluate asset conditions/needs 5.1 Improve transportation system 5.3 Retain community character/heritage 5.4 Enhance VIC’s and rest areas 5.5 Address needs for signage 2.3 Products/services for heritage/cultural tourists 2.4 Custom packages for specialty markets 2.5 Enhance facilities & services for meetings/conv. Montana Tourism Strategic Plan 2003-2007

28. Creating Teams 1.5 Maintain lodging tax for promotion 3.1 Link tourism, agriculture, conservation 3.5 Support systems/tools for biz dev’t 7.5 Consistency/coord’n among agencies 7.6 Partnerships for promotion/funding 7.1 Partnerships for actions implementation 7.2 Coordinate Strategic Plan implement’n Montana Tourism Strategic Plan 2003-2007

29. Existing “System”(Communication, Organization Relationships, Implementation) Dept of Commerce Travel Montana Ad Agency MTRI: State/Federal Agencies TAC ITRR Regions/CVB’s Businesses & Communities Tourists Conservat’n, Sportsmen Trade Groups/MTC Nonprofits Montana Tourism Strategic Plan 2003-2007

30. Existing “System” Roles PlayerStrategyPolicyBudgetImplemt’nInformat’nInputPartnership Legislature   MDOC/TM        TAC  Region/CVB      ITRR    Agencies    Ad Agency      Biz/Cmty’s   Trade Grps      Nonprofits   Sportsmen Conserv’n Montana Tourism Strategic Plan 2003-2007

31. Concerns with Existing System • Vertical orientation • Info doesn’t flow horizontally or bottom-up • Weak/non-existent partnerships • Not conducive to Team approach • Does not tap resources of all potential partners • Invites conflict, micro-management, bureaucracy • Inconsistent messages to tourists Montana Tourism Strategic Plan 2003-2007

32. $ Implementation Suggested System: Team Approach(Communication, Organization Relationships, Implementation) Tourists: Residents/Nonresidents State/Federal Support Partners Regional/Local Stakeholder Partners MDOC/TM TAC Ad Agency State/Fed Agencies* UM/ITRR MTTA Biz’s, Communities CVB’s, Chambers Nonprofits Agencies/Tribes Trade Groups Conservation/Wildlife Sportsmen Elected Officials (Fed, State, Local) 6 Tourism Regions Legislature, Congress * FWP, MHS, MDT, MAC, DOR, MHPDC, UM/MSU, DNRC, USFS, BLM, NPS, USFWS, COE, BIA, BOR Montana Tourism Strategic Plan 2003-2007

33. Suggested System: Team Approach Roles PlayerStrategyPolicyBudgetImplemt’nInformat’nInputPartnership Legislature   MDOC/TM        TAC   Region/CVB        ITRR      Agencies     Ad Agency       Biz/Cmty’s     Trade Grps      Nonprofits     Sportsmen     Conserv’n     Montana Tourism Strategic Plan 2003-2007

34. Enhancing Partnerships • EDA Funding for Regions • Focus on Common Ground: • “Ends” vs. “Means” • Mutual Respect • “Base Hits” vs. “Home Runs”: build momentum • Communication, Coordination, Collaboration • Reach out to new partners • Staff support, volunteers • Resources Montana Tourism Strategic Plan 2003-2007

35. Tourism Promotion Funding • Lodging Tax • Private Sector Co-op Funding • Glacier Country: >$1 million on advertising • 430 lodging properties = 430 different messages to 430 different markets = Chaos • Pool just 10% of existing dollars, add another $100,000+ to budget • Other: USDA RBEG, Nonprofit organizations, Foundations, etc. Montana Tourism Strategic Plan 2003-2007

36. Actions Needed for Team System • Comments on Draft Plan • Endorse Plan, encourage other groups to • EDA grant for regions • Training on consensus-building, teamwork • Enhance regional organizations • Set up communication vehicles (listserve) Montana Tourism Strategic Plan 2003-2007

37. Next Steps in Planning Process • Send draft to stakeholders for review and comment; refine • Public Comment period • Complete final Plan Montana Tourism Strategic Plan 2003-2007

38. Summary • Strategic Approach: Market-driven • S, C, T & O • Impact: Positive & Negative • Strategy for Implementation: • Managing Information • Managing Assets • Creating Teams • Implementation Montana Tourism Strategic Plan 2003-2007

39. Discussion, Questions?Thank You! The Hingston Roach Group 208.983.2175 Lorraine Roach lroach@thrgroup.com Ruth Mohr rmohr@thrgroup.com Premier Planning 406.442.4141 Gail Brockbank gailb@mt.net