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Montana Tourism & Recreation Strategic Plan The Final Stretch TAC Meeting June 4, 2002.

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Presentation on theme: "Montana Tourism & Recreation Strategic Plan The Final Stretch TAC Meeting June 4, 2002."— Presentation transcript:

1 Montana Tourism & Recreation Strategic Plan The Final Stretch TAC Meeting June 4, 2002

2 Montana Tourism Strategic Plan Acknowledgements THANK YOU!! MT Dept of Commerce/Promotion Division MTRI Agencies – FWP, MDT, MHS, USFWS, USFS, BLM, COE, UM, MSU Montana Tribal Tourism Alliance UM Institute for Tourism & Recn Research Regions & CVBs/Chambers MIKA, MOGA, MWF, MWA, MCC, MRPA Wendt-Kochman, H2O Were almost finished harassing you…!

3 June 4, 2002Montana Tourism Strategic Plan Agenda Project Status Strategic Approach Summary of Strengths, Challenges, Threats & Opportunities Key Themes Priority Action Items Implementation System Next Steps

4 June 4, 2002Montana Tourism Strategic Plan Planning Process Overview Planning Element OctNovDecJanFebMarAprMayJun Meet w/ TM Team, TAC, MTRI 8 Public Meetings Information-Gathering Meet w/ MIKA, MOGA Draft Vision/Strat Frame/Goals Meet w/ TAC, MTRI; Refine Online Survey/Comments, Refine MTRI Mtg, Govs Conf; Feedback Refine; write draft Plan doc Meet with TAC, MTRI Refine draft; Comments; Final Plan

5 June 4, 2002Montana Tourism Strategic Plan Tourism & Recreation Industry Industry according to Websters: industry - 1. the aggregate of manufacturing enterprise in a particular field: the steel industry. 2. any general business activity: the tourist industry. 3. trade or manufacture in general. 4. systematic work or labor. 5. energetic, devoted activity at any work or task; diligence. 6. the aggregate of work, scholarship, and ancillary activity in a particular field, often named after its principal subject: the Mozart industry. 7. archaeol. an assemblage of artifacts regarded as unmistakably the work of a single prehistoric group.

6 June 4, 2002Montana Tourism Strategic Plan Tourism & Recreation Industry Private Sector –Hotels, RV/Campground, F&B, Ski, O&G –Trade/Marketing: MIKA, MOGA, CVBs –Retail, Real Estate, Gas, Bank, Insurance –Farmers, Ranchers, Wholesale/Freight Public Sector –State: MDOC, FWP, MHS, DOR, MDT, DOA, Education, MAC, MHPDC –Fed: NPS, USFS, BLM, BOR, COE, BIA, FWS –Tribes –Local: Cities, Counties, Park Districts

7 June 4, 2002Montana Tourism Strategic Plan Tourism & Recreation Industry Nonprofit Sector –Regional Tourism Organizations (6 countries) –Historical groups (county, L&C, Daly Mansion Trust) –Cultural & Arts groups (MCC, Billings Symphony, Ft. Peck Theater, etc.) –Sportsmens organizations (RMEF, TU, DU, WU) –Conservation/Environment/Wildlife groups (MWA, FOB, GYC, MWF, etc.)

8 June 4, 2002Montana Tourism Strategic Plan Strategic Approach Market-Driven: Tourism & recreation products/services respond to markets Quality/success of products/services depends on business support, infrastructure, protection and management of assets Foundation for success: communication, planning, partnerships, support (funding, tech assistance)

9 June 4, 2002Montana Tourism Strategic Plan Vision for 2007 Balance & Sustainability Cooperation: P-P-NP-T Awareness & Support Respect Stability Accountability

10 June 4, 2002Montana Tourism Strategic Plan Guiding Principles Serve Montanans First –Retain Character/Sense of Place Economic & Social Benefit Quality Experience Local Control Mutual Respect Collaboration

11 Strengths, Challenges, Threats, Opportunities

12 June 4, 2002Montana Tourism Strategic Plan Strengths Big Sky Country: natural resources Image: Montana Mystique Unique heritage & culture (Western, tribal) Variety of attractions, events, activities Tourism industry growth, diversity Dedicated funding System of state/regional programs Good customer service

13 June 4, 2002Montana Tourism Strategic Plan Natural/Historic/Cultural Assets

14 June 4, 2002Montana Tourism Strategic Plan Challenges Lack of Team –Circle the wagons and shoot in… Access to private/public lands & wildlife Transportation: air, Amtrak, distance Funding Usage: overcrowding, resident vs. nonres, motorized/nonmotorized, infrastructure Tactical vs. Strategic approach (means vs. ends) Seasonality: revenues, jobs, visitor services Mom & Pop industry: new industry, small organizations Perception of a Tourist

15 June 4, 2002Montana Tourism Strategic Plan Challenges Political & Corporate Culture: For the first 100 years of its history, Montana was a Company Town. We have not yet developed a strong entrepreneurial legacy in this state. The System has tended to be top- down and patriarchal in nature. - Local MT Economic Development Director

16 June 4, 2002Montana Tourism Strategic Plan What is a Tourist? A Resident is someone who hunts, fishes, camps, sightsees, recreates, hikes, eats, sleeps, shops and enjoys Montana. A Tourist is someone who hunts, fishes, camps, sightsees, recreates, hikes, eats, sleeps, shops and enjoys Montana – and has out-of-state license plates.

17 June 4, 2002Montana Tourism Strategic Plan Threats Nonresident fishing and hunting issues Lack of good information for decisions –Policy, planning, support, tracking results Polarization: bell curve of public opinion vs. barbell curve of special interests Diversion of lodging tax for other uses Overuse – negative impacts Homogenization of Montanas product –Loss of unique character, sense of place Opposition to change and progress Weak industry identity & cohesiveness

18 June 4, 2002Montana Tourism Strategic Plan Motorized Recn Vehicles

19 June 4, 2002Montana Tourism Strategic Plan Resident vs. Nonresident Fishing License Sales* Resident sales increased 6% since 1990 Nonresident sales increased 19% * Nonresident sales include season and 2-day licenses

20 June 4, 2002Montana Tourism Strategic Plan Economic Impact of Hunting & Fishing 2/3 of FY 2000 hunting/fishing license revenue to FWP was from nonresidents Approx. 64% of FWP 2001 total revenue was from hunting & fishing license sales –Approx. 43% of 2001 total revenue from nonresident hunting & fishing license sales Source: MT FW&P

21 June 4, 2002Montana Tourism Strategic Plan Challenges If you dont measure results, you cant tell success from failure. If you cant see success, you cant reward it. If you cant reward success, youre probably rewarding failure. - David Osborne & Ted Gaebler, Reinventing Government

22 June 4, 2002Montana Tourism Strategic Plan Opportunities Effective Team: connectivity, credibility Strategic direction: endorsement for Plan, funding Sustainable assets: reasonable limits New partnerships: Montana Beef Council, value- added ag products Successful Lewis & Clark Bicentennial Targeted promotion & measurable results Statewide, year-round tourism revenue Higher value visitors: Boomers, heritage/cultural

23 June 4, 2002Montana Tourism Strategic Plan Common Theme:

24 June 4, 2002Montana Tourism Strategic Plan Common Theme:

25 June 4, 2002Montana Tourism Strategic Plan Managing the Impact 3 Key Areas: Managing Information: –Collection, Dissemination –Training/Edn –Commn w/ Markets Managing (Use of) Assets: –Protection –Access Creating Teams –Partnerships –Coordination Information Assets Teams

26 June 4, 2002Montana Tourism Strategic Plan Managing Information 1.3Enhance awareness: elected officials 1.1Measure citizen attitudes/perceptions 3.4Training & technical assistance to biz 4.2Improve monitoring of visitatn/impacts 7.3Share info/resource between partners 6.7Communicate with visitors in/around MT 6.2Promote to targeted consumer markets 6.3Promote to meetings/conventions 6.1Conduct strategic research 6.8Track, evaluate & distribute results

27 June 4, 2002Montana Tourism Strategic Plan Managing (Use of) Assets 4.5Address access issues 4.4Protect assets while maintaining industry 4.3Planning & policy for assets mgmt 4.1Evaluate asset conditions/needs 5.1Improve transportation system 5.3Retain community character/heritage 5.4Enhance VICs and rest areas 5.5Address needs for signage 2.3Products/services for heritage/cultural tourists 2.4Custom packages for specialty markets 2.5Enhance facilities & services for meetings/conv.

28 June 4, 2002Montana Tourism Strategic Plan Creating Teams 1.5 Maintain lodging tax for promotion 3.1Link tourism, agriculture, conservation 3.5Support systems/tools for biz devt 7.5Consistency/coordn among agencies 7.6Partnerships for promotion/funding 7.1Partnerships for actions implementation 7.2Coordinate Strategic Plan implementn

29 June 4, 2002Montana Tourism Strategic Plan Existing System (Communication, Organization Relationships, Implementation) Travel Montana TAC Regions/CVBs Dept of Commerce MTRI: State/Federal Agencies Businesses & Communities Tourists Nonprofits Trade Groups/MTCConservatn, Sportsmen ITRR Ad Agency

30 June 4, 2002Montana Tourism Strategic Plan Existing System Roles PlayerStrategyPolicyBudgetImplemtnInformatnInputPartnership Legislature MDOC/TM TAC Region/CVB ITRR Agencies Ad Agency Biz/Cmtys Trade Grps Nonprofits Sportsmen Conservn

31 June 4, 2002Montana Tourism Strategic Plan Concerns with Existing System Vertical orientation Info doesnt flow horizontally or bottom-up Weak/non-existent partnerships Not conducive to Team approach Does not tap resources of all potential partners Invites conflict, micro-management, bureaucracy Inconsistent messages to tourists

32 June 4, 2002Montana Tourism Strategic Plan Suggested System: Team Approach (Communication, Organization Relationships, Implementation) 6 Tourism Regions MDOC/TM TAC Ad Agency State/Fed Agencies* UM/ITRR MTTA Tourists: Residents/Nonresidents Bizs, Communities CVBs, Chambers Nonprofits Agencies/Tribes Trade Groups Conservation/Wildlife Sportsmen Elected Officials (Fed, State, Local) State/Federal Support Partners * FWP, MHS, MDT, MAC, DOR, MHPDC, UM/MSU, DNRC, USFS, BLM, NPS, USFWS, COE, BIA, BOR Legislature, Congress $ Regional/Local Stakeholder Partners Implementation

33 June 4, 2002Montana Tourism Strategic Plan Suggested System: Team Approach Roles PlayerStrategyPolicyBudgetImplemtnInformatnInputPartnership Legislature MDOC/TM TAC Region/CVB ITRR Agencies Ad Agency Biz/Cmtys Trade Grps Nonprofits Sportsmen Conservn

34 June 4, 2002Montana Tourism Strategic Plan Enhancing Partnerships EDA Funding for Regions Focus on Common Ground: –Ends vs. Means –Mutual Respect –Base Hits vs. Home Runs: build momentum Communication, Coordination, Collaboration –Reach out to new partners –Staff support, volunteers –Resources

35 June 4, 2002Montana Tourism Strategic Plan Tourism Promotion Funding Lodging Tax Private Sector Co-op Funding –Glacier Country: >$1 million on advertising –430 lodging properties = 430 different messages to 430 different markets = Chaos –Pool just 10% of existing dollars, add another $100,000+ to budget Other: USDA RBEG, Nonprofit organizations, Foundations, etc.

36 June 4, 2002Montana Tourism Strategic Plan Actions Needed for Team System Comments on Draft Plan Endorse Plan, encourage other groups to EDA grant for regions Training on consensus-building, teamwork Enhance regional organizations Set up communication vehicles (listserve)

37 June 4, 2002Montana Tourism Strategic Plan Next Steps in Planning Process Send draft to stakeholders for review and comment; refine Public Comment period Complete final Plan

38 June 4, 2002Montana Tourism Strategic Plan Summary Strategic Approach: Market-driven S, C, T & O Impact: Positive & Negative Strategy for Implementation: –Managing Information –Managing Assets –Creating Teams Implementation

39 Discussion, Questions? Thank You! The Hingston Roach Group Lorraine Ruth Premier Planning Gail


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