montana tourism & recreation strategic plan the final stretch tac meeting june 4, 2002
TRANSCRIPT
Montana Tourism & Montana Tourism & Recreation Strategic PlanRecreation Strategic Plan
““The Final Stretch”The Final Stretch”
TAC MeetingTAC Meeting
June 4, 2002June 4, 2002
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 22
AcknowledgementsAcknowledgementsTHANK 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 & Rec’n Research Regions & CVB’s/Chambers MIKA, MOGA, MWF, MWA, MCC, MRPA Wendt-Kochman, H2O
We’re almost finished harassing you…!
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 33
AgendaAgenda
Project Status Strategic Approach Summary of Strengths, Challenges,
Threats & Opportunities Key Themes Priority Action Items Implementation System Next Steps
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Planning Process OverviewPlanning Process OverviewPlanning Element Oct Nov Dec Jan Feb Mar Apr May
Jun
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, Gov’s Conf; Feedback Refine; write draft Plan doc Meet with TAC, MTRI Refine draft; Comments; Final Plan
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 55
““Tourism & Recreation Industry”Tourism & Recreation Industry”“Industry” according to Webster’s:
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.
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 66
““Tourism & Recreation Industry”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
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““Tourism & Recreation Industry”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.)– Sportsmen’s organizations (RMEF, TU, DU, WU)– Conservation/Environment/Wildlife groups (MWA,
FOB, GYC, MWF, etc.)
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Strategic ApproachStrategic 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)
Communication(Marketing/ Promotion)
MarketsMontanans Non-residents
Dem
an
dS
up
ply
Lin
k
Planning, Partnerships, Funding
(I mplementation System)
Business
Support
I nfra-structure
AssetsMgmt
Tourism/ Recreation
Products & Services
Fou
nd
ati
on
Communication(Marketing/ Promotion)
Communication(Marketing/ Promotion)
MarketsMontanans Non-residents
Dem
an
dS
up
ply
Lin
k
Planning, Partnerships, Funding
(I mplementation System)
Business
Support
I nfra-structure
AssetsMgmt
Tourism/ Recreation
Products & Services
Planning, Partnerships, Funding
(I mplementation System)
Planning, Partnerships, Funding
(I mplementation System)
Business
Support
Business
Support
I nfra-structure
I nfra-structure
AssetsMgmtAssetsMgmt
Tourism/ Recreation
Products & Services
Tourism/ Recreation
Products & Services
Fou
nd
ati
on
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Vision for 2007Vision for 2007
Balance & Sustainability
Cooperation: P-P-NP-T
Awareness & Support
Respect
Stability
Accountability
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Guiding PrinciplesGuiding Principles
Serve Montanans First– Retain Character/Sense of Place
Economic & Social Benefit Quality Experience Local Control Mutual Respect Collaboration
Strengths, Challenges,Strengths, Challenges,Threats, OpportunitiesThreats, Opportunities
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StrengthsStrengths
“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
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Blackfeet
Rocky
Boy’s
Fort Belknap
Fort Peck
Little Big Horn Battlefield
NorthernCheyenneCrow
Big Horn CanyonYellowstone Nat’l Park
Big Hole Battlefield
Glacier Nat’l Park
Flathead
Grant-Kohrs Ranch
National ParksReservations
National Forest
Wilderness
State Parks
BLM
Blackfeet
Rocky
Boy’s
Fort Belknap
Fort Peck
Little Big Horn Battlefield
NorthernCheyenneCrow
Big Horn CanyonYellowstone Nat’l Park
Big Hole Battlefield
Glacier Nat’l Park
Flathead
Grant-Kohrs Ranch
National ParksReservations
National Forest
Wilderness
State Parks
BLM
Natural/Historic/Cultural AssetsNatural/Historic/Cultural Assets
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 1414
ChallengesChallenges 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”
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ChallengesChallenges
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
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What is a “Tourist”?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.
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ThreatsThreats 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 Montana’s “product”
– Loss of unique character, sense of place Opposition to change and progress Weak industry identity & cohesiveness
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Motorized Rec’n Vehicles 1990-2000Motorized Rec’n Vehicles 1990-2000
0
10,000
20,000
30,000
40,000
50,000
60,000
Nu
mb
er o
f R
egis
trat
ion
s
1990 1995 2000
OHV Registration** Snowmobile Registration** Boat Registration**
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Resident vs. Nonresident Fishing Resident vs. Nonresident Fishing License Sales*License Sales*
Resident sales increased 6% since 1990 Nonresident sales increased 19%
* Nonresident sales include season and 2-day licenses
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Economic ImpactEconomic Impactof Hunting & Fishingof 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
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ChallengesChallenges
“If you don’t measure results, you can’t tell success from failure. If you can’t see success, you can’t reward it. If you can’t reward success, you’re probably rewarding failure.”
- David Osborne & Ted Gaebler,
Reinventing Government
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OpportunitiesOpportunities 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
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Common Theme:Common Theme:
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Common Theme:Common Theme:
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Managing the ImpactManaging the Impact3 Key Areas: Managing Information:
– Collection, Dissemination– Training/Ed’n– Comm’n w/ Markets
Managing (Use of) Assets:– Protection– Access
Creating Teams– Partnerships– Coordination
Info
rmat
ion A
ssets
Teams
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Managing InformationManaging Information
1.3 Enhance awareness: elected officials1.1 Measure citizen attitudes/perceptions3.4 Training & technical assistance to biz4.2 Improve monitoring of visitat’n/impacts7.3 Share info/resource between partners6.7 Communicate with visitors in/around MT6.2 Promote to targeted consumer markets6.3 Promote to meetings/conventions6.1 Conduct strategic research6.8 Track, evaluate & distribute results
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Managing (Use of) AssetsManaging (Use of) Assets4.5 Address access issues4.4 Protect assets while maintaining industry4.3 Planning & policy for assets mgmt4.1 Evaluate asset conditions/needs5.1 Improve transportation system5.3 Retain community character/heritage5.4 Enhance VIC’s and rest areas5.5 Address needs for signage
2.3 Products/services for heritage/cultural tourists
2.4 Custom packages for specialty markets
2.5 Enhance facilities & services for meetings/conv.
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Creating TeamsCreating Teams
1.5 Maintain lodging tax for promotion
3.1 Link tourism, agriculture, conservation
3.5 Support systems/tools for biz dev’t
7.5 Consistency/coord’n among agencies
7.6 Partnerships for promotion/funding
7.1 Partnerships for actions implementation
7.2 Coordinate Strategic Plan implement’n
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Existing “System”Existing “System”(Communication, Organization Relationships, Implementation)(Communication, Organization Relationships, Implementation)
Travel Montana
TAC
Regions/CVB’s
Dept of Commerce
MTRI:State/Federal
Agencies
Businesses & Communities Tourists
NonprofitsTrade Groups/MTCConservat’n, Sportsmen
ITRR
Ad Agency
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 3030
Existing “System”Existing “System” Roles
Player Strategy Policy Budget Implemt’n Informat’n Input PartnershipLegislature MDOC/TM TAC Region/CVB ITRR Agencies Ad Agency Biz/Cmty’s Trade Grps Nonprofits SportsmenConserv’n
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Concerns with Existing SystemConcerns with Existing System Vertical orientation Info doesn’t 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
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Suggested System: Team ApproachSuggested System: Team Approach (Communication, Organization Relationships, Implementation)(Communication, Organization Relationships, Implementation)
6 Tourism Regions
MDOC/TM
TAC
Ad Agency
State/Fed Agencies*
UM/ITRR
MTTA
Tourists:Residents/Nonresidents
Biz’s, Communities
CVB’s, 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
Legi
slat
ure,
Con
gres
s
$
Regional/Local Stakeholder
Partners
Implementation
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 3333
Suggested System: Team ApproachSuggested System: Team Approach
RolesPlayer Strategy Policy Budget Implemt’n Informat’n Input PartnershipLegislature MDOC/TM TAC Region/CVB ITRR Agencies Ad Agency Biz/Cmty’s Trade Grps Nonprofits Sportsmen Conserv’n
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 3434
Enhancing PartnershipsEnhancing 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
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Tourism Promotion FundingTourism 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.
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 3636
Actions Needed for Team SystemActions 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)
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Next Steps in Planning ProcessNext Steps in Planning Process
Send draft to stakeholders for review and comment; refine
Public Comment period Complete final Plan
June 4, 2002June 4, 2002 Montana Tourism Strategic Plan 2003-2007Montana Tourism Strategic Plan 2003-2007 3838
SummarySummary
Strategic Approach: Market-driven S, C, T & O Impact: Positive & Negative Strategy for Implementation:
– Managing Information– Managing Assets– Creating Teams
Implementation
Discussion, Questions?Discussion, Questions?Thank You!Thank You!
The Hingston Roach GroupThe Hingston Roach Group 208.983.2175208.983.2175Lorraine RoachLorraine Roach [email protected]@thrgroup.comRuth MohrRuth Mohr [email protected]@thrgroup.com
Premier PlanningPremier Planning 406.442.4141406.442.4141Gail BrockbankGail Brockbank [email protected]@mt.net