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Glacier Country TourismTHE 411

Who is Glacier Country?

Each year we create a marketing plan to establish a strategy for all of Glacier Country’s advertising and publicity to:

•Reach Glacier Country’s identified markets and audiences

•Present them with a unified message

•Create a desire to visit

•Get visitors to come and stay in Glacier Country

Glacier Country Tourism, a nonprofit organization, is the officially recognized tourism region for Western Montana which includes the eight counties of Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders.

We are tasked with effectively marketing the region as a travel destination to domestic and international visitors.

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MTOT, regions & CVB’sREGIONS

1. Central Montana (formerly Russell Country)

2. Glacier Country

3. Missouri River Country

4. Southeast Montana (formerly Custer Country)

5. Southwest Montana (formerly Gold West Country)

6. Yellowstone Country

CVBS

1. Belgrade

2. Big Sky

3. Billings

4. Bozeman

5. Butte

6. Dillon

7. Gardiner

8. Glendive

9. Great Falls

10. Helena

11. Livingston

12. Kalispell

13. Miles City

14. Missoula

15. Red Lodge

16. Sidney

17. West Yellowstone

18. Whitefish

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Destination Marketing (Travel Promotion)

During a time of economic challenge in the 1980’s, the Montana travel and tourism industry went to

the legislature with an idea on how to bolster the industry and thus the

economy

Tax lodging and use the funding generated to market Montana as a

travel destination(destination marketing)

Destination marketing: why + when

History of bed tax/promotion funding

1987Lodging Facility Use Tax

(4% bed tax)

2003

Lodging Facility Sales and Use Tax (3% lodging tax + 4% rental car tax)

2007Tourism Business

Improvement District (TBID)

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What is the 4% bed tax used for?Right off the top

Montana Heritage Commission $400,000•Virginia-Nevada City

Department of Revenue +/-$100,000•Collection costs and reimbursement to general fund of tax paid by

state employees

Then the money is broken down

State Parks 6.5%•Operations & Maintenance

University System 2.5%•Institute for Tourism & Recreation Research

Historical Society 1%•Historical sites & signage

Department of Commerce Programs 67.5%•MT Office of Tourism/Film Office•State Tribal Economic Development Commission (STED)

Regions/CVB’s 22.5%

What is the 3% bed tax used for?

100% goes to Montana

General FundThe Montana Legislature is responsible for setting the general fund budget.

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Tourism Business Improvement District (TBID)

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2007 – Tourism Business Improvement Districts enabled through MT Code 7-12-1102

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ASSESSMENT FEE on occupied room nights within a collection boundary. In most cases it is collected by either city or county government BUT some TBIDs are voluntary with $ going directly to TBID.

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At last count, Montana TBIDs generated over $7 million

Lodging facility refers to what the TBID board and collection entity (city or county government) determines at the creation or renewal of the TBID.

Who oversees TBIDs?

CONTROLLED LOCALLY by a board of “lodging” property owners, managers or other representative of the lodging facility. TBIDs a stand alone organization generally associated with a chamber of commerce, CVB or economic development association.

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How Tourism Impacts Our Economy12.5 million nonresident visitors traveled to Montana in 2017

Those nonresident visitors spent $3.36 billion in direct expenditures which is new money for Montana’s economy

Travel and tourism directly supports approximately 38,890 jobs (+ 14,400 more indirect) and $885 million in worker salaries

75% of every visitor dollar is spent in our local communities

Almost 1/3 of all visitor expenditures in Montana occur in Glacier Country

Travelers Expenditures - MontanaTop 8: (Total = $3.1 billion)

Gasoline, Diesel $686,397,000*Restaurant, Bar $631,483,000**Hotel, Motel $410,388,000***Retail sales $367,090,000**Outfitter, Guide $281,128,000**Groceries, Snacks $270,133,000Licenses, Entrance Fees $176,505,000Auto Rental $86,039,000*

Source: Institute for Tourism and Recreation Research, 2016 data set

* Taxed by State of Montana** Taxed locally in some communities that have assessment fees or resort tax*** Taxed by state and in some communities

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Travelers Expenditures - Glacier Country

Top 6: (Total = $1 billion)

Restaurant, Bar $225,887,000**Gasoline, Diesel $165,273,000*Retail Sales $145,200,000**Hotel, Motel $114,653,000***Groceries, Snacks $105,750,000Outfitter, Guide $82,886,000**

Source: Institute for Tourism and Recreation Research, 2016 data set

* Taxed by State of Montana** Taxed locally in some communities that have assessment fees or resort tax*** Taxed by state and in some communities

Travelers Expenditures – Flathead Co.Top 11: (Total = $505.5 million)

Restaurant, Bar $119,555,000**Retail Sales $87,837,000**Groceries, Snacks $57,293,000Hotel, Motel, B&B $56,554,000***Outfitter, Guide $49,270,000**Gasoline, Diesel $39,187,000*License, Fees $28,630,000Rental Cabins $25,623,000***Auto Rental, Repair $14,868,000***Made in Montana $12,661,000**Campgrounds $8,174,000***

Source: Institute for Tourism and Recreation Research, 2016 data set

* Taxed by State of Montana** Taxed locally in some communities that have assessment fees or resort tax*** Taxed by state and in some communities

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Traveler Expenditures by County• Flathead County $505,498,000

• Missoula County $271,507,000

• Glacier County $92,695,000

• Lincoln County $48,698,000

• Ravalli County $26,959,000

• Mineral County $25,374,000

• Lake County $23,137,000

• Sanders County $13,901,000

60% of the total expenditures in Glacier Country are made in the two counties that are home to Glacier National Park –Flathead and Glacier.

Source: Institute for Tourism and Recreation Research, 2016 data set

Tourism Supports Montana CommunitiesThe tourism industry works to promote and preserve the qualities that make Montana a great place to live, work and play.

Travelers add to the lifestyle many Montanans enjoy by allowing more air service, restaurants, shops, special events, ski runs, state parks and historical sites.

What we enjoy now is far more than what the state’s population could support on its own.

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Glacier Country Marketing – The 411

Marketing strategy:

Who, what, when, where + why

About Glacier Country

•Westernmost region of Montana

•Encompasses 75+ communities within the eight counties of Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders

•Geographic size: 22,000 square miles

•Population: 335,000

•Largest communities: Missoula, Kalispell, Whitefish and Hamilton

•American Indian Tribes: Blackfeet, Kootenai, Pend d’Oreilles, Bitterroot Salish

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Montana brand is our brand

Our offerings—specifically nature, communities and welcoming residents—blend together to provide services and experiences that help share our marketing messages, while effortlessly aligning with our three brand pillars.

•More spectacular unspoiled nature than anywhere else in the lower 48 states.

•Vibrant and charming small towns that serve as gateways to the state’s natural wonders.

•Breathtaking experiences by day and relaxing hospitality at night.

Montana brand is our brandMore importantly, it is the many Montanans who deliver genuine and authentic experiences that help turn our first-time visitors into return visitors.

•We are simple, but not unsophisticated

•We are confident, not arrogant

•We are genuine, not old-fashioned

•We are grounded, but not stuck in our ways

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Who are our visitors?Glacier Country is host to millions of visitors each year with a variety of interests and characteristics. Leisure traveler

Geo-tourist

Active mature

Families

Repeat visitors to Montana

Business

Meetings and conventions

Reunions and weddings

Higher education

Health care

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How do we implement the brand?Use big, expansive photography that tells the Montana story.

We support the spectacular landscape with subsets of charming towns, approachable activities and distinctive things to see and do.

Glacier National Park and other “iconic” imagery in our creative.

MessagingGOALS

•Convey the awe and calm experienced in Glacier Country

•Allow room for ties to smaller, rural communities and outside the park

•Messaging is UNIQUE to Glacier Country• Cut through the noise

• Avoid anything too generic

•Highlight Glacier Country as a premier destination in the U.S. • Express that it’s an incredibly special place to be

•Beautiful and wild YET also safe and accessible

TONE

•Adventurous

•Aspirational

•Create a sense of discovery

•Bit of mystery

•Jaw dropping

•Exciting

•Uplifting

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Current campaignOne overarching campaign that represents the region throughout the year

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Current campaign creativeStrong tag line that can be customized for the for the media and the audience

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Research. Research. Research.•Montana Office of Tourism and Business Development research

•Website analysis

•Call center activity

•Consumer marketing market analysis

•nSight

• Institute for Tourism and Recreation Research

•Trade show feedback

•Meeting and convention follow up

•Professional association research

•American Bus Association

•Destination Marketing Association International

•National Tour Association

•Rocky Mountain International

•U.S. Travel Association

•Adventure Travel Trade Association

•Family Travel Association

•Destination Analyst

•Arrivalist

•VisaVue

•Smith Travel Reports (STR)

•Bed tax revenue

Who do we target?DEMOGRAPHIC

Individuals – Mid-30s+, HHI $50,000, active and affluent, take at least two vacations per year, may be traveling in groups of two or more

Mature geo-traveler couples – 55+, HHI $70,000, active and affluent, high-value low-impact couples, may be traveling as groups with other friends and/or extended family

Families – Multigenerational travelers, 1+ children, HHI $75,000, active and affluent

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Who do we targetGEOGRAPHIC Key Markets

• California (Los Angeles and San Francisco metro)

• Washington (Seattle)

• Illinois (Chicago)

• Oregon (Portland)

• Minnesota (Minneapolis)

• Texas (Houston and Dallas metro)

• International (RMI + BrandUSA)

Regional Drive Markets (all geographic areas within 600 miles of Glacier Country)

• Spokane/Coeur d’Alene

• Alberta

• In-state (Billings, Bozeman, Great Falls)

Who do we targetPSYCHOGRAPHIC

Authentic experiences – shopping, local cuisine, breweries, distilleries, relaxing spa getaways, western offerings

Outdoor recreation – hiking, biking, camping, skiing, snowmobiling, water sports, golfing, wildlife viewing, RVing, motorcycling, road tripping

Culture – history, galleries, museums, theaters, festivals, music, photography

Adventure – experiential, independent, low-impact

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What is the process

Glacier Country Tourism’s process of:

Inspiration

Orientation

Facilitation

InspirationWe use stunning imagery in all creative content from print ads to digital placements and social media outreach to our travel guide.

We start by making an emotional connection with the potential visitor and then provide them with the tools they need to take that first step toward action, i.e., planning a trip to Western Montana’s Glacier Country.

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OrientationProvide several ways to learn more about the region, making orientation intuitive by reaching people in the way they want to interact.

We make it easy to fulfill their quest for knowledge:

• Ordering a travel guide from a print ad offer• Clicking a banner ad to take them to a landing page on the

website specific to their interests• Engaging in a social media conversation that appeals to their

sense of community• Sign up for our enewsletters (consumer and B2B)

Orientation

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Orientation

FacilitationWe want facilitation to be easy and enjoyable. We have several hands-on ways for our visitors to plan their trips:

• Glacier Country Travel Guide and website offer information on a wide variety of things to do, places to stay and ways to get here.

• Visitors can then narrow down with partner deals and contact information to plan their experiences one-on-one with experts (businesses + attractions) on the ground here in Montana.

• For more comprehensive step-by-step guidance, Glacier Country Tourism has a call center staffed with trained professionals who are available via live chat, email or phone for visitor assistance.

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GC Marketing GoalsRaise awareness of Glacier Country as a recognized tourism destination in identified markets and audiences.

Increase visitation year-round (especially shoulder and winter seasons)

Increase visitation among resident, non-resident, domestic and international travelers. This includes:◦ Attracting new and repeat travelers◦ Encouraging them to stay longer, explore more, do more ◦ Encouraging come back to visit and visit often

Continue emphasis on cultural attractions found throughout Glacier Country including our Indian nations, historic sites, museums, etc.

Generate inquiries and convert them to visitors by capturing names for database marketing.

Encourage visitors to share their experience through emerging technologies and tools such as social media channels and blogs.

Questions?Racene Friede l Executive DirectorGlacier Country Tourism 4852 Kendrick Place, STE 101, Missoula, MT 59808406.532.3234 Office l 406.532.3235 Directracene@glaciermt.com l www.glaciermt.com @GlacierMT l #GlacierMT(Dedicated to promoting Western Montana’s Glacier Country as a travel destination.)