GLACIER COUNTRY TOURISM
FY 2019 Annual Report
CONTENTS General Information. . . . . . . . . . . Montana Tourism Economy . . . . . Our Brand . . . . . . . . . . . . . . . . . . Advocacy . . . . . . . . . . . . . . . . . . Outreach and Education . . . . . . . 2019 Highlights Rural Corridor Marketing Plan. . Fire Impact and Response . . . . Financial Overview. . . . . . . . . . . . Public Relations and Earned Media. . . . . . . . . . . Tourism Sales - B2B. . . . . . . . . . . Visitor Information and Call Center . . . . . . . . . . . . Consumer Marketing . . . . . . . . . . Social Media . . . . . . . . . . . . . . . . Website . . . . . . . . . . . . . . . . . . . . Marketing Goals. . . . . . . . . . . . . . Board of Directors . . . . . . . . . . . . Staff. . . . . . . . . . . . . . . . . . . . . . . Agency of Record . . . . . . . . . . . .
. . . . .
4 5 6 7 7
. 8 . 9 10 13 14 16 17 18 20 22 23 23 23
FRONT COVER © ANDY AUSTIN, BACK COVER © NOAH COUSER
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
© CALEB BRAYNE
Dear Glacier Country Partners and Friends, The Western Montana tourism industry has much to celebrate. We have achieved nine consecutive years of record visitation and visitor spending; more than 20,850 Montanans in our region are employed in the tourism industry, earning $454 million in associated labor income; and we are one of the top regional vacation destinations in the northwest Rocky Mountain area. Glacier Country receives 34% of nonresident visitor spending ($1.21 billion) and visitation (3.3 million) and 29% of all resident spending in Montana ($351 million) and 27% of all resident overnight trips. Montanans love to travel and we have an amazing state in which to do so. Tourism builds our communities by amplifying the experiences we enjoy. It enhances our quality of place and thus our quality of life, making our state a great place to live, work and play. Glacier Country Tourism is proud of Montana and, as a destination marketing organization, we know our ultimate customers are our fellow residents. The visitors we host supply us with far more experiences than we could afford on our own. We have been successful in our efforts because we are constantly innovating how we market our destination. To this end, Glacier Country Tourism complemented our year-round consumer marketing programs with a robust rural marketing initiative, a Glaciers to Geysers park-to-park cooperative campaign with Yellowstone Country and new microsite launches for our meetings and tour operator programs. We invested $360,000 in paid print and digital placements in Brand USA, Real America, Yellowstone Journal, SnoWest, Smart Meetings, Meetings News Northwest, Road Runner, TripAdvisor, Madden Media and advanced audience marketing on Facebook, Instagram, Sojern, LiveIntent to Los Angeles, San Francisco, Dallas/Fort Worth, Houston, Seattle, Minneapolis, Denver, Chicago, Phoenix and Alberta, Canada, which resulted in: + + + + + + +
Consumer response = 1,794,000 Electronic response = 1,729,000 Social media audience = 379,000 Responsive website = 1,534,000 Consumer database = 773,150 Qualified B2B database = 1,969 Earned media ad value = $3,033,000
The entire Montana tourism industry is grateful to the Montana Legislature for continuing to provide the promotion, funding and resources needed to successfully market our state, region and community destinations. This continued investment means the average tax burden on every Montana household is reduced by $426, according to the Montana Office of Tourism and Business Development. We look forward to creating more innovative and cutting-edge programs that will generate an even greater return on our investment throughout the entire Glacier Country region. Thank you for your continued support and for all you do to help make Glacier Country an incredible place to live as well as a place to travel.
Racene Friede Executive Director, Glacier Country Tourism
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G E N E RA L IN FO GLACIER COUNTRY TOURISM Glacier Country Tourism, a nonprofit organization, is the officially recognized tourism region for Western Montana, which includes the eight counties of Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders including Glacier National Park and other entities.
MISSION Dedicated to promoting tourism in Western Montana. VISION Be the leading force effectively marketing the region and educating the public regarding the power of tourism while encouraging respect for our outstanding natural environment and quality of life. VALUES + Leadership + Integrity + Collaboration + Inclusiveness + Passion + Innovation
+ Stewardship + Accountability
DESTINATION MARKETING Destination marketing is a type of marketing that promotes a destination (town, city, region, country) with a purpose to increase the number of visitors. A destination marketing (and management) organization (DMO) is responsible for promoting a community as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, DMOs strengthen the economic position and provide opportunity for people in their community. Such organizations are essential to the economic and social well-being of the communities they represent, driving direct economic impact through the visitor economy and fueling development across the entire economic spectrum by creating familiarity, attracting decision-makers, sustaining air service and improving the quality of life in a place. Destination promotion is in fact a public good for the benefit and well-being of all—an essential investment no community can afford to abate without causing detriment to the community’s future economic and social well-being. In Western Montana, the officially recognized DMO is Glacier Country Tourism—one of 25 regional and community destination marketing organizations across Montana. Glacier Country Tourism creates a yearly marketing plan to establish a promotion strategy for all travel related advertising, trade sales and publicity to: + Reach identified markets and audiences. + Create a desire to visit.
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+ Present them with a unified message. + Get visitors to come and stay in the state, region or community area.
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
Montana Tourism Economy According to the University of Montana’s Institute for Tourism and Recreation Research (ITRR):
Nonresident visitors spent
12.4 million
$3.4 billion
Resident visitors spent
in direct expenditures, which is new money for Montana’s economy.
$1.134 billion
%
nonresident visitors traveled to Montana in 2018.
in direct expenditures (leisure one-day and multiday trips).
Travel and tourism directly support approximately
43,090 jobs (+16,240 more indirectly) and $985 million in worker salaries.
75% of every visitor dollar is spent in our local communities.
The tourism industry works to promote and preserve the qualities that make Montana a great place to live, work and play. Travelers add to the lifestyle many Montanans enjoy. Better air service results in competitive airfares, and the quality and quantity of restaurants, retail shopping, special events, recreation opportunities and attractions are increased. What residents of Montana enjoy now is far more than what the state’s population could support on its own.
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OUR B RA N D
BRAND The Montana brand is Glacier Country’s brand. Our offerings—specifically nature, communities and welcoming residents—blend together to provide services and experiences that help share our marketing messages while effortlessly aligning with our three brand pillars:
More spectacular unspoiled nature than anywhere else in the lower 48 states © NOAH COUSER
Vibrant and charming small towns that serve as gateways to the state’s natural wonders
Breathtaking experiences by day and relaxing hospitality at night © AUGUSTUS NOVICH HAZER
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
According to ITRR, 14% of nonresident visitors in 2018 were first-time visitors, 73% were repeat visitors and 78% plan to return to Montana within the next two years.
14% 73% 78% of nonresident visitors in 2018 were first time visitors
were repeat visitors
plan to return to Montana within the next two years
While people certainly come to Montana for its beautiful landscapes and exciting recreation, it is the many Montanans who deliver genuine and authentic experiences that help turn our first-time visitors into return visitors.
ADVOCACY Tourism Matters to Montana is a collaborative group made up of the tourism region, convention and visitor bureau (CVB) and tourism business improvement district (TBID) destination marketing organizations across Montana. It operates as a committee under the umbrella of Glacier Country Tourism, which is a 501(c)(6) nonprofit organization. It acts as an independent committee with separate accounting. Funding comes from nonlodging tax sources including TBIDs, membership funds and resort tax areas. Because Tourism Matters to Montana partners are often associated with chambers of commerce, economic development associations and other membership organizations, these two entities represent thousands of tourism businesses across Montana. The primary purpose of Tourism Matters to Montana is legislative advocacy during both general and special sessions of the Montana Legislature. + Protect the 4% lodging tax used for tourism promotion. + There must be emphasis on the fact that tourism doesn’t just happen. + Destination marketing is highly competitive. Not only do the western United States and Canada have similar products, but so do countries across the world with bigger marketing budgets to keep their destinations top of mind to potential visitors. + Montana’s promotion funding must remain (at minimum) at current levels or increase for us to continue to bring new travel dollars into our communities. + Monitor and take positions on issues that impact the tourism industry either directly or indirectly. + Collaborate with partners to provide accurate information on legislative bills. + Collaborate with partners to support or oppose bills under the name of Tourism Matters to Montana and assist DMOs and their networks to do the same. + Encourage industry partners to engage with their elected officials and participate in the legislative process. + Work with tourism partners to provide a unified voice on issues and collaborate on strategy development and implementation on proactive and reactive legislation. + Maintain tourismmattersmt.org, social channels and newsletter to support efforts. Provides easy access to current legislators, bills, communication tools and talking points for issues.
OUTREACH AND EDUCATION Voices of Montana Tourism is an independent organization that serves as a united voice for Montana’s tourism stakeholders. Since its creation in 2011, Voices has led the effort with education and outreach to communicate the immense value a sustainably grown tourism industry provides for all Montanans. Glacier Country Tourism was one of the many founding partners and continues to play an active role in the governance and oversight of its mission and supporting programs. Funding for this organization comes from a variety of sources, including lodging tax. In 2017, Voices of Montana Tourism became a standalone 501(c)(3) nonprofit organization. It does not take positions on legislative issues.
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2019 HIGHLIGHTS
Š ANDY AUSTIN
RUS SE NOR
RURAL CORRIDOR MARKETING PLAN In FY 2019, Glacier Country Tourism implemented its strategic marketing plan specific to its rural corridors. Our nine corridors cover all of our smaller communities. Our marketing plan consisted of website, travel guide, blogs, social and video content creation specific to our rural corridors. The Glacier Country Tourism team schedules at least one focused trip per year to each corridor that includes social coverage and a meeting with community members. We also implement annual training and education events that focus on our smaller communities and rural corridor promotion. Training opportunities include customer service and sales and marketing specifically for those involved in the travel and tourism industry.
Rexford
Yaak
NORTHWEST CORRIDOR
GLACIER NATIONAL PARK
Eureka Polebridge
Fortine Trego
Stryker
Olney Columbia Falls
TOUR 200
Trout Creek
Swan Lake
Proctor Dayton
Rollins
Polson Hot Springs
Saltese De Borgia Haugan
Plains Paradise
St. Regis
Pablo Ronan
Augusta
Arlee
Alberton
Missoula
Bonner
Clinton
Lolo
Florence Stevensville
BITTERROOT VALLEY
Corvallis Hamilton
Lincoln
G
Wolf Creek
Neihart
Helmville
BLACKFOOT CORRIDOR Drummond Garrison Deer Lodge
Philipsburg
Canyon Creek
Helena Elliston
East Helena Montana City W inston
Clancy
White Sulphur Springs
Jefferson City
Basin
Townsend
Mar
Boulder
Ringling
Georgetown Lake Anaconda
Darby
Butte
Conner
W ise River
Sula
W isdom
Melrose
Whitehall Logan Harrison
Silver Star Twin Bridges
Pony Sheridan
Bannack
Dillon
Three Forks
Wilsal
Manhattan
Gallatin Gateway Norris
Nevada City
Polaris
Jackson
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
Raynes
Monarch
Craig
Ovando Greenough
Frenchtown
Belt
Cascade Seeley Lake
Huson
Ulm Stockett
Dewey Divide
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Fort Shaw
St. Ignatius Ravalli
Superior
L
Fairfield
Condon
Victor
In addition to our promotion, education, outreach and training, Glacier Country Tourism developed quarterly reporting on our marketing efforts for each corridor and launched the rural grant match program.
Fort Benton
Choteau
Charlo Moiese Dixon
I-90 CORRIDOR
Bynum
SEELEY-SWAN CORRIDOR
Elmo Big Arm Thompson Falls
GLACIER Dupuyer NATIONAL PARK Conrad SURROUNDING AREA Brady
Ferndale
Lakeside
Rud
Chester Valier
Heart Butte
Bigfork
Somers
FLATHEAD CORRIDOR
Shelby
Essex
Kila
Marion Noxon
Cut Bank
Browning
East Glacier Park
Coram Martin City Hungry Horse
Kalispell Heron
Sunburst
West Glacier
Whitefish
Libby
St. Mary
Lake McDonald
Apgar
Troy
EAST GLACIER CORRIDOR
Babb
GOINGTO-THE-SUN ROAD
Clyde
Livingst
Bozeman Big Sky
Alder Virginia City
Belgrade
Ennis
Emigrant Pray
Cameron Grant West Yellowstone
Gardiner
FIRE IMPACT AND RESPONSE The fire and smoke conditions during the 2018 summer had a profound impact on the communities involved. We utilized the opportunity to devise a marketing strategy addressing the immediate situation, and we used the lessons learned to develop a longer-term strategy addressing and supporting similar potential tourism challenges. Using funding from the Montana Office of Tourism and Business Development Rural Community Emergency Grant, we drafted three different emergency marketing campaigns that created opportunities for the impacted areas—Libby, Seeley Lake and the surrounding communities of Glacier National Park including Polebridge, Columbia Falls, Hungry Horse, Coram, Martin City, West Glacier, East Glacier Park, St. Mary, Browning and Babb. These campaigns totaled $40,000 and focused on increasing fall and winter visitation with all funds being used for direct placements. These grant-funded efforts inspired us to create our own rural community grant marketing program. For FY 2019 we focused $40,000 to assist our rural communities to think strategically about sustainable tourism development and promotion strategy.
AUTUMN ALERT!
GLACIER’S GOING-TO-THE-SUN ROAD IS OPEN WIN $500 + A NATIONAL PARK PASS
AUTUMN ALERT!
GLACIER’S GOING-TO-THE-SUN ROAD IS OPEN
AUTUMN ALERT! GLACIER’S GOING-TO-THE-SUN ROAD IS OPEN WIN $500 + A NATIONAL PARK PASS
WIN $500 + NATIONAL PARK PASS
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 9 A N N U A L R EP O RT
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FI N A N CIA L OVER V I E W
By the Numbers FY 2019 Annual Lodging Tax Budget
39% Marketing Support
8% Publicity
44% Consumer
9% Group Marketing
FY 2019 Annual Private Budget 1% Group Marketing
61% Marketing Support
37% Consumer
1% Publicity
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
Glacier Country Travel Region Spending 2018
$1.2 billion
nonresident spending
12% increase over prior year
$351 million
resident leisure spending
2018 Nonresident Expenditure Percentages in Glacier Country Travel Region
Outfitter Guide 10%
Rental Cabin 3.6%
Restaurant, Bar 20.7%
Made in Montana 3.6% License Fees and Entrance Fees 6%
Retail 11.4%
Hotel, Motel, B&B 11.6%
Miscellaneous Services 0.9%
Grocery, Snacks 8.5% Gas, Diesel 17.4%
Transportation Fares <.1% Auto Rental, Repair 3.8% Campgrounds and RV Parks 1.6% Farmers Markets 0.3% Gambling 0.4%
Š BRIAN POWERS
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FI N A N CIA L OVER V I E W
Š NOAH COUSER
By the Numbers Glacier Country Region 2018
$10,460,650
Glacier National Park Visitation Stats (NPS)
lodging tax collected in 2018
9% increase over prior year
10% decrease over prior year
Airport Increases (Missoula and Kalispell)
Glacier Country Partners FY 2019
MSO
FCA
848,444
612,607
passengers in 2018
passengers in 2018
10% increase
13% increase
over prior year and all-time record
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2,965,309
visitors in 2018
over prior year and all-time record
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
347 total partners
12
new partners
PUBLIC RELATIONS AND EARNED MEDIA
Our Public Relations and Earned Media program focuses on promoting Western Montanaâ&#x20AC;&#x2122;s Glacier Country as a tourist destination through earned media by meeting with journalists and influencers at conferences and media events, and hosting events in regionally and demographically targeted cities. Glacier Country Tourism works with influencers, creating itineraries and experiences in Western Montana representative of what the area has to offer and the interests of the influencersâ&#x20AC;&#x2122; audiences. Earned media totals approximately $3.022 million this year.
EARNED MEDIA FY 2019
$3,022,263 29,847,809 DIGITAL INFLUENCERS + $760,771 in total social earned media + 40,158 likes + 1,408 comments + 56,088 Instagram story views
in total earned media total circulation for print media
481,534,993 126 19
PR EVENTS + Chicago and San Francisco, in partnership with Destination Missoula, Explore Whitefish and Discover Kalispell
total articles
total unique visitors for online media
media trips
MEDIA EVENTS/CONFERENCES + I nternational Media M arketplace, IMM, January 2019 New York City + IPW, May 2019 Anaheim
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 9 A N N U A L R EP O RT
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TO UR I SM S AL ES
TOURISM SALES - B2B
Tourism Sales Management actively markets Western Montanaâ&#x20AC;&#x2122;s Glacier Country to domestic group tour operators, international free independent travel (FIT) and the meetings and convention markets by focusing on business-to-business relationships and also assisting with requests for destination-related weddings and reunions. Glacier Country Tourism attends trade shows and fosters relationships with professionals around the world interested in bringing visitors to Western Montana.
TOUR AND TRAVEL (DOMESTIC AND INTERNATIONAL) + 147 new tour and travel contacts added to our database of 894 accounts + Four independent international FAM tours in FY 2019 + National Tour Association Travel Exchange, November 2018, Milwaukee, WI + American Bus Association Marketplace, January 2019, Louisville, KY + Go West Summit, February 2019, Boise, ID + International Roundup, April 2019, Spearfish, SD + IPW, May 2019, Anaheim, CA MEETINGS AND CONVENTIONS + 113 new meeting planner contacts added to our database of 1,084 accounts + 12 meeting RFPs distributed to convention facilities in Western Montana + One meeting planner FAM with four meeting planners, generating six RFPs and two confirmed meeting programs in Glacier Country + Small Market Meetings, September 2018, Ontario, CA + PR events to San Francisco and Chicago to meet with planners November 2018 + IMEX America, October 2018, Las Vegas, NV
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
B2B BLOG STATS
145,833
total visits 62% increase over FY 2018
+ Top 3 Posts From B2B Blog
1
One Day in Glacier National Park
2
Meet in Montana: A Meeting Planner FAM Trip
3
8 Places to Discover Montana History
MEETINGS COOPERATIVE +G lacier Country Tourism partnered with Destination Missoula and Discover Kalispell for a cooperative advertising program with Smart Meetings and Meetings News Northwest. The campaign included: Smart Meetings +S pread in January “Mountain Meetings” issue +8 0,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales
B2B EMAIL NEWSLETTERS + 2,709 Total Sends MEETING PLANNER NEWSLETTERS + 28% Open Rate + 3.1% Click Rate TOUR OPERATOR NEWSLETTERS + 18% Open Rate + 2.1% Click Rate
B2B MICROSITE LAUNCHES Glacier Country Tourism launched the new Tour Operator and Meetings and Convention sites this fiscal year. The sites complement the main glaicermt.com website while offering information specific to the needs of our business-to-business markets.
+H igh-impact interstitial and digital banners on smartmeetings.com
139,606 impressions
614 clicks
.44%
click through rate (CTR)
Meetings News Northwest + Spread in Oct/Nov issue +2 5,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales in Pacific Northwest Region + Email newsletter
146,013 impressions
1,606 clicks
1.10%
click through rate (CTR)
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 9 A N N U A L R EP O RT
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VI S I TO R INFO + CONSUMER MARKETING
VISITOR INFORMATION AND CALL CENTER
185,482 53,000
Total inquiries
Travel guides sent out
Visitor Information Center Program Glacier Country Tourism funded 9 VICs providing personal travel counseling to
13,589 people Top Six Markets: Montana Canada Colorado
Washington California Idaho
Customer Service Training 10 trainings throughout the region in FY 2019 Free for businesses and communities Focused on existing workforce employees Provided through Flathead Valley Community College Attended by travel counselors from all funded VICs
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
Consumer Marketing FY 2019 Media Performance
42.7 million impressions
254,394 clicks
Winter Campaign Overview
13.8 million
average click through rate (CTR)
Warm Season Campaign Overview
OUTSIDE PERSPECTIVE
OUTSIDE
BEGINS OFF THE BEATEN PATH
PERSPECTIVE BEGINS WITH A
WIN $500 TOWARD YOUR WINTER VACATION
CHANGE OF PACE
BEGINS WITH A VIEW
OUTSIDE PERSPECTIVE BEGINS WITH AN ALTITUDE ADJUSTMENT
impressions
18,405
WIN $500 TOWARD
clicks
.13%
.59%
BEGINS WITH A SCENIC ROUTE
impressions
57,006
WIN $500 + PARK PASS
clicks
YOUR WINTER VACATION
OUTSIDE PERSPECTIVE BEGINS WITH AN ALTITUDE ADJUSTMENT
WIN $500 TOWARD YOUR WINTER VACATION
11.8 million
WIN $500 + PARK PASS
average CTR
WIN $500 + PARK PASS
.48%
average CTR
GLACIERS TO GEYSERS Glacier Country Tourism and Yellowstone Country Tourism are partners on a Glaciers to Geysers branded park-to-park campaign. The first yearâ&#x20AC;&#x2122;s niche market focuses were snowmobiling and motorcycling. The campaign included printed maps inserted into SnoWest and RoadRunner magazines and distributed along with our travel guides through our call center. We also developed landing pages for each campaign with interactive maps, travel tips and itineraries. The website was promoted through digital and social advertising targeted to these niche markets. We will be continuing this campaign into FY 2020 with additional promotion and content development for other winter activities and arts and culture.
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S O CI A L MED I A
SOCIAL MEDIA
FY 2019 Stats
378,304 Total Audience
4% increase over FY 2018
26.2 million Total Impressions
54% increase over FY 2018
1.1 million Total Engagement
28% increase over FY 2018 Facebook
@glaciermt
@glaciermt
321,224 Twitter
@glaciermt
@glaciermt
10,919
3,673
Snapchat
@glaciermt
Glacier Country Regional Tourism Commission
610
#GlacierMT
18
41,718
160 7,536
posts
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
Consumer Blog
192,172 visits 65% increase over FY 2018 Top 6 Posts
1
21 Amazing Places in Montana You’ve Never Heard Of
4
31 of the Best Photo Ops in Montana
2
What’s New in Brew, Food and Fun in Western Montana
5
7 Things to Do in Montana This Fall
3
7 Things to Do in Winter if You Don’t Ski
6
How to Spend 6 Days in Western Montana
NDY AUSTIN I-90 RURAL CORRIDOR TRIP A Glacier Country Tourism hosted digital influencer Andy Austin for another rural corridor road trip this spring. He toured the I-90 corridor including Alberton, St. Regis, Saltese and Haugan. Activities included rafting, fishing, hiking and biking the Hiawatha Trail. His social coverage included Facebook, Instagram, Twitter and multiple blogs. Glacier Country Tourism also acquired gorgeous photo and video assets from the trip to help promote these communities in future marketing efforts. We look to bring Andy Austin back for future rural corridor road trips. YOUR FORESTS YOUR FUTURE We partnered with Discover Kalispell to sponsor a Flathead National Forest video by Your Forests Your Future in the fall. In additional to a gorgeous video pushed out nationally to more than half a million viewers, we also received all video and photo assets from the shoot for future marketing efforts.
© MICHAEL GRAEF
© YOUR FORESTS YOUR FUTURE
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 9 A N N U A L R EP O RT
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W E BS I T E
WEBSITE
Website Traffic Overview
1,534,097 total visits 2% increase
518,859 mobile visits 12% increase
74,153
digital travel guide visits 1% increase
Top 10 Pages
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GL GL AC AC IEIE RRCC OU OU NNT T RY RYT OUR T OUR ISM ISM | | FFY Y 22001199 ANNUAL ANNUAL REPO R EP ORT RT
1
Summer
6
Glacier National Park
2
Winter
7
Glacier Park Itineraries
3
Stay
8
Camping
4
102 Things to Do
9
Hot Springs
5
Cabins
10
Autumn in Glacier Park
Š BRIAN CHORSKI
Top 10 States and 1. California 2. Texas 3. Illinois 4. Washington 5. Montana 6. Utah 7. Ohio 8. New York 9. Oregon 10. Minnesota
Cities 1. Chicago 2. Dallas 3. Salt Lake City 4. Seattle 5. New York City 6. Los Angeles 7. Calgary 8. Denver 9. Houston 10. Minneapolis
EMAIL MARKETING
In FY 2019, Glacier Country Tourism distributed four consumer newsletters, four B2B newsletters, and four partner newsletters. Consumer Newsletters
785,959 total recipients
100,694 opens
12.81%
average open rate
15,390 clicks
1.96%
average click rate
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 9 A N N U A L R EP O RT
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MARKETING G OAL S
Meeting Our Objectives FY 2019 MARKETING GOALS + Raise awareness of Glacier Country as a recognized tourism destination in identified markets and audiences. + Increase visitation year-round (especially shoulder and winter seasons). + Increase visitation among resident, nonresident, domestic and international travelers. This includes: Continue emphasis on cultural attractions found throughout Glacier Country including Indian nations, historic sites, museums, etc. Generate inquiries and convert them to visitors by capturing names for database marketing. Encourage visitors to share their experience through emerging technologies and tools such as social media channels and blogs. Increase focus on rural marketing initiative.
FY 2019 MARKETING OBJECTIVE RESULTS + I ncrease overall consumer response by 2% or 1,611,590 over FY 2018
FY 2019 1,793,923
% Change 2%
+ I ncrease electronic response by 2% over FY 2018
1,729,504
3%
+M aintain social media reach from FY 2018
26,238,741
54%
+ I ncrease social media audience by 2.5% over FY 2018
379,304
4%
+ I ncrease use of responsive website by 2% over FY 2018
1,534,097
2%
+ I ncrease our consumer lead database by 2% over FY 2018
1,096,521
39%
+ I ncrease our trade show database by 4% over FY 2018
1,969
15%
+M edia stories to increase by 1% over FY 2018
$3,032,789.30
103%
+F unded visitor information centers (VICs)
9
+ I ncrease consumer and group suggested itineraries by two
2
0%
$10,455,675
9%
+ Revenue indicators for performance + Increase lodging tax revenue by 3% + Increase RevPar by 1.5% (STR)
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT
50.3
-0.6%
BOARD OF DIRECTORS Chase Averill
Muffy Bullock
Tina Oliphant
(President) – Flathead Lake Lodge
St. Regis Travel Center
Kootenai River Development Council
Ramona Holt
Kascie Herron
Amy Overstreet
American Rivers
Cut Bank Chamber of Commerce
Mike Johnston
Amber Pacheco-Holm
Montana River Guides
Libby Area Chamber of Commerce
Jen Kreiner
Kristin Smith
Sanders County Community Development
Cabinet Mountain Brewing
Matt Lautzenheiser
Rick Sinclair
Historical Museum at Fort Missoula
Diamond S RV Park & Campground
Diane Medler
Stephanie Vielle
Discover Kalispell/CVB/TBID
Blackfeet Nation
(1st VP) – Holt Heritage Museum
Cris Jensen (2nd VP) – Missoula International Airport
Shannon Brilz (Secretary-Treasurer) University of Montana
Victoria Lee Glacier Distilling Company
Karr Bergmann Red Lion Ridgewater Inn & Suites Polson
Dylan Boyle Explore Whitefish/CVB
Barb Neilan Destination Missoula/CVB/TBID
STAFF
AGENCY OF RECORD, WINDFALL INC. – MISSOULA, MONTANA
Racene Friede
Tia Metzger
Holly Kuehlwein
Executive Director
Glacier Country Account Executive, Media Buyer
Project Manager, Partnership Specialist
Jim McGowan
Megan Richter Bland
Principal, Strategic Planning
Creative Director
Crystal Glueckert
Kyle McGowan
Partnership Development
Digital Director
Kristi McNeal Office Manager
Debbie Picard Tourism Sales Manager
Lucy Guthrie Beighle Public Relations and Earned Media Manager
Alex Wardwell Social and Video Specialist
Aerionna Skrutvold Sales and Marketing Assistant
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 9 ANNUAL R EP O RT