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TOURISM

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Title: TOURISM


1
TOURISM
Good for Montanans Good for Montana
Department of Commerce, Montana Promotion Division
2003
2
Montana is Divided into SIX Tourism Regions
  • TEN
  • Convention and Visitor Bureaus (CVBs)

3
Tourism Regions
4
In 1988, the Year Montana first collected the 4
Bed Tax 4.8 million was Generated
  • In 2002 that figure was over 12.2 million

5
Bed Tax Collections (Calendar Years 1993-2002)
6
1
6
4
5
4
3
6
5
7
6
How is the Bed Tax
  • Distributed

7
Accommodations Projected Tax Revenue FY 2004
  • Projected Lodging Tax Revenue 12,321,013
  • Heritage Preservation Commission (400,000)
  • (Virginia City)
  • Department of Revenue 283,383
  • (Collection costs reimbursement to general fund
    of tax paid by state employees)
  • Available for Distribution 11,637,629

8
Use of Funds (Determined by Montana Legislature)
  • State Parks 6.5 756,446
  • (Operations and Maintenance)
  • University System 2.5 290,941
  • (Tourism and Recreation Research)
  • Historical Society 1 116,376
  • (Historical Sites and Signage)
  • Regions/CVBs Marketing 22.5 2,618,467
  • Travel Montana Programs 67.5 7,855,400

9
Travel Montana Projected FY 2004 Budget
  • Funds from Accommodations Tax 7,855,400
  • Income from ad sales, co-ops, etc. 395,950
  • LC Bicentennial Commission (200,000)
  • Historical Society (LC Bicentennial)
    (100,000)
  • Historical Society (Historical Interpretation)
    (196,857)
  • Historical Society (Scriver Collection)
    (120,151)
  • Montana Trade Program (200,000)
  • Total Funds Available 7,054,342

10
How is the 7.05 Million Distributed Among Travel
Montana Programs
11
WHAT DO WE KNOW
  • ABOUT OUR
  • NONRESIDENT VISITORS?

12
Montana Nonresident Visitor Facts
  • 9.77 Million Nonresidents Visited Montana
  • Primary Purpose of Visit
  • 49 vacationers
  • 22 visiting family friends
  • 11 business travelers
  • 9 passing through
  • 9 shopping, conventions, other

Institute for Tourism Recreation Research
2003
13
Nonresident Visitors (Millions)
Institute for Tourism Recreation Research
2003
14
NONRESIDENT VISITORS BY MONTH
19.35
17.72
13.55
10.08
7.22
5.67
5.89
4.90
4.36
3.90
3.39
3.98
Institute for Tourism Recreation Research
2003
15
Visitors Spent 1.8 Billion in Montana
These expenditures produced over 149 million in
state and local taxes
Where does the 1.8 billion travel industry money
go?
  • 28 Food 503 million
  • 21 Retail Sales 379 million
  • 14 Lodging 249 million
  • 4 Outfitters/Guides 65 million
  • 6 Auto Rental Repairs 115 million
  • 22 Gas 402 million (which generates
  • nearly 75 million in state gas taxes)
  • 5 Other Purchases/
  • Transportation 87 million

Institute for Tourism Recreation Research
2003
16
Tourism Means Jobs for Montanans
  • Tourism generated close to 33,500 direct/indirect
    jobs
  • These Jobs Generated 580 million in personal
    income

Institute for Tourism Recreation Research
2003
17
Between 1993 and 2002
  • Montana visitor expenditures grew from 1.54
    billion to 1.80 billion
  • Nonresident visitation grew 14 from 8.38
    million travelers to 9.77 million travelers

Institute for Tourism Recreation Research
2003
18
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.

Institute for Tourism Recreation Research
2003
19
Winter (Continued)
  • 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.

Institute for Tourism Recreation Research
2003
20
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 )


Institute for Tourism Recreation Research
2003
21
Spring (Continued)
  • 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 ).

Institute for Tourism Recreation Research
2003
22
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).

Institute for Tourism Recreation Research
2003
23
Summer (Continued)
  • 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.

Institute for Tourism Recreation Research
2003
24
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.

Institute for Tourism Recreation Research
2003
25
Fall (Continued)
  • 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.

Institute for Tourism Recreation Research
2003
26
So How Does Travel Montana Attract Visitors ?
  • Consumer Marketing/Advertising
  • The Internet
  • Publications
  • Publicity
  • International/Group Marketing
  • 1-800-VISIT-MT

27
Travel Montanas Advertising Budget is 2.6
million
  • When Compared to other State Tourism Budgets
    Montana ranks 26th

28
Print Ads (Sample list of 2003 Warm Season
Publications)
  • Smithsonian
  • National Geo Adventure
  • Ladies Home Journal
  • Trailer Life
  • American Heritage
  • Sunset
  • Family Circle
  • Backpacker
  • Bridal Guide
  • AAA Tour Book

29
Television Spots
  • (National Campaigns)
  • Rejuvenate Yourself Spot- General Consumer Ad -
    New in 2003
  • Lewis and Clark Spot
  • Ski Television General Consumer Ad
  • (In State Campaigns)
  • In Your Backyard Campaign
  • (Invite Montanans to vacation at home)
  • Governors Invite-A-Friend Campaign

30
Travel Montana Launched Its First Website In
1994 VISITMT.COM
31
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

32
Travel Montanas Websites Hosted 3.85 Million
Visitors in 2002
  • This is a 42 increase
  • from 2001

33
VISITMT.COM Growth from 1997-2002
34
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
  • In 2002, 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.

35
Travel Montana Publications Montana produces and
distributes over 1.5 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

36
Travel Montana Publications
37
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

38
International Marketing 3 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.

39
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.
  • NTA, National Tour Association, Host Montana
    Night dinner
  • ABA, American Bus Association
  • Produce Group Tour Planning Guide
  • Provide itinerary counseling to operators

40
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.

41
Montana Film Office
  • Primary Role is to bring Productions into Montana
    for the Economic Benefit of the State
  • Produces the Montana Production Guide with
    Listings of 275 Crew Members and over 700 Montana
    Businesses
  • Maintains montanafilm.com as a Marketing and
    Fulfillment tool.
  • Responsible to ensure Montana is film friendly
  • Find locations that fit
  • scripts
  • Act as liaison throughout
  • production
  • Cut through red tape

42
Direct Economic Benefits of Film Production
  • Money spent on wages, products, services
  • Circulates new money
  • Buying power is 3½ times actual amount
  • spent
  • Productions help create retain jobs
  • Comparable to a medium size business
  • generating revenue in months, not years
  • 6.8 Million Dollars of Direct Economic Impact in
    2002

43
Indirect Benefits of Film Production in Montana
  • Exposure to worldwide audiences
  • Increased tourism

44
1-800-VISIT-MT Call Center in Missoula
45
Bed Tax Dollars Help Fund A Number of State
Programs and Cultural Sites
  • Lewis and Clark Bicentennial Commission
  • Capitol Tours
  • Virginia City/Nevada City
  •  State parks
  • Montana Historical Society
  • Montana Trade Program which helps Montana
    businesses especially Agriculture

46
Travel Montanas Tourism Development Program
  • Community Tourism Assessment Program
  • (CTAP)
  • Tourism Infrastructure Investment Program
  • (TIIP)
  • Special Event Grant Program
  • (SEGP)

47
CTAP
  • Since 1991, CTAP has assisted 29 Montana
    communities, assess their tourism potential.
    CTAP Grants have invested 376,000 in tourism
    bed tax funds into tourism-related projects in
    the CTAP communities.

48
CTAP
  • Russell
  • Choteau
  • Fort Belknap Tribes
  • Havre
  • Lewistown
  • Pondera 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
  • Glendive
  • Hardin
  • Laurel
  • Miles City
  • North. Cheyenne Tribe
  • Gold West
  • Anaconda
  • Deer Lodge
  • Dillon
  • Whitehall
  • Yellowstone
  • Livingston
  • Red Lodge
  • Three Forks

49
TIIP
  • Since 1995 TIIP Grants have provided more than
    1.66 million in bed tax funds for 35 projects
    in 26 Montana Communities. This investment has
    helped complete 21 million worth of Montana
    tourism projects.

50
TIIP Funds Glacier Country
  • Conrad Mansion (Kalispell)
  • Daly Mansion (Hamilton)
  • Central School Museum (Kalispell)
  • Miracle of America Museum, Inc (Polson)
  • Historic Savenac Nursery (Haugan)
  • Seeley/Swan Historical Museum and Visitors
    Center
  • St. Mary Mission and Museum (Stevensville)

51
TIIP Funds Russell Country
  • Childrens Museum of Montana (Great Falls)
  • Hill County H. Earl Clack Museum, Wahkpa Chugn
  • Archeological Site (Havre)
  • Blaine County Wildlife Museum (Chinook)
  • Cascade County Historical Society (Great Falls)
  • Reconstruction of Historic Fort Benton
  • Charlie Russell Chew Choo Tour Train (Lewistown)
  • Old Trail Museum (Choteau)
  • Lewis Clark National Historic Trail
    Interpretive Center
  • (Great Falls)

52
TIIP Funds Missouri River Country
  • Phillips County Historical Society (Malta)
  • RYH Regional Event Center (Sidney)
  • Fort Peck Theater
  • Maltas Museum of the Future

53
TIIP Funds Custer Country
  • Huntley Project Museum of Irrigated Ag
  • Makoshika Park Group Picnic Shelter (Glendive)
  • Moss Mansion (Billings)
  • Makoshika State Park Amphitheater (Glendive)
  • Zoo Montana (Billings)
  • Yellowstone Art Museum (Billings)
  • Chief Plenty Coups House Restoration (Pryor)
  • Pictograph State Park (Billings)

54
TIIP Funds Yellowstone Country
  • Livingston Depot Foundation
  • Peaks to Plains Museum (Red Lodge)

55
TIIP Funds Gold West Country
  • World Museum of Mining (Butte)
  • Rialto Community Theater (Deer Lodge)
  • The Reid Building Museum Library
  • (Twin Bridges)
  • Old Montana Prison (Deer Lodge)
  • MT Wildlife Rehab Center Nature Park
  • (Helena)
  • Hangmans Building (Virginia City)

56
SEGP
  • The Special Events Grant Program (SEGP) was
    developed in 2002 to create and sustain community
    economic development through the creation and/or
    enhancement of new annual, on-going events. Event
    categories include cultural and heritage events,
    sporting events, and attendance events. Grant
    funds are available for event marketing,
    equipment rental, insurance, performer fees,
    security and mailings. To date, the SEGP program
    has provided 151,000 in tourism bed tax funds
    to 19 events in 17 Montana communities.

57
SEGP Funds Glacier Country
  • The Countess Trail Ride, Daly Mansion,
  • Hamilton
  • Bitterroot Summer Music Festival,
  • Hot Springs/Bitterroot Valley
  • 360 Spring Car Mid-Season National
    Championship,
  • Pablo

58
SEGP Funds Russell Country
  • Fort Belknap Arts Crafts Fair and Cultural
    Food and
  • Dance Performance Festival, Fort Belknap
    Reservation
  • 3on3 Nothing But Net Street-Ball Tournament,
    Havre
  • Montana Winter Fair, Lewistown
  • Grizzly Marathon, Choteau
  • Fur Trade Symposium Opening of the Fur Trade,
  • Fort Benton

59
SEGP Funds Missouri River Country
  • Mustang Stampede, Malta
  • Milk River Gospel Jamboree, Malta
  • Prairie Fest, Sheridan County/Plentywood

60
SEGP Funds Custer Country
  • Will James Birthday Celebration, Billings

61
SEGP Funds Yellowstone Country
  • Sweet Grass Fest 2002, Big Timber
  • Big Sky Soap Box Derby, Bozeman
  • Take Two Film Weekend, Livingston
  • Sustainability Fair, Livingston
  • Yellowstone Festival of the Arts, West
    Yellowstone

62
SEGP Funds Gold West Country
  • Big Sky Draft Horse Expo, Deer Lodge
  • Montana Gaelic Cultural Society An Ri Ra,
    Butte

63
Montanans Are Visitors Too!
64
Travel and Recreation Behavior The 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

Institute for Tourism Recreation Research
2003
65
MT Resident Trip Activities
Day Trips
  • Day Hike
  • History/Culture
  • Fishing
  • Nature/Photo
  • 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

Institute for Tourism Recreation Research
2003
66
Montana 2003 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
2003
67
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

68
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

69
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 Billings April 5-6, 2004
  • Know your Legislators/Get Involved in Legislative
    Process

70
Useful Resources
  • Travel Montana
  • (406) 841-2870
  • www.travelmontana.state.mt.us
  • Institute for Tourism Recreation Research
  • (406) 243-5686
  • www.forestry.umt.edu/itrr

71
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