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TOURISM

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  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 L&C Bicentennial Commission ($200,000) Historical Society (L&C 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 Montana’s 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 Montana’s fall visitors. This group stayed 4.98 nights. They were attracted to Montana’s 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 state’s 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. Consumer Marketing/Advertising The Internet Publications Publicity International/Group Marketing 1-800-VISIT-MT So How Does Travel Montana Attract Visitors ?

  22. Travel Montana’s 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 home’s in Montana” Campaign (winter) (Invite Montanans to vacation at home) • Governor’s Invite-A-Friend Campaign

  25. Travel Montana Launched Its First WebsiteIn 1994VISITMT.COM

  26. Travel Montana Websites (28) Sponsored Hosted • 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 • 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)

  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 University’s Tourism and Regional Assistance Centers (TRACS) presented the Montana Department of Commerce’s Travel Montana web program with a “Best Practices in Tourism” award for its excellence in web marketing. • In 2004 all of Travel Montana’s dynamic sites were converted to an Oracle based system. A complete redesign of the page layouts was part of the process.

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

  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 Montana’s 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 Planner’s Guide and Invite a Convention Kit. • Invite a convention Kit • www.montanameetings.com

  37. 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 Montana Film Office

  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 Montana’s University’s 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 Montana’s 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? • What’s 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. Russell: • Choteau • Fort Belknap Res. • Great Falls • Havre • Lewistown • Pondera County • Rocky Boy Res. • Wheatland County • White Sulphur Springs CTAP • 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 • 32 Montana Communities • >$2 million tourism “bed tax” invested • > $24 million in tourism projects assisted 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

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

  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: Governor’s 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