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Title: TOURISM


1
TOURISM
Good for Montanans Good for Montana
2
6 Tourism Regions10 Convention/Visitor Bureaus
(CVBs)
3
In 1988, the Year Montana first collected the 4
Bed Tax 4.8 million was Generated
  • In 2003 that figure was over 12.6 million

4
Bed Tax Collections(Calendar Years 1994-2003)
2
6
3
6
4
5
4
3
6
4
5
How is the Bed Tax
  • Distributed

6
Accommodations Projected Tax Revenue FY 2005
  • Projected Lodging Tax Revenue 12,970,036
  • Heritage Preservation Commission (400,000)
  • (Virginia City)
  • Department of Revenue 298,311
  • (Collection costs reimbursement to general fund
    of tax paid by state employees)
  • Available for Distribution 12,271,725

7
Use of Funds(Determined by Montana Legislature)
  • State Parks 6.5 797,662
  • (Operations and Maintenance)
  • University System 2.5 306,793
  • (Tourism and Recreation Research)
  • Historical Society 1 122,717
  • (Historical Sites and Signage)
  • Regions/CVBs Marketing 22.5 2,761,138
  • Travel Montana Programs 67.5 8,283,414

8
Travel MontanaProjected FY 2005 Budget
  • Funds from Accommodations Tax 8,283,414
  • Income from ad sales, co-ops, etc. 372,405
  • LC Bicentennial Commission (200,000)
  • Historical Society (LC Bicentennial)
    (100,000)
  • Historical Society (Historical Interpretation)
    (193,627)
  • Historical Society (Scriver Collection)
    (140,000)
  • Montana Trade Program (200,000)
  • Total Funds Available 7,894,802

9
How is the 7.89 MillionDistributed AmongTravel
Montana Programs
10
WHAT DO WE KNOW
  • ABOUT OUR
  • NONRESIDENT VISITORS?

11
Montana NonresidentVisitor Facts
  • 9.67 Million Nonresidents Visited Montana
  • Primary Purpose of Visit
  • 44 vacationers
  • 15 visiting family friends
  • 8 business travelers
  • 26 passing through
  • 7 shopping, conventions, other

Institute for Tourism Recreation Research
12
Nonresident Visitors(Millions)
Institute for Tourism Recreation Research
13
NONRESIDENT VISITORSBY SEASON
43
26
15
17
Institute for Tourism Recreation Research
14
Visitors Spent 1.87 Billion in Montana
These expenditures produced over 135 million in
state and local taxes
Where does the 1.87 billion travel industry
money go?
  • 28 Food 524.6 million
  • 21 Retail Sales 398.9 million
  • 13 Lodging 252.1 million
  • 22 Gas 421.4 million (which generates
  • nearly 38 of Montanas state gas taxes)
  • 14 Other Purchases/
  • Transportation 276.5 million

Institute for Tourism Recreation Research
15
Tourism Means Jobs for Montanans
  • Tourism supports 37,000 Montana Jobs 7 total
    work force (direct/indirect) 8
  • These Jobs Generated 739 million in personal
    income

Institute for Tourism Recreation Research
16
Between 1993 and 2003
  • Montana visitor expenditures grew from 1.23
    billion to 1.87 billion
  • Nonresident visitation grew 20.6 from 8.37
    million travelers to 9.67 million travelers

Institute for Tourism Recreation Research
17
Winter Visitor Facts
  • The typical winter visitor group (2.4 people)
    pumps 111 per day into the state's economy
    stays 3.1 nights with a household income of
    60,000 to 80,000.
  • Visitors were most likely to be from North
    Dakota, Wyoming, Washington and Alberta, Canada.
    Ninety-five percent had been to Montana before
    and 96 planned to visit again in the next two
    years.
  • Yellowstone National Park was visited by 31 of
    all vacationers, while the Flathead Lake Area,
    had 23 of the vacationers.
  • Visitors stayed overnight in Billings (32) more
    often than any other community in the state.
  • For pre-trip planning, visitors felt that private
    businesses (36) and the Internet (35) provided
    the most useful information.
  • Shopping was the activity participated in the
    most (41), followed by downhill skiing and
    gambling (12)
  • Winter visitation to Yellowstone National Park
    has held steady at (13) over the years, but
    visitation to Glacier National Park has increased
    from (2) in 1993 to (9) in 2001.

Nonresident Winter Visitor Profile A Study of
Winter Visitors to Montana ITRR December 2001
Institute for Tourism Recreation Research
18
Spring Visitor Facts
  • Typical nonresident spring visitor group (1.97
    people) spent 95.98 a day, stayed 3.04 nights.
  • Visitors were most likely to be from Washington,
    Idaho, North Dakota and Wisconsin.
  • Vacationers visited Yellowstone National Park
    (47), Glacier National Park (47), Little
    Bighorn Battlefield (34 ) and the Flathead Lake
    area (28 )
  • Glacier Country Tourism Region accommodated more
    overnighters (29) than any other travel region,
    but visitors stayed overnight in Billings (17)
    more than any other community in the state.
  • Camping was the most popular activity (48),
    followed by visiting historic sites (45), (33)
    hiking and (31) shopping.
  • For those who used available pre-trip planning
    sources, (39) the Internet and (23) auto clubs
    were the most useful. The most useful information
    used while in the state mostly came from service
    people (30) and highway signs (28 ).


Nonresident Spring Visitor Profile A Study of
Spring Visitors to Montana ITRR February 2002
Institute for Tourism Recreation Research
19
Summer Visitor Facts
  • Typical nonresident summer visitor group (2.5
    People) spent 109.51 a day and stayed 4.2
    nights.
  • Top three expenditures were gasoline, retail and
    restaurant/bar.
  • Visitors from Washington (12) and California
    (10) represented a greater percentage than any
    other states. The border states of Idaho, North
    Dakota and Wyoming add up to 14 of nonresident
    visitors. Canada and Overseas (3) made up 11
    of nonresident visitors.
  • Seventy-six percent of all summer visitors were
    repeat guests.
  • Vacationers visited watched wildlife (50), day
    hiked (46), shopped (45), visited museums
    (25), hired an outfitter or guide (9).
  • Top Montana attractions Mountain/forests,
    Yellowstone Glacier National Parks,
    Rivers/lakes, and open space/uncrowded areas.
  • Visitors stayed overnight in Billings (9),
    Missoula West Yellowstone (7), Bozeman (6),
    and Gardiner Great Falls (4).
  • For those who used available pre-trip planning
    sources, (43) used the Internet and (38) said
    it was their most useful source of information.

Nonresident Summer Visitor Profile A Study of
Summer Visitors to Montana ITRR April 2002
Institute for Tourism Recreation Research
20
Fall Visitor Facts
  • Vacationers to Montana comprise 29 of Montanas
    fall visitors. This group stayed 4.98 nights.
    They were attracted to Montanas mountains and
    forests, open space and hunting followed by
    wildlife and Yellowstone National Park.
  • Fifteen percent of these vacationers hired an
    outfitter or guide.
  • Eighty-four percent of fall vacationers have been
    to Montana previously. These visitors came from
    Washington, California, North Dakota, Minnesota,
    Oregon, Idaho and Alberta.
  • Visitors passing through comprise 34 of all fall
    visitors and stay 1.47 nights.
  • Fall Visitors visiting friends and relatives
    (VFR) comprise 23 of the states visitors. They
    stayed 6.5 nights. VFR visitors shop more than
    any other activity followed by day hiking,
    wildlife watching and visiting museums.
  • VFR visitors came from Washington, Idaho, Oregon,
    North Dakota, and Wyoming.
  • Fall Visitors are repeat visitors (89) and 94
    said they will return in the next two years.
  • Most fall visitors Do not use any information
    sources to plan their visit (57). However the
    Internet was still the most used source.

Nonresident Fall Visitor Profile A Study of Fall
Visitors to Montana ITRR July 2002
Institute for Tourism Recreation Research
21
So How Does Travel Montana Attract Visitors ?
  • Consumer Marketing/Advertising
  • The Internet
  • Publications
  • Publicity
  • International/Group Marketing
  • 1-800-VISIT-MT

22
Travel Montanas Advertising Budget is 2.9million
  • When Compared to other State Tourism Budgets
    Montana ranks 27th

23
Print Ads(Sample list of 2005 Warm Season
Publications)
  • AARP The Magazine
  • National Geo Traveler
  • Good Housekeeping
  • Backpacker
  • American Heritage
  • Sunset
  • Family Circle
  • Outside
  • Bridal Guide
  • AAA Tour Book

24
Television Spots
  • (National Campaigns)
  • Rejuvenate Yourself Spot- General Consumer Ad
  • Lewis and Clark Spot
  • (In State Campaigns)
  • Enjoy Your Backyard Campaign (summer)
  • My homes in Montana Campaign (winter)
  • (Invite Montanans to vacation at home)
  • Governors Invite-A-Friend Campaign

25
Travel Montana Launched Its First WebsiteIn
1994VISITMT.COM
26
Travel Montana Websites (28)
Sponsored
Hosted
  • visitmt.com
  • lewisandclark.state.mt.us
  • wintermt.com/skimt.com
  • montanakids.com
  • montanameetings.com
  • montanafilm.com
  • indiannations.visitmt.com
  • travelmontana.org (Intranet)
  • montanagroups.com
  • wildlife.visitmt.com
  • montanainfo.org
  • Co-op Sites (sledtherockies.org, fourparks.com,
    nwlewisclark.com)
  • billingscvb.visitmt.com
  • missoulameetings.visitmt.com
  • yellowstone.visitmt.com
  • russell.visitmt.com
  • circle.visitmt.com
  • bozemancvb.visitmt.com
  • missouririver.visitmt.com
  • glacier.visitmt.com
  • goldwest.visitmt.com
  • custer.visitmt.com
  • greatfallscvb.visitmt.com
  • helenacvb.visitmt.com
  • westyellowstone.visitmt.com
  • bigsky.visitmt.com

27
Visits Per Day16,600 Total
28
Total Visits 20045,765,000
29
VISITMT.COM Growth from 1997-2004
30
Recent Accomplishments
  • Visitmt.com turned Web visitors into more than
    18,000 trips to the state in 2001 according to a
    recent report.
  • These visitors spent over 39 million.
  • For each 1 spent on marketing, 28 was returned
    to the state.
  • 10 of the respondents stated they were directly
    influenced by the website to visit the state.
  • Half of the 701 surveyed selected Montana as
    their primary vacation destination
  • Georgia Tech Universitys Tourism and Regional
    Assistance Centers (TRACS) presented the Montana
    Department of Commerces Travel Montana web
    program with a Best Practices in Tourism award
    for its excellence in web marketing.
  • In 2004 all of Travel Montanas dynamic sites
    were converted to an Oracle based system. A
    complete redesign of the page layouts was part of
    the process.

31
Travel Montana PublicationsMontana produces and
distributes over1.5 million pieces of literature
each year
  • Travel Planner
  • Vacation Guide
  • Winter Guide
  • Calendar of Events
  • Group Tours Planning Guide
  • Meeting Planners Guide
  • Lewis and Clark Brochure
  • Indian Nations Brochure
  • Kids Brochure

32
Travel Montana Publications
33
Publicity/Photography
  • Host Familiarization/Media Tours
  • Assist Travel Related Television and Broadcast
    Productions
  • Distribute Video News Releases
  • (Distributed to regional and national television
    news stations)
  • Provide Research Assistance to Travel Writers
  • Distribute Press Releases/Travel Stories to Media
  • Produce Monthly Travel Montana Update Newsletter
  • Produce Quarterly Untold Story Leads to Media
  • Maintain Stock Photo Library for use by Media
  • Provide Photography Services to Media

34
International Marketing3 of Montanas Visitors
are from Overseas
  • Montana markets to Europe with the states of
    Idaho, South Dakota and Wyoming with a company
    called Rocky Mountain International, based in
    Cheyenne, WY.
  •  
  • RMI coordinates the marketing activities and has
    established offices in our key markets of
    Germany, the United Kingdom, Belgium, France, the
    Netherlands, and Italy.
  •   In the Pacific Rim, Travel Montana works with
    the Dept. of Commerce Trade Offices in Taipei,
    Taiwan and Kumamoto, Japan on tourism marketing
    related projects.

35
Group Travel
  • The average daily expenditure per person
    traveling with a group is 192 as opposed to an
    independent traveler who spends 187. (NTA
    packaged travel study 2000)
  • The program conducts fam tours for group tour
    operators.
  • Staff attend two national conventions to promote
    Montana as a destination.
  • CrossSphere, The Global Association for Packaged
    Travel, Host Montana Night dinner
  • ABA, American Bus Association
  • Produce Group Tour Planning Guide and
    www.montanagroups.com
  • Provide itinerary counseling to operators

36
Meetings Conventions
  • The national average daily expenditure of a
    convention delegate is 248.
  • Encourage attendees at conventions out of state
    to consider bringing it to Montana.
  • Provide a letter of invitation from the governor
    and travel packets to the board of directors or
    decision making group.
  • Provide a letter of invitation from the governor
    along with travel packets to convention
    registrants to encourage attendance and extended
    stays.
  • Attend several trade shows promoting meetings in
    Montana.
  • Provide a Meeting Planners Guide and Invite a
    Convention Kit.
  • Invite a convention Kit
  • www.montanameetings.com

37
Montana Film Office
  • Primary Role is to bring film Productions into
    Montana for the Economic Benefit of the State
  • Produces the Montana Production Guide, a complete
    guide to filming a project in Montana. This guide
    lists 275 Montana Crew Members and over 700
    Montana Businesses
  • Maintains montanafilm.com as a Marketing and
    Fulfillment tool for interested filmmakers
  • Responsible to ensure Montana is film friendly
  • Find locations that fit scripts from database of
    over 150,000 photographs of Montana as well as
    providing scouting services
  • Act as liaison throughout production
  • Cut through red tape

38
Direct Economic Benefitsof Film Production
  • Money spent on wages, products, services
  • Brings in new money that would otherwise be
    spent in Canada or another state
  • Total economic impact is 1.5 times the direct
    expenditures by the production company
  • Productions help create retain jobs for Montana
    workers and graduates of Montanas Universitys
    film programs
  • Comparable to a medium size business generating
    revenue in months, not years. With no need for
    additional infrastructure such as schools and
    public services
  • 5.7 Million Dollars of Direct Economic Impact in
    2003

39
Indirect Benefits of Film Production in Montana
  • Positive Exposure to worldwide audiences
  • Publicity Values
  • Increased tourism

40
1-800-VISIT-MTCall Center in Missoula
41
Bed Tax DollarsHelp Fund A Number of State
Programs and Cultural Sites
  • Lewis and Clark Bicentennial Commission
  • Scriver Collection
  • Virginia City/Nevada City
  • State Parks
  • Montana Historical Society
  • Montana Trade Program which helps Montana
    businesses especially Agriculture

42
Travel Montanas Tourism Development Program
  • Community Tourism Assessment Program
  • (CTAP)
  • Tourism Infrastructure Investment Program
  • (TIIP)
  • Special Event Grant Program
  • (SEGP)

43
Community Tourism Assessment Program (CTAP) A
Montana Partnership Since 1991
  • Travel Montana
  • 35 Montana Communities
  • MSU Extension
  • UM ITRR
  • The Purpose
  • Is Tourism For Us?
  • If Yes, What Kind Of Tourism Is For Us?
  • Whats Needed To Create A Sustainable Tourism
    Product Strategy For Our Community?
  • Identify Cost Effective Projects

CTAP Grants 1991-2004
436,000 tourism bed tax funds invested into
tourism-related community projects
44
CTAP
  • Russell
  • Choteau
  • Fort Belknap Res.
  • Great Falls
  • Havre
  • Lewistown
  • Pondera County
  • Rocky Boy Res.
  • Wheatland County
  • White Sulphur Springs
  • Glacier
  • Hamilton
  • Kalispell
  • Libby
  • Browning/Cut Bank
  • Eureka
  • Sanders County
  • St. Ignatius
  • Missouri River
  • Fort Peck Tribes
  • Glasgow
  • Malta/Phillips Co.
  • Custer
  • Broadus
  • Crow Reservation
  • Glendive
  • Hardin
  • Laurel
  • Miles City
  • North. Cheyenne Tribe
  • Wibaux
  • Gold West
  • Anaconda
  • Deer Lodge
  • Dillon
  • Helena
  • Whitehall
  • Yellowstone
  • Livingston
  • Red Lodge
  • Three Forks

45
Tourism Infrastructure Investment Program
(TIIP) Results 1995-2004
  • 44 Brick Mortar Projects
  • 16 Museums
  • 9 MT Historic Sites
  • 3 State Parks
  • 2 New Attractions
  • 5 Wildlife Centers
  • 2 Historic Theaters
  • 4 Arts/Culture Centers
  • 3 Multi-Use Facilities
  • 32 Montana Communities
  • gt2 million tourism bed tax invested
  • gt 24 million in tourism projects assisted

46
TIIP ELEMENTS
  • Competitive Grant Process
  • 30-35 Applications/Yr
  • Grant Pool 200,000 Year
  • 2 million in Funding Requests each Year
  • Brick Mortar Projects
  • IRS Recognized Non-Profit Sponsor
  • Hard Match 1 match/2 Grant
  • Minimum Grant 20,000
  • Minimum Project 30,000
  • Maximum Grant Grant Pool Amount

47
SEGP
  • The Special Events Grant Program (SEGP) was
    developed in 2002 to create and sustain community
    economic development through the creation of new
    annual, on-going events. To date, the SEGP has
    provided 201,000 in tourism bed tax funds to 21
    Montana communities.
  • Glacier Country Hamilton, Hot Springs, Plains,
    Missoula, Whitefish, Pablo
  • Russell Country Fort Belknap, Havre, Lewistown,
    Choteau, Fort Benton
  • Missouri River Country Malta, Plentywood, Sidney
  • Custer Country Billings
  • Yellowstone Country Big Timber, Bozeman,
    Livingston
  • Gold West Country Deer Lodge, Butte, Dillon

48
Visitor Information Centers
In nine gateway communities, a state-local
partnership provides over 165,000 visitors
annually with Montana travel information through
the Montana Visitor Information
Centers. Broadus St Regis Culbertson West
Yellowstone Dillon Lolo Pass Hardin Wibaux
Shelby Montana VIC staff answer visitor
questions, supply Montana maps, guides and
brochures and respond to visitor needs. The
community partners provide the building and
staffing Travel Montana assists with staff
salary, training, computer services, furniture
and Montana travel publications.
49
Montana Tourism Recreation Initiative (MTRI)
The Montana Tourism and Recreation Initiative
(MTRI) is a multi-agency cooperative working
together to plan and fund mutually beneficial
tourism and recreation projects that serve the
needs of residents and visitors. State
Agencies Governors Office Department of
Commerce Fish, Wildlife Parks Montana State
University Extension Historical Society
Department of Natural Resources
Conservation Arts Council Department of
Transportation Tourism Advisory
Council Heritage Preservation Development
Commission Lewis Clark Bicentennial Commission
University of Montana Institute for Tourism
Recreation Research Federal Agencies Bureau of
Land Management Bureau of Reclamation U.S.D.A.
Forest Service National Park Service U.S. Fish
Wildlife Service U.S. Army Corps of Engineers
50
Montanans Are Visitors Too!
Montana Nonresident Pleasure Travel Study ITRR
November 1999
51
Travel and Recreation BehaviorThe Montana
Resident
  • 76 of Montanans take pleasure trips in a year
  • 44 of pleasure trips are day trips (20/trip)
  • 29 are overnight in Montana trips (65/trip)
  • 27 of pleasure trips are leaving MT (285/trip)
  • 962 million on pleasure travel (9.5 of HHI)
  • 707 million is leaving MT
  • 255 million dropped in MT

Montana Nonresident Pleasure Travel Study ITRR
November 1999
Institute for Tourism Recreation Research
52
MT Resident Trip Activities
Day Trips
  • Day Hike
  • History/Culture
  • Fishing
  • Nature Phone
  • Sporting Event
  • Special Event

Day Trips
Trips Out of MT
  • History/Culture
  • Day Hiking
  • Nature Photo
  • Special Event
  • Fishing
  • Sporting Event
  • History/Culture
  • Sporting Event
  • Nature Photo
  • Day Hike
  • Special Event
  • Boating

Montana Nonresident Pleasure Travel Study ITRR
November 1999
Institute for Tourism Recreation Research
53
Montana 2005 Predictions
  • The nation expects more domestic travel and
    Montana can expect to benefit.
  • The approaching Lewis and Clark Bicentennial
    Commemoration provides reason to expect more
    visitors.
  • Americans expect to travel and Montana can be
    that special trip.
  • Institute for Tourism and Recreation Predicts 2
    growth
  • ( Normal growth pattern for last 5 years)

Institute for Tourism Recreation Research
54
National Tourism Trends
  • Mature Travelers (Empty Nesters, Boomers turn
    55)
  • Over 50 80 of leisure travel, 75 of nations
    wealth
  • Seek heritage, culture, education, soft
    adventure, amenities
  • Family travel up
  • Seek value, variety, kid/grandparent-friendly
  • Heritage/cultural travel is largest segment
  • More affluent, educated, seek learning/challenge
  • 65 of U.S. travelers include heritage/culture on
    trip
  • Seek authenticity, quality, integrity, amenities

55
National Tourism Trends(continued)
  • Rural tourism up small towns, rural festivals
  • Combine business with cultural experience
  • Shorter, more frequent trips, shorter planning
    time
  • Women still do the family planning
  • Safety, hygiene, creature comforts, shopping
  • Seek One-Stop convenience packages
  • Canadian visitation to US up 9 1998-2000
  • Shopping is 1 activity overall

56
Get involved in Montanas Tourism Industry
  • Through your Tourism Region
  • Get on Travel Montanas Update Newsletter
    Mailing List
  • Attend Annual Governors Conference on Tourism
    and Recreation in Helena March 21-22, 2005
  • Know your Legislators/Get Involved in Legislative
    Process

57
Useful Resources
  • Travel Montana
  • (406) 841-2870
  • www.travelmontana.org
  • Institute for Tourism Recreation Research
  • (406) 243-5686
  • www.itrr.umt.edu

58
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