Montana Tourism & Recreation Strategic Plan 2003-2007

1. Montana Tourism & Recreation Strategic Plan 2003-2007

2. Big Sky Value… Montana Tourism & Recreation Strategic Plan2003-2007 Prepared for Montana Dept. of Commerce Promotion Division Montana Tourism & Recreation Initiative (MTRI) by The Hingston Roach Group, Inc. in association with Premier Planning & Amy Hays

3. Who are Montana’s Tourists? “People with out-of-state license plates” Montana Tourism & Recreation Strategic Plan 2003-2007

4. Who are Montana’s Tourists? People passing through going elsewhere Business travelers, conventions Shoppers Montanans Visiting friends & relatives Former Montanans Destination vacationers (matures, skiers, couples, families) Adventurers & sportsmen Montana Tourism & Recreation Strategic Plan 2003-2007

5. I I I I I I I I I I I Where Do They Come From?

6. What Impact Do They Have? • 9.6 million nonresident visitors in 2001 • 10 visitors for every Montana resident – 10 more customers for Montana businesses • Spent $1.7 billion during their stay • New money for Montana economy • 26% of food (restaurants, groceries) • 24% on retail goods & services • 22% on gas ($73 million gas taxes paid) • 17% on lodging (hotel, B&B, RV/campground, guest ranch) • 10% on other purchases & transportation Montana Tourism & Recreation Strategic Plan 2003-2007

7. Purpose of Strategic Plan(Source: MT DOC RFP) • Management tool to prioritize resources • Information about critical tourism trends, issues and opportunities • Identification of actions & activities to benefit MT’s economy & citizens • Source of opportunities for partnerships • Assistance to agencies, businesses and organizations for planning and operations Montana Tourism & Recreation Strategic Plan 2003-2007

8. Who is the Plan for? • Montanans interested in tourism, economic development, conservation & Montana’s quality of life • Stakeholders: input received from 75 stakeholder groups (private, public, tribal, nonprofit), 1000+ Montanans • Planning process included: • Analysis of trends, current conditions • Determination of common, realistic vision • Identification of actions, partners, priorities, timeline Montana Tourism & Recreation Strategic Plan 2003-2007

9. Montana’s Tourism Strengths • 2nd largest industry in Montana ($1.7 billion in 2001) • 9.6 million visitors • Funding support & public policy • Rich in natural, historic & cultural assets • Variety of attractions, activities & events • Support systems: services, infrastructure, training/education Montana Tourism & Recreation Strategic Plan 2003-2007

10. Montana’s Tourism Challenges • Seasonality & sustainability • Impacts/conflicts in some areas/times • Funding, threats to lodging tax • Montana being outspent as much as 10-to-1 on promotion • Change to quality of life • Management of natural/historic/ cultural assets • Transportation & infrastructure • Lack of partnerships/teams (“Circle the wagons & shoot in”) • Weak linkages with other sectors/interest groups Montana Tourism & Recreation Strategic Plan 2003-2007

11. Montana’s Tourism Opportunities • Target higher value markets: matures, heritage/ cultural, meetings/conventions, nature tourists • Link agriculture & tourism (nonresidents ate 110 million meals in 2001) • Build off-peak seasons with targeted packages • Highlight heritage & cultural assets, esp. L&C • Ensure sustainability of assets with increased management • Partnerships for promotion, implementation and funding Montana Tourism & Recreation Strategic Plan 2003-2007

12. Tourism Vision for 2007 • Balance: between Montana's character/assets and needs of visitors/communities/businesses • Cooperation: between public-private-tribal-nonprofit groups to work as a team on common goals • Support: funding for marketing, support services, mgmt of assets, technical assistance • Respect: recognition of economic & social benefits of tourism • Accountability: comprehensive evaluation system to track & measure results/impacts Montana Tourism & Recreation Strategic Plan 2003-2007

13. Guiding Principles • Serve the needs of Montanans first (quality of life, economy) • Manage for sustainability • Maximize economic & social benefits • Retain local control • Respect diverse needs & perspectives • Collaborate to resolve issues Montana Tourism & Recreation Strategic Plan 2003-2007

14. Market-Driven Approach • Montanans & nonresidents are the markets, or “Demand” • Tourism/recreation products & services are the Product, or “Supply” • Quality/success of product depends on effective support: business services, infrastructure, balanced assets management • "Foundation" of system is planning & partnerships, with funding for implementation • Link between Supply and Demand is communication: marketing, promotion & public relations Montana Tourism & Recreation Strategic Plan 2003-2007

15. Tourism & Recreation Goals 1. Enhance awareness & support for tourism, including funding 2. Increase 4-season benefits in all regions, enhance products/services 3. Implement system to manage & protect assets with sustainable use 4. Enhance & maintain infrastructure 5. Provide business support services 6. Communicate with markets, track & evaluate results 7. Build an effective team, partnerships to realize vision for 2007 Montana Tourism & Recreation Strategic Plan 2003-2007

16. Top Priority Target Markets Demographic • Mature travelers, income $75,000+ • Couples, income $75,000+ • Conventions & meetings (non-business, MT-related business) • Heritage/cultural travelers, esp. L&C • Families with children, income $75,000+ • Guided adventurers, income $75,000+ Target High Value/Low Impact Travelers for Best Return Montana Tourism & Recreation Strategic Plan 2003-2007

17. Top Priority Target Markets Geographic • California for vacationers • Southwest for matures • Midwest for families, skiers • Eastern metro markets for vacationers • Europe for couples, families, adventurers • Montana for more money kept at home • Nearby states/provinces for weekend getaways, skiers, conferences Montana Tourism & Recreation Strategic Plan 2003-2007

18. How Are Goals Accomplished? • Managing Information Collection, dissemination & exchange, emphasizing promotion/marketing • Managing Assets Sustainable management of natural/historic/cultural assets and infrastructure • Creating Teams Collaborative partnerships (teams) for effective planning and implementation Montana Tourism & Recreation Strategic Plan 2003-2007

19. Objectives & Actions Montana Tourism & Recreation Strategic Plan 2003-2007

20. Managing Information • Maintain the lodging tax for tourism promotion & development • Build awareness of its uses • Build awareness of tourism's benefits/impacts • Conduct strategic promotions • Attract top priority markets • Create new tourism & recreation products through packaging • Promote off-peak packages/events to nearby markets Montana Tourism & Recreation Strategic Plan 2003-2007

21. Managing Information (cont’d) • Create new “destinations" with special designations & events • Implement Scenic/Historic Byway Program • Enhance winter products/services • Refine niche in destination ski & snowmobile markets; package skiing & snowmobiling with other winter activities • Attract more meetings/conventions • Refine niche/“brand" in the meeting & convention market; inventory facilities Montana Tourism & Recreation Strategic Plan 2003-2007

22. Managing Information(cont’d) • Enhance system of tracking, analysis & information dissemination • Continue strategic research about resident & nonresident travelers • Establish a central “clearinghouse" for data collection, analysis & reporting: Tourism & Recreation Data Center • Create a connected system to share information & resources • Create a resources database, central photo library, & a tourism & recreation listserv to share information Montana Tourism & Recreation Strategic Plan 2003-2007

23. Managing the Use of Assets • Seek Balance between asset protection & visitor/business needs • Inventory assets, evaluate/address allocated use, user conflicts, invasive species • Address access issues on public & private lands & waters • Support special task forces & develop collaborative strategies to improve access on public & private lands/waters Montana Tourism & Recreation Strategic Plan 2003-2007

24. Managing the Use of Assets(cont’d) • Develop an Enhanced transportation system • Continue implementation of state transportation plans (MDT TranPlan 21, Rest Area Strategy and STIP) • Seek opportunities for expansion of air, rail & car rental • Enhance Montana’s trail system • Create a comprehensive “system" of visitor information & interpretation • Expand communication at rest areas, VICs • Continue interpretive sign programs, events & facilities • Educate visitors about responsibilities Montana Tourism & Recreation Strategic Plan 2003-2007

25. Managing the Use of Assets (cont’d) • Improve statewide system of highway signs • Develop/implement sign guidelines handbook, utilize visitor-friendly symbol signs • Address appropriate use/placement of billboards while maintaining landscapes • Assist communities with tourism while respecting local values • Continue state’s community tourism assistance programs • Review community infrastructure, attractions, services • Encourage strategic planning & development tools Montana Tourism & Recreation Strategic Plan 2003-2007

26. Creating Teams • Link agriculture with tourism • Create partnerships to address asset management needs & funding • Identify potential partners, roles, resources, tasks • Increase utilization of business assistance programs • Provide tourism & recreation businesses with more information/training opportunities Montana Tourism & Recreation Strategic Plan 2003-2007

27. Creating Teams (cont’d) • Identify business opportunities to serve visitors on public lands • Identify opportunities for services & contracts • Enhance “Edu-structure" to support tourism • Promote use of Superhost! Program • Tourism and recreation degrees/career training • Tourism extension agents • Entrepreneurship • Staff training for VICs Montana Tourism & Recreation Strategic Plan 2003-2007

28. Creating Teams (cont’d) • Build Funding Partnerships • Cooperative pooling of public & private funds • Develop Additional Funding Sources • Local option taxes on tourist-used goods/services • User fees for public facility recreation • Local/regional revenue sharing visitor packages • Facilitate Implementation of Strategic Plan • Form implementation team & monitor implementation through Dept. of Commerce/MTRI • Conduct region/CVB workshops Montana Tourism & Recreation Strategic Plan 2003-2007

29. Implementation • Adopt, endorse & distribute Strategic Plan • Form partnerships to assign tasks & seek funding/resources • Build capacity of regions, communication network • Begin implementation • Advisory group; annual report card • Monitor/evaluate results & adjust Montana Tourism & Recreation Strategic Plan 2003-2007

30. Call to Action The time is now for strategic action – one step at a time. All stakeholders need to participate. “It is strategic thinking and acting that are important, not strategic planning.” – John Bryson “Even if you're on the right track, you'll get run over if you just sit there.”- Will Rogers “How do you eat an elephant? …One bite at a time…” Montana Tourism & Recreation Strategic Plan 2003-2007

31. For More Information • Montana Dept. of Commerce Promotion Division • Victor Bjornberg, Tourism Development Coordinator (406) 841-2795, vbjornberg@state.mt.us • Montana Tourism & Recreation Initiative • Carol Crockett, MTRI Coordinator (406) 841-2796, ccrockett@state.mt.us Montana Tourism & Recreation Strategic Plan 2003-2007