Glacier Country - Annual Report 2020 by Kyle McGowan

GLACIER COUNTRY TOURISM

FY 2020 Annual Report

CONTENTS General Information. . . . . . . . . . . Montana Tourism Economy . . . . . Our Brand . . . . . . . . . . . . . . . . . . Advocacy . . . . . . . . . . . . . . . . . . Outreach and Education . . . . . . . 2019 and 2020 Highlights Rural Corridor Marketing Plan. . Fire Impact and Response . . . . COVID-19. . . . . . . . . . . . . . . . . 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 7 8 9 9 10 11 11 12 15 16 18 19 20 22 24 25 25 25

FRONT COVER © CADEN CRAWFORD, BACK COVER © DANIELLE DELEON

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL REPORT R EPORT

Dear Glacier Country Tourism Partners and Friends, Needless to say, 2020 will go down as one of the most difficult years in our industry’s history. However, with the great support of our communities and partners, 2020 was a year of progress for Glacier Country Tourism. We adapted to a new way of working remotely and social distancing. We introduced new ways to serve our partners during this time, using newsletters, social media alerts and blog posts as useful tools for you and your team. We were inspired by the creative and passionate work all of our partners did on behalf of their communities—playing an important role in getting Western Montana on the road to recovery. During 2020, our organization took a hard look at our mission, vision, values, goals and objectives. The direction we chose set the stage for success post COVID-19. While our messaging, markets and tactics were altered, our overall marketing plan remained relevant, and we worked hard to develop a recovery plan that would provide the most value to our region and the tourism industry. Glacier Country Tourism spent the last quarter of FY 2020 and the first two quarters of FY 2021 being responsive to the state of the public health and safety of our communities. We pivoted from being a destination marketing organization to a destination marketing and management organization. While destination marketing helps position Western Montana as an attractive brand, the role of destination management is to ensure its sustainability over a prolonged period of time. In order to maintain the popularity and sustainability of our region, it was important for us to incorporate both these concepts into our organizational function. This Skift article, Tourism Marketing’s Fight for Survival Offers a Chance for Reinvention, says “Universal disruption is the perfect time for reinvention.” Glacier Country Tourism took advantage of the time to think differently and turn these extraordinarily challenging times into new opportunities. At the end of our fiscal year, our communities were starting to reopen. Because of the abundance of our outdoor recreation, Montana saw an influx of visitors seeking healthy and safe communities, wide-open spaces, high quality of life and broadband internet. Remote workers and remote learners were on the move and Montana saw a significant increase in nonresident visitors and relocations to Montana during COVID. This trend was not unique to our state—people across the United States hit the road and rural America began the road to recovery. It is my pleasure to share our 2020 Annual Report with you, which highlights some of the important work accomplished. We look forward to continuing this journey together with you. Best regards,

Racene Friede President CEO, Glacier Country Tourism

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

G E N ER AL IN FO In 2019, Glacier Country received 31% of nonresident visitor spending ($3.76 billion) and visitation (12.6 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 and management 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 continued our consumer marketing programs with a robust rural marketing initiative, a Glaciers to Geysers parkto-park cooperative campaign with Yellowstone Country and new microsite launches for our weddings. We invested $370,000 in paid print and digital placements in Brand USA, Great American West, Yellowstone Journal, Smart Meetings, Meetings Today, Small Market Meetings, Leisure Group Travel, TripAdvisor and 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 = 1,852,700 Electronic response = 1,797,000 Social media audience = 387,000 Responsive website = 1,595,000 Consumer database = 1,200,000 Qualified B2B database = 2,425 Earned media ad value = $3,612,000

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 $626, 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 and a speedy road to recovery 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.

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

G E N ER AL 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 opportunities 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.

+ Present them with a unified message. + Get visitors to come and stay in the state, region or community area.

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Montana Tourism Economy According to the University of Montana’s Institute for Tourism and Recreation Research (ITRR):

Nonresident visitors spent

12.6 million

$3.76 billion

Resident visitors spent

in direct expenditures, which is new money for Montana’s economy.

$1.134 billion

nonresident visitors traveled to Montana in 2019.

in direct expenditures (leisure one-day and multiday trips).

Visitor economy directly supports approximately

53,000 jobs

75% of every visitor dollar

and $1.5 billion in worker salaries.

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.

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 AN A N N U A L R EP O RT

O UR B R AN 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 © NATHAN PETERSON

Vibrant and charming small towns that serve as gateways to the state’s natural wonders © ANDY AUSTIN

Breathtaking experiences by day and relaxing hospitality at night © NOAH COUSER

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

According to ITRR, 16% of nonresident visitors in 2019 were first-time visitors, 70% were repeat visitors and 77% plan to return to Montana within the next two years.

18% 70% 77% of nonresident visitors in 2019 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 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 an 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 newsletters to support efforts, providing 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.

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

2020 HIGHLIGHTS RURAL CORRIDOR MARKETING PLAN In FY 2020, Glacier Country Tourism continued its strategic marketing plan specific to its rural corridors. Our nine corridors cover all of our smaller communities. Our marketing plan consisted of a website, travel guide, blogs, social and video content creation specific to our rural corridors.

Rexford

Yaak

NORTHWEST CORRIDOR

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. BLACKFOOT + SEELEY LAKE CORRIDOR Glacier Country Tourism developed another rural corridor feature video this fall. Locations included Milltown State Park, Garnet Ghost Town, Brown’s Lake, Seeley Lake, Salmon Lake, Double Arrow Lodge and KettleHouse Brewing Co. Activities included fly-fishing, RVing, scenic driving, dining, canoeing and ATVing.

Polebridge

Fortine Trego

Libby

Whitefish

Columbia Falls

TOUR 200

Trout Creek

Swan Lake

Proctor Dayton

Rollins

Hot Springs

Saltese De Borgia Haugan

Plains Paradise

St. Regis

I-90 CORRIDOR

St. Ignatius Ravalli Arlee

Alberton

Fairfield

Augusta

Charlo Moiese Dixon

Choteau

Condon

Pablo Ronan

Superior

Bynum

SEELEY-SWAN CORRIDOR

Polson

Craig

Ovando

Missoula

BLACKFOOT CORRIDOR

Canyon Creek

Helena

Drummond

Elliston

Garrison

Victor

Hamilton

Wolf Creek

Helmville

Clinton

Corvallis

Lincoln

Bonner

Florence Stevensville

Cascade

Greenough

Frenchtown

BITTERROOT VALLEY

Fort Shaw

8 Seeley Lake

Huson

Lolo

Valier

GLACIER Dupuyer NATIONAL PARK Conrad SURROUNDING AREA Brady

Heart Butte

Ferndale

Lakeside

Elmo Big Arm Thompson Falls

Shelby

Bigfork

Somers

Marion

FLATHEAD CORRIDOR

East Glacier Park

Coram Martin City Hungry Horse Essex

Kila

Sunburst

Cut Bank

Browning

West Glacier

Kalispell Noxon

St. Mary

Lake McDonald

Apgar

Olney

EAST GLACIER CORRIDOR

Babb

GOINGTO-THE-SUN ROAD

Stryker

Troy

Heron

The Glacier Country Tourism team schedules 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.

GLACIER NATIONAL PARK

Eureka

Montana City W inst

Jefferson City Basin

Deer Lodge

Philipsburg

East Helena

Clancy

Townsend Boulder

Georgetown Lake Anaconda

Darby

Butte

Conner

W ise River

Sula

Whitehall Logan

Dewey Divide W isdom

Harrison

Silver Star

Melrose

Twin Bridges

Pony

Nevada City

Polaris

Jackson

Bannack

Three Forks

Gallatin Gateway Norris Sheridan

Alder

Dillon

Virginia City

Ennis

Camero Grant

West Yellowston

Quake Lake Dell Lima Monida

Lakeview

IDAHO

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Y RU SS EL L CO UN TR NO RT H-C EN TR AL C ANADA

Westby FIRE IMPACT AND RESPONSE The fire and smoke conditions during the 2019 summer had a profound impact on the communities involved. We Scobey Turner Plentywood utilized the opportunity to devise a marketing strategy addressing the immediate situation, and we used the lessons Medicine FORT PECK learned to developChinook a longer-term strategy addressing and supporting similar potential tourism challenges. Lake

Chester

INDIAN RESERVATION

Rudyard

Havre Box Elder

ROCKY BOY’S INDIAN RESERVATION

Fort Belknap

Big Sandy

Fort Benton

Belt

Dodson FORT BELKNAP INDIAN RESERVATION

Saco

Froid

Hinsdale

Malta Glasgow

COVID-19 TheVirgelle COVID-19 pandemic became a global crisis in Zortman Loma Landusky March 2020. Glacier Country Tourism abandoned our traditional outward-facing sales and marketing efforts to nonresidents and turned inward, racing Winifred to aid our local business communities, turningBrusett Roy Denton our considerable expertise in marketing to communicating real-time information to residents Stanford Lewistown Sand Springs and nonresidents. Winnett Hobson Geyser

Monarch

Neihart

Utica

Grass Range

Culbertson Poplar Bainville Fairview

Fort Peck

Sidney Crane Bloomfield

Circle

Raynesford

Stockett

Wolf Point

Savage

Jordan

Mosby

TA NO R TH DA KO

Ulm

Glendive Wibaux Terry

Fallon This pivot transitioned us from a destination marketing organization to a destination marketing Judith Gap Melstone Ingomar Ismay Plevna and management organization—a role we now Two Dot Miles City Harlowton embrace and one that is reshaping our strategic Baker Roundup Martinsdale Rosebud Hysham plan, goals and objectives. Beginning in March of Ringling Forsyth Bighorn 2020, Glacier Country Tourism had two primary © GLACIER COUNTRY TOURISM Custer audiences for messaging—consumer and partner— Worden Ekalaka Wilsall Colstrip Pompeys and we Big created a strategy in which we: Manhattan Timber Pillar Clyde Park Belgrade Greycliff residents and visitors messaging to help prevent the spread of the virus—social distancing, frequent + S hared with Livingston Reed Point Lame Deer Columbus Hardin Crow and hand-washing, avoidance ofBillings sick people, state federal mandates, public land restrictions and closures, etc. Ashland Olive McLeod Agency Laurel C R O W I N D I A N Bozeman Park City +D irectedAbsarokee each audience toward for information. Provided relevant content and resources Busby Garryowenresources R E S E R Vavailable ATION Rockvale NORTHERN CHEYENNE Broadus Fishtail Saint Xavier INDIAN RESERVATION Roberts Joliet PryorDMO partner-owned channels through communication with including information on health and safety as well as Lodge Nye Emigrant Birney Fort Smith Grass Pray providedRoscoe information Bridger about disaster relief programs for ourOtter business owners and workers. Biddle Red Lodge Alzada +H elped share the message to support our Wyola communities. Encouraged businesses to communicate what changes, Belfry Silver Cooke Decker Gardiner Gate City if any, were being made. Customers needed to know if businesses were: BEARTOOTH S OUTHEAS T M ONTANA WYOMING ROAD Mammoth Tower Junction +O pen for ALL-AMERICAN business SO UTHEAST Hot Springs YELLOWSTONE Y ELLOWSTONE COUNTRY Canyon +H ad new business hours Norris SO UT H-CENT RAL NATIONAL Madison PARK+ H ad online services, products or events Junction Lake +W ere offering takeout/delivery West CITY/ POPULATION services HIGHWAYS MAP SYMBOLS AND Thumb Old TOWN OTHER FEATURES Interstate + H ad discounted offers or new services during thatRoute time Faithful Grant

ton

White Sulphur Springs

TA SOU TH DA KO

M I S S OURI RI VER COUNTRY NO RTHEAST

Big Sky

Village

Under 50

50 – 1,000 1,000 – 2,500 2,500 – 10,000 10,000 – 25,000 Over 25,000 State Capital

Principal Highways Other Highways

ROUTE MARKERS Interstate U.S. Route State or Provincial Route Other Route

State Boundary Visitor Information Major Airports Secondary Airports Railroad Line Amtrak Station G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

FIN A N CI A L OVER V I E W

By the Numbers FY 2020 Annual Lodging Tax

39% Marketing Support

9% Group Marketing

46% Consumer

6% Publicity

FY 2020 Annual Private Budget 17% Operations

2% Education + Advocacy 81% Marketing

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Glacier Country Travel Region Spending 2019

$1.187 billion

nonresident spending

31% decrease over prior year

$351 million

resident leisure spending

2019 Nonresident Expenditure Percentages in Glacier Country Travel Region Farmers Market <1% Gambling <1$ Misc. Services 1%

Transportation Fares <1%

Restaurant, Bar 20%

License, Fees 6% Campground 2% Repair 1% Auto Rental 4% Gas, Diesel 17%

Rental Cabin 4% Made in Montana 4%

Outfitter, Guide 9% Hotel, Motel, B&B 12% Retail 11%

Grocery, Snacks 8%

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

FIN A N CI A L OVER V I E W

By the Numbers Glacier Country Region 2019

$11,636,846

Glacier National Park Visitation Stats (NPS)

lodging tax collected in 2019

visitors in 2019

11% increase over prior year

3% decrease over prior year

Airport Increases (Missoula and Kalispell)

Glacier Country Partners FY 2020

MSO

FCA

452,505

315,719

deboarding passengers in 2019

7% increase

14% increase

over prior year and all-time record

3,049,839

over prior year and all-time record

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

373 total partners

new partners

PUBLIC RELATIONS AND EARNED MEDIA

Our Public Relations and Earned Media program focuses on promoting Western Montana’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 influencers’ audiences. Earned media totals approximately $3.612 million this year.

EARNED MEDIA FY 2020

$3,612,302 8,107,590 DIGITAL INFLUENCERS + $1,105,265 in total social earned media + 112,890 likes + 2,209 comments + 31,813 Instagram story views

in total earned media total circulation for print media

507,050,020 76 7

PR EVENTS + Los Angeles, in partnership with Destination Missoula, Explore Whitefish and Discover Kalispell

total articles

total unique visitors for online media

media trips

MEDIA EVENTS/CONFERENCES +T ravel Bloggers Exchange, TBEX, September 2019 Billings, Montana + International Media Marketplace, IMM, January 2020 New York City

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

TO U R I SM SAL ES

TOURISM SALES - B2B

Tourism Sales Management actively markets Western Montana’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 both virtually and in-person and fosters relationships with professionals around the world interested in bringing visitors to Western Montana.

TOUR AND TRAVEL (DOMESTIC AND INTERNATIONAL) + 111 new tour and travel contacts added to our database of 944 accounts + National Tour Association Travel Exchange, December 2019, Fort Worth, TX + American Bus Association Marketplace, January 2020, Omaha, NE MEETINGS AND CONVENTIONS + 348 new meeting planner contacts added to our database of 1,121 accounts + 10 meeting RFPs distributed to convention facilities in Western Montana + Small Market Meetings, September 2019, Green Bay, WI + PR post-TBEX FAM, September 2019 + IMEX America, September 2019, Las Vegas, NV CONTINUING EDUCATION + ESTO, August 2019, Austin, TX © NOAH COUSER

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

B2B BLOG STATS

B2B EMAIL NEWSLETTERS + 2,917 Total Sends

138,669

total visits 5% decrease over FY 2019

+ Top 3 Posts From B2B Blog

Top 3 Reasons Visitors Love Fall in Montana 30,112

Tribal Nations in Western Montana 24,713

2020 Brings New Tourism Products 20,090

MEETING PLANNER NEWSLETTERS + 28% Open Rate + 2.74% Click Rate TOUR OPERATOR NEWSLETTERS + 17% Open Rate + 1.24% Click Rate

MEETINGS COOPERATIVE +G lacier Country Tourism partnered with Destination Missoula and Discover Kalispell for a cooperative advertising program with Smart Meetings, Meetings Today and Small Market Meetings. The campaign included: Smart Meetings + Spread in January “Mountain Meetings” issue +8 0,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales + Lead-generative survey +6 0 new meeting leads + High-impact interstitial and digital banners on smartmeetings.com

590,885 impressions

2,737 clicks

.46%

Meetings Today + Spread in November issue +5 5,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales Small Market Meetings + Spread in March issue +1 0,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales

click through rate (CTR)

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

VIS I TO R INFO + CONSUMER MARKETING

VISITOR INFORMATION AND CALL CENTER

183,529 53,000

Total inquiries

Travel guides sent out

Visitor Information Center Program Glacier Country Tourism funded eight VICs providing personal travel counseling to

4,643 people Top Six Markets:  Montana  Canada  Colorado

  

Washington California Idaho

Customer Service Training  10 trainings throughout the region in FY 2020  Free for businesses and communities  Focused on existing workforce employees  Provided through Flathead Valley Community College  Attended by travel counselors from all funded VICs

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Consumer Marketing FY 2020 Media Performance

47.9 million impressions

252,522 clicks

.53%

average click through rate (CTR)

Winter Campaign Overview

Warm Season Campaign Overview

20.6 million

17.5 million

39,645

54,960

.19%

.31%

impressions

clicks

average CTR

GLACIERS TO GEYSERS Glacier Country Tourism and Yellowstone Country Montana are partners on a Glaciers to Geysers branded park-topark campaign. The second year’s niche market focuses were snowmobiling, motorcycling, Nordic skiing and museums. The campaign included advertising in SnoWest Magazine and Cross Country Skier Magazine, along with targeted digital and social advertising to our niche markets. We reprinted our snowmobile guide to continue to distribute along with our motorcycle guide to inquiries through the website. We added Nordic skiing, downhill skiing, winter fun and museum content to the website. We will continue to build out new content and integrate safety and Recreate Responsibly messaging in FY 2021.

average CTR

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RSTO

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M/S

NOW

BIL

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SO CI A L MED I A

SOCIAL MEDIA

FY 2020 Stats

389,017 Total Audience

3% increase over FY 2019

19.28 million Total Impressions

-27% decrease over FY 2019

1.57 million Total Engagement

45% increase over FY 2019 Facebook

Instagram

@glaciermt

326,078 Twitter

@glaciermt

11,197

3,871

Snapchat

@glaciermt

Glacier Country Regional Tourism Commission

610

#GlacierMT

47,067

194 10,729

posts

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Consumer Blog

239,441 visits 20% increase over FY 2019 Top 5 Posts

Virtual Tours and Live Events in Western Montana 64,893

Western Montana’s Top 6 Guided Winter Activities 36,487

Hunting Outfitters in Western Montana 54,991

Fall Events and Harvest Festivals in Western Montana 50,110

Amazing Places in Montana You’ve (Probably) Never Heard Of 35,270

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

W E BS I T E

WEBSITE

Website Traffic Overview

1,594,892 total visits 4% increase

551,982 mobile visits 7% increase

74,791

digital travel guide visits 1% increase

Top 10 Pages

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

102 Things to Do 423,360

Cabins 233,842

Summer 2020 328,998

Glacier Park 223,886

Stay 326,323

Hot Springs 191,042

Winter 2020 264,671

Camping 181,653

Wildlife 262,381

Outside Glacier Park 124,608

From: Western Montana's Glacier Country noreply@glaciermt.com Subject: Now + Later: Navigating COVID-19 in Montana Date: April 15, 2020 at 2:14 PM To: tia@windfallstudio.com

Top 10 States and Cities 1. California 169,864 2. Texas 131,532 3. Illinois 126,492 4. Washington 113,214 5. Montana 106,184 6. New York 69,245 7. Idaho 60,006 8. Utah 56,023 9. Georgia 46,998 10. Oregon 45,447

From: Western Montana's Glacier Country noreply@glaciermt.com Subject: Now + Later: Navigating COVID-19 in Montana Date: April 15, 2020 at 2:14 PM To: tia@windfallstudio.com

1. Chicago 84,638 2. Los Angeles 85,454 3. Dallas 75,995 4. New York City 63,610 5. Seattle 57,743 6. Salt Lake City 43,053 7. Houston 36,310 8. Denver 33,598 9. Portland 30,212 10. Atlanta 30,033

EMAIL MARKETING

In FY 2020, Glacier Country Tourism distributed four consumer newsletters, four B2B newsletters, and four partner newsletters. #LoveNowExploreLater Right now, it’s time to stay home, stay safe, stay supportive and reﬂect on what matters most. Social distancing is vital; please do your part. Another way you can help is by supporting small businesses—they need us now more than ever. Wherever you are, you can support local restaurants and stores by ordering pickup or delivery, and by shopping online, especially for gift cards. Later, when it’s time to socialize and travel again, Montana will have an open door to the great outdoors and all that Glacier Country has to offer. EXPLORE LATER

#LoveNowExploreLater Right now, it’s time to stay home, stay safe, stay supportive and reﬂect on what matters most. Social distancing is vital; please do your part. Another way you can help is by supporting small businesses—they need us now more than ever. Wherever you are, you can support local restaurants and stores by ordering pickup or delivery, and by shopping online, especially for gift cards. Later, when it’s time to socialize and travel again, Montana will have an open door to the great outdoors and all that Glacier Country has to offer. EXPLORE LATER

Consumer Newsletters

856,622 total recipients

103,729 opens

12.11% Navigating Uncharted Waters: COVID-19

Social Distancing and the Outdoors

In the midst of an unprecedented global challenge, we’re staying strong, staying virtually connected, and focusing on what we can do to support our communities and the efforts that will eventually bring us back to some normalcy. What’s most important is that we’re all in this together, even if we can’t be together. If you have questions about future Montana travel plans, we’re here to help you out; you can ﬁnd information— and hopefully a little inspiration—on our blog.

All this “stay home; don’t travel” might have you wondering “Can I still go outside?” Shelter in place rules vary by state, but in Montana the short answer is yes. It’s imperative that you follow your state’s directives and, if you do go outside, do your part: Avoid discretionary travel, stay local, and recreate responsibly. While fresh air and exercise are important, how you approach it is vital to controlling the spread of COVID-19. Read more about social distancing and the outdoors on our blog.

LEARN MORE

average open rate

23,083 clicks

Order the new 2020 — 2021 Travel Guide.

5.72%

average click rate

G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 2 0 A N N U A L R EP O RT

MARKETING G OAL S

FY 2020 MARKETING OBJECTIVE RESULTS

Meeting Our Objectives FY 2020 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.

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

+ I ncrease overall consumer response by 2% over FY 2019

FY 2020 % Change 1,852,609 3%

+ I ncrease electronic response by 2% over FY 2019

1,797,187

+M aintain social media reach from FY 2019

19,282,627

-27%

+ I ncrease social media audience by 2.5% over FY 2019

387,304

+ I ncrease use of responsive website by 2% over FY 2019

1,594,892

+ I ncrease our consumer lead database by 2% over FY 2019

1,202,842

10%

+ I ncrease our trade show database by 4% over FY 2019

2,425

23%

+M edia stories to increase by 1% over FY 2019

$3,612,302.88

19%

+F und chamber/visitor information centers at up to $4,000 per project from Memorial Day to Labor Day FY 2019

+ I ncrease consumer and group suggested itineraries by two

$10,041,437

-4%

+ Revenue indicators for performance + Lodging tax revenue compared to 2019 + Monitor RevPAR by 1.5% (STR) + Monitor RevPAR by 1.5% (AIRDNA)

54.22

-13.6%

Did not subscribe to data due to data irregularities

BOARD OF DIRECTORS Shannon Brilz

Karr Bergmann

Brenda Schilling

(Chair) – University of Montana

Red Lion Ridgewater Inn & Suites Polson

Glacier County Port Authority

Ramona Holt

Rick Sinclair

(1st Vice Chair) Holt Heritage Museum

Mike Johnston Montana River Guides

Diamond S RV Park & Campground

Cris Jensen

Aubrie Lorona

Dylan Boyle

(2nd Vice Chair) Missoula Montana Airport

Swan Mountain Outfitters

Explore Whitefish/CVB

Tina Oliphant

Diane Medler

Victoria Lee

Kootenai River Development Council

Discover Kalispell/CVB/TBID

(Secretary-Treasurer) Glacier Distilling Company

Amber Pacheco-Holm

Barb Neilan

Matt Lautzenheiser Historical Museum at Fort Missoula

Destination Missoula/CVB/TBID

Libby Area Chamber of Commerce

Christina “Riley” Polumbus Whitefish Mountain Resort

STAFF

AGENCY OF RECORD, WINDFALL INC. – MISSOULA, MONTANA

Racene Friede

Tia Metzger

Holly Kuehlwein

President CEO

Glacier Country Account Executive, Media Buyer

Project Manager, Partnership Specialist

Jim McGowan

Megan Richter Bland

Principal, Strategic Planning

Creative Director

Annie Mead

Kyle McGowan

Partnership Development

Digital Director

Kristi McNeal Director of Operations + Accounting

Debbie Picard Director of Sales

Lucy Guthrie Director of Communications

Alex Hanich

Aerionna Skrutvold

Social and Video Specialist

Marketing Project Manager

GG LA LA CC I EIR E RC C OO UU NN TRY TRYTO TO UU RIRI SM S M | | F Y 2 0 2 0 A N N U A L R EP O RT

G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT

Glacier Country - Annual Report 2020

Articles inside

Tourism Sales - B2B

Marketing Goals

General Information

and Call Center