BETTER TOGETHER
INVESTING IN MISSOULA’S FUTURE Destination Missoula & Missoula Tourism Business Improvement District
BETTER TOGETHER
As director of Destination Missoula and the Missoula Tourism Business Improvement District (TBID), it seems impossible to me that we are at year eight of our TBID. I am so incredibly proud of what we have been able to accomplish in creating tremendous economic impact for Missoula. I have had the privilege of working with a group of extremely dedicated Missoula hoteliers who saw a bigger vision for our community and have worked tirelessly to make it happen. As we approach our renewal with the knowledge of all that we have accomplished, I am keenly aware of how much more can and needs to be done to keep Missoula competitive. It is my deepest hope that during this renewal process, all Missoula hoteliers will choose to join us in taking our efforts to the next level of possibilities.
Barbara Neilan, Executive Director Destination Missoula
Missoula thrives when we all work together. A shining example of us at our best is the Tourism Business Improvement District. The TBID, built from the ground up by committed, passionate folks working in Missoula’s tourism industry, has been a success beyond expectations. By pooling resources for the greater good, participating hoteliers have helped put Missoula on the map as a destination for recreation, culture, music, dining and more. Today, our tourism industry is growing, our hospitality businesses are thriving and Missoula is the envy of communities around the region. Thank you to everyone who has helped make this happen. I hope more partners will join the team. We’re at our best when we work together.
John Engen, Mayor City of Missoula
SHOW YOUR SUPPORT. SIGN THE PETITION: destinationmissoula.org/TBID-renewal 2
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“ Missoula is just getting better and better all the time. I know part of that is because of the promotional efforts of TBID and Destination Missoula. It’s difficult to imagine where we might be without those efforts.” Layne Rolston, Communications Director at Good Food Store
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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TBID introduction BACKGROUND The Missoula Tourism Business Improvement District (TBID) was created October of 2010. This was a new concept in the state of Montana, having been brought before the Legislature by the combined efforts of Billings and Missoula. When Missoula instituted our TBID, the only other Montana city to have a TBID was Billings. It was a three-year process to establish the Missoula TBID, and ours is unique in Montana in that Missoula is the only city to not have a full citywide or countywide district. Ten visionary hotels stepped forward to establish the original TBID, and, since that time, eight additional hotels have voluntarily joined. Due to the success by both Billings and Missoula, the ensuing years have seen the creation of 18 TBIDs in communities across the state, and it has become an established source of local tourism funding.
HISTORY Over the last eight years, Missoula TBID funding has had a major impact on the Missoula economy. These funds have brought new events to Missoula, such as the 2016 USA Gymnastics Women’s Junior Olympic Level 9 Western Championships and the 2017 and 2018 USAC Collegiate Mountain Bike Championships. TBID funding has supported a wide variety of existing events—such as the Big Sky Documentary Film Festival, Special Olympics Montana and Missoula Youth Hockey—enabling them to grow to the next level—and has brought Montana High School Association events back to our city. These funds have established a guaranty funding mechanism to bring more flights and airline carriers to Missoula, including Frontier and American Airlines. We have created a successful brand and messaging for our community and innovative marketing plans, which have made Missoula a trendsetter. We have established digital, social and P.R. strategies that have been nationally recognized. We have hired a sales and services team that is constantly working to bring new conferences, conventions and events to Missoula and also make sure these events run smoothly.
OUTLOOK Despite the amazing success of the Missoula TBID, the establishment of TBIDs in large and small communities across the state of Montana is putting Missoula at a competitive disadvantage, as even in small communities TBID districts are citywide. With larger budgets and more support from member hotels, cities such as Billings, Bozeman, Great Falls, Helena, Butte and Kalispell will soon eclipse Missoula. As you read through the accomplishments and see the economic impact this funding has had on the whole community, imagine what our economy would look like if this funding no longer existed. Inversely, imagine all we could accomplish if we had citywide support to grow Missoula as a destination and a cultural hub within our state. As our community continues to grow and expand, it is vital that we have the ability to make Missoula stand above the crowd. With the support of all Missoula hotels, the possibilities are limitless.
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“ People want to come to Missoula, and we just need to give them a reason to visit. Without the TBID, we don’t have the ability
“ The TBID grant played a vital role in the success of the first Missoula Community Theatre (MCT) touring artist reunion. Alumni from various eras (we started touring in the 1970s) traveled to Missoula and brought their spouses and kids. Their
to entice groups to come here. We don’t
fondness for Missoula and their eagerness to explore the town
have the ability to support groups that are
was palpable. We could not have pulled off this event with
doing events in this town. The TBID has been a huge benefit for this community.”
panache without the TBID grant! Thank you!” Naomi Lichtenberg, Director at MCT, Inc. MCT Tour Actor/Director Reunion 2017, EIC: $48,793
Matt Ellis, Executive Vice President at Missoula Osprey and MSO Hub
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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EXPANDING OUR REACH marketing & communications
50,544
832
6,272
9,060
Facebook likes
Pinterest followers
Twitter followers
Instagram followers
INSTAGRAM HASHTAGS #MissoulaMoment 6,218
#VisitMissoula 2,548
TOTAL SOCIAL CHANNEL REACH Post-TBID
#TheresThisPlace 346
#Missoula 346,414
over 30 million versus Pre-TBID under 250,000
TRAVEL GUIDE
115,000 COPIES of the Missoula Area Visitors Guide are distributed through the call center, at key partner locations, in racks from Glacier to Yellowstone and in Spokane each year. An interactive guide is viewable online as well.
664,445 DESTINATIONMISSOULA.ORG FY17 UNIQUE VISITORS
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THERE’S THIS PLACE campaign
There’s This Place all right. This campaign immediately evokes the nostalgia we were going for. It mimics the way someone returning from a trip might tell stories of the best parts of their vacation. It ties the uniqueness and charm of this place with all the best activities and opportunities it has to offer. This creative tagline has been an overwhelming success, providing endless tagline extensions to identify the various unique recreational, historical, cultural and natural resources that make Missoula worth experiencing. It presents Missoula as the perfect place for visitors looking for exploration, adventure, culture, family fun and that element of otherworldliness—a vacation they’ll never forget.
$259,584
MARKETING BUDGET
$252,530
$186,508 $166,922
$95,060 $75,738 $56,889
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Banner ad THERE’S THIS PLACE where
THE GREAT OUTDOORS ARE RIGHT OUTSIDE YOUR DOOR
Find your ground in
MISSOULA, MONTANA There’s this place where, if you had a mind to, you could open your front door (or unzip your tent), set out on foot, and end up in Glacier National Park roughly four days later (give or take, depending on how many huckleberry patches and lazy river bends you savor along the way). Missoula, Montana is a sublime example of Mother Nature’s bounty. Three rivers and seven wilderness areas meet here in this transcendent mountain town. It’s ecstasy for the outdoorsy, and pulsates with arts, culture, food, drink, rich roots and the best people around.
Rattlesnake National Recreation Area and Wilderness This 60,000-acre wilderness complex to the north of Missoula welcomes a variety of hiking, backpacking, horseback riding and bicycling opportunities on developed trails.
Missoula will steal your heart and never let go. There’s no single reason why you’ll fall in love with it, but be assured, you’ll fall hard. The allure is immeasurable. It’s a collage of intimacy and grandeur, history and horizon, creativity and vitality. An infinite palette of earthly greens and browns invite you to keep climbing. Cafés and breweries summon. Strangers smile at each other like old friends. And, a river really does run through it—right through the center of town. It’s just the right size to get lost in, and to also find your ground.
Blue Mountain Recreation Area 4,900 acres of off-road trails for hikers, equestrians and bicyclists. There are also two wheelchair accessible loops, handicap parking and restrooms. Find breathtaking views in this 41-mile trail system, and a forest-fire lookout.
It’s a no-brainer base camp for short hikes, day treks and backcountry pack trips. Missoula is 360 degrees of blue-sky splendor and an astonishingly vast network of hiking trails. Pace yourself according to elevation gain and distance, with diverse paths around every corner, along sparkling waterways and at the base of any mountain or foothill. You’re rewarded with views of snowcapped peaks, the shape of the river as it carves through town, profusions of wildflowers, maybe even an elk sighting. Hug the edge of a hillside and zigzag switchbacks. Catch the sunrise from any peak, and watch the valley take its morning bath in mesmerizing early light. The birdsongs and dew-drenched grasses make it all worthwhile. You can bookend your day with a breathtaking portrait of the sunset from yet another mountaintop, giving new meaning to the phrase “paint the town.” Missoula has a path with your name on it. Many, actually. You could spend a lifetime roaming the hills and mountains in and around our town, and maybe you should. We treasure these open spaces. They’re a soul-satisfying requisite, and conservation is key. Our Open Space program is dedicated to preserving wide expanses of precious, natural land. And with the new Mount Dean Stone initiative—Missoula’s largest open space opportunity yet—you could (after your multiday trek to Glacier, of course) find yourself walking from Missoula’s South Hills all the way to Yellowstone National Park (again, if you had a mind to).
Three rivers and seven wilderness areas meet in Missoula, Montana, a small town with enormous personality. It’s an outdoor enthusiast’s haven, pulsating with arts, culture, food, drink, rich roots and the best people around. Infinite exploration abounds, so get outside under Missoula’s big sky and experience this place for yourself.
Nurtured by nature, culture is alive and well in Missoula. Once you’ve climbed mountains and forded streams, keep your senses turned on for some city-sized entertainment. With a setting as inspiring as ours, a thriving cultural scene is inevitable. Take in live music, good eats and a local craft brew by the river’s edge. Missoula’s ability to give on that front has grown immensely just this year. You can float the Blackfoot River, hop out onto the riverbank and catch a national act in the new KettleHouse 4,000seat amphitheater. KettleHouse Brewery is a Missoula icon best known for its award-winning Cold Smoke® Scotch Ale and their new venue has given a hearty boost to Missoula’s emerging national music scene. Another local favorite—Big Sky Brewing—is also unveiling a new amphitheater design this year. This “backyard music-festival feel” is yet another symbol of community pride and our fierce dedication to living well. Don’t just settle for a mere taste of Missoula. Devour it.
Pattee Canyon Recreation Area
DOWNTOWN TONIGHT FEATURES LOCAL FOOD, LIVE MUSIC AND CRAFT BEER EVERY THURSDAY NIGHT DURING THE SUMMER
A favorite Missoula recreation area for years, this 3,200acre spot has an abundance of ponderosa pines and a network of scenic foot, horse, bicycle and cross-country ski trails.
Quick HIKES Mount Sentinel (The “M”) A quick hike that’s all about the incline and the fresh air, ascending the “M” offers an essential glimpse of the Missoula Valley.
WATERWORKS HILL OVERLOOKS DOWNTOWN AND THE UNIVERSITY
SUNSET FROM THE “M”
Waterworks Hill Multiple trails encourage exploration and every bend shares something new. Hike to the ever-evolving rock and stone community-made peace sign.
Mount Jumbo (The “L”) A system of trails spreads out in all directions, and in the spring the arrowleaf balsamroot flower paints the entire face of the mountain yellow.
Blue Mountain Succumbing to the wilderness surrounding Missoula, these trails deliver sweeping views and a sense of out-of-town adventure among its many twists and turns.
Pattee Canyon Several trails crisscross acres of a thickly wooded wonderland where getting lost is as easy as finding your way back.
Call 1.800.526.3465 or visit destinationmissoula.org/sunset for a free travel guide.
Sunset magazine
Backpacker magazine
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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GROWTH ANALYSIS year over year
WEBSITE TRAFFIC
46,914 Pre-TBID
POST-TBID SUPPORT
Pre-TBID
5,310
5-year average
473,703 UNIQUE VISITORS
16,877
Pre-TBID
25,905
1,209
19,978
Pre-TBID
10,991
12,095
Pre-TBID
Pre-TBID
5,060
1,204
7,013
3,012
34,940 Pre-TBID
42,882 Pre-TBID
4,018
1,443
Pre-TBID
5,284
14,998
12,991
FY17 644,445
4,989
3,909
Pre-TBID
Pre-TBID
2,036
Pre-TBID
Pre-TBID
4,509
6,004
5,881
9,767
24,936
12,690 3,455
2,991
Pre-TBID Pre-TBID
11,887
6,370
Pre-TBID
8,264 Pre-TBID
1,998
4,236
Pre-TBID
4,333
Pre-TBID
1,440
45,810
Versus pre-TBID support 204,250 UNIQUE VISITORS
10,286
3-year average
8,887
Pre-TBID
PRE-TBID FY10
230% increase in web traffic with additional TBID marketing dollars in support of Destination
Washington
46,914
Arizona
Missoula. (5-year comparison)
Texas
45,810
Utah
42,882
California
315% increase in website traffic with additional TBID marketing support. (FY17)
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TOP 20 STATES VISITING US ONLINE FY17 Michigan
6,370
Massachusetts 12,690
Pennsylvania
6,004
Idaho
12,095
Ohio
5,881
34,940
New York
11,887
Wisconsin
5,060
Oregon
25,905
Florida
10,286
Missouri
4,509
Colorado
24,936
Illinois
9,767
Tennessee
4,236
Minnesota
19,978
Virginia
8,264
Montana not included
SIGN THE PETITION: DESTINATIONMISSOULA.ORG/TBID-RENEWAL
12,991
TOP 20 STATES CALLING US FY17
CALL CENTER INQUIRIES BY STATE
POST-TBID SUPPORT
5,122
5-year inquiry average
Pre-TBID
2,438
1,908
1,801
83,174
Pre-TBID
1,458
218
1,883
2,803 Pre-TBID
Pre-TBID
1,119
INQUIRIES
Pre-TBID
759
832
6,510 Pre-TBID
1,889
1,994 Pre-TBID
1,810
1,009
Pre-TBID
621
Pre-TBID
203 Pre-TBID
2,967
209
Pre-TBID
283
FY17 132,377
Versus pre-TBID support
Pre-TBID
1,716
Pre-TBID
2,285
3,852
1,950
Pre-TBID
1,043
Pre-TBID
2,317
1,843 Pre-TBID
2,026
Pre-TBID
683
187
594
1,480
1,654 Pre-TBID
32,814 INQUIRIES
444
Pre-TBID
299
5,481
3-year inquiry average
3,862
250% increase in call center activity with
Pre-TBID
additional TBID marketing dollars in support
998
PRE-TBID FY10
of Destination Missoula. (5-year comparison)
400% increase in call center
CALL CENTER NUMBERS
activity with the support of additional TBID marketing dollars. (FY17)
143,654
Call Center Inquiries for FY17
1,609
California
6,510
Texas
5,481
Washington
5,122
Florida
3,862
Illinois
3,852
Wisconsin
2,967
Minnesota
2,803
Ohio
2,317
Colorado
2,285
Pennsylvania
2,026
New York
1,994
Missouri
1,950
Montana
1,908
Indiana
1,843
Michigan
1,810
Oregon
1,801
Idaho
1,716
Arizona
1,654
Massachusetts 1,609 North Carolina 1,480
GEOGRAPHIC REACH PRE AND POST TBID ASSISTANCE TOP STATES PRE-TBID
TOP STATES POST-TBID
1. California
1. Washington
If you market to them, they will come.
2. Texas
2. California
Expanded air service developed since this
3. Washington
3. Montana
inquiry growth: Los Angeles – San Francisco –
4. Illinois
4. Idaho
San Diego – Dallas – Seattle – Chicago
5. Florida
5. Colorado MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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STRENGTH IN NUMBERS economic impact $5,382,603
ECONOMIC IMPACT CALCULATOR (EIC) FOR TBID GRANTS FY2011 – 2017
$3,508,753
$3,807,334
$4,000,046
$3,169,767
$1,661,023
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“ Missoula Strikers received a TBID grant in 2017, allowing the club
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“ The seed money we received from our
to invest in a mobile app and marketing for the first Intermountain
TBID grant provides a foundation for our
Champions Cup youth soccer tournament held at Fort Missoula Regional
Montana Music Summit. It signals to our
Park. The inaugural tournament was very successful, and the mobile
partners across the country that Missoula
app was widely praised. The TBID grant helped Missoula Strikers build a
is invested in creating a far-reaching and
solid foundation for growth with expectations to reach 120 youth soccer
relevant music event for both the industry
teams and $1 million in direct annual spending in the years to come.”
and our city.”
Charlie Vandam, Director at Missoula Strikers Intermountain Champions Cup 2017, EIC: $809,789
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Mike Morelli, Montana Music Summit Montana Music Summit, October 2018, EIC: TBD
A WINNING COMBINATION TBID & events TBID GRANT FUNDS 10/2010 – 1/2018
Total
Funds Distributed
$276,578
Number of Events
Total Actual EIC
58
$23.8 million economic impact
$23,826,441
COMMUNITY SPONSORSHIPS 10/2010 – 1/2018
Total
Funds Distributed
$48,300
Number of Organizations
7
GROUP SALES & SERVICE Group Business
Total
Leads-Total Room Nights EIC-Pre-Event Projected EIC
56,970 $22,038,535*
Assists-Room Nights Rarely Trackable
Total
Estimated Delegates
40,303
EIC-Actual EIC*
$19,089,801
Definite Room Nights
Total
EIC-Actual EIC †
$16,639,223
* Simpleview system started in late 2014, so earlier EIC numbers are not available. † EIC Projections come from DMAI Economic Impact Calculator calibrated to the Missoula Market. (Based upon delegates, room nights, length of stay, etc.)
“ M ismo Gymnastics is deeply appreciative of the grant money given to support both Mismo Magical Meets and Level 9 Western Gymnastics Championships (USA Gymnastics) in 2016. Had it not been for the funding and amazing support from TBID grant money, Mismo would not have been able to bring $1 million in revenue to Missoula with the 2016 Championships. It is so important to continue to attract big sporting events and other large events to the area.” Kelley Durbin-Williams, CEO at Mismo Gymnastics Mismo Magical Meets 2014, EIC: $745,986 USA Gymnastics 2016, EIC: $1,321,854
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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HOSPITALITY
AVERAGE YEAR-ROUND OCCUPANCY
SUPPLY
DEMAND
INCREASED
INCREASED
44,546
126,934
FY2017 1,152,238
FY2017 743,697
FY2010 1,107,692
FY2010 616,763
room nights
55.7%
64.5%
FY2010
room nights
FY2017
AVG. DAILY RATE (ADR)
REVENUE
$100.30 FY2017 FY2010 $80.72
REVENUE PER AVAILABLE ROOM (RevPAR)
$49.7 million
$64.73 FY2017 FY2010 $44.94
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FY2010
$74.5 million FY2017
AIR SERVICE SEATTLE
MISSOULA PORTLAND MINNEAPOLIS/ST.PAUL
Destination Missoula and TBID are Take Flight Missoula’s biggest sponsor.
SALT LAKE CITY
OAKLAND*
CHICAGO* DENVER
SAN FRANCISCO*
Take Flight Missoula is a community-lead effort to expand air service in Missoula. Increased air service will drive ticket prices down, attract more tourists, benefit economic development and make travel more convenient through increased connectivity.
LAS VEGAS LOS ANGELES* ATLANTA*
PHOENIX/MESA DALLAS
* SEASONAL NONSTOP FLIGHTS
“ T he Missoula Area Youth Hockey Association (dba Glacier Ice Rink) has a strong youth hockey program, with 125 kids competing on our travel teams. As part of our travel program, we hold eight youth tournaments annually that attract more than 1,800 overnight attendees and generate 1,600 room nights. With the TBID’s assistance, we estimate that these tournaments had a $718,000 impact on the local economy in 2017. T he Community Sponsorship we receive from the TBID has allowed us to provide a better experience for our visiting teams by giving them access to a variety of hotels. The TBID has helped us accurately measure the economic impact of these tournaments, and has allowed us to market the tournaments to attract quality teams and create competition. We are extremely happy with our TBID partnership. Not only is it good for our local youth, but it has a strong impact on the community surrounding the rink.” Laura Henning, Glacier Ice Rink Community Sponsorship Missoula Youth Hockey, EIC: $718,890
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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MOVING FORWARD plans for the future
Better Together, Investing in Missoula’s Future. This is not just a catchy title or turn of phrase. These specific words were chosen because they are the essence of what a strong, citywide Tourism Business Improvement District is all about. All you need do is look around Missoula to see the changes and the growing strength of our economy. Destination Missoula and the Tourism Business Improvement District are proud to be a vital cog in the machine that is moving our community forward economically. With growth also comes competition, both from within and outside our community. As business owners, our natural reaction to competition is to hunker down and concentrate on only making our little piece the best it can be. Unfortunately, by doing that we miss the bigger picture and create the scenario we fear most—the competition just becomes stronger and our piece of the pie gets smaller. When we started the Missoula TBID eight years ago, there was only one other TBID in the state. That is no longer the case. It is now a standard, trusted and successful funding mechanism for communities to use. Currently there are 18 TBIDs in cities, large and small, across our state. All except Missoula’s are citywide or countywide. Why is that important? It means we are falling behind our competitive set: Billings’ 2017 – 18 TBID budget was more than double Missoula’s; Bozeman’s one-third higher; and Great Falls, whose budget is approximately half Missoula’s, is looking to double their assessment and will then have similar budgets to Missoula. From outside the state, we fall even further behind: Spokane, Washington Tourism Promotion Area budgets are over $2.2 million, putting their total operating budget at $4.6 million and Boise, Idaho’s operating budget is approximately $1.5 million total. When I look to the future of what a citywide Tourism Business Improvement District could mean to Missoula, I see a city that, through research, understands its visitor—where they are coming from, how they spend their money, how long they stay and what they like to do. I see a city that can precisely target its market and is nimble enough to change and redirect marketing as soon as trends indicate. This will have a direct economic impact on all the small businesses that rely on the tourism industry in our area. Beyond that, visitors become potential residents, who not only enrich our community, but bring new businesses and economic growth. I see a city that has exemplary air service and the resulting community infrastructure to keep this place we love vibrant and economically sound far into the future. Our piece may seem small when looked at separately, but when you look at the big picture, the Missoula tourism industry has the ability to drive the future of our community. I invite you to invest in the future. Barbara Neilan, Executive Director Destination Missoula
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OUR TEAM board & staff STAFF Barbara Neilan Executive Director
Mimi Gustafson Director of Sales & Services
Molly Gasiewicz Sales & Services Assistant
Kara Bartlett Group Sales Manager
Sage Grendahl Director of Operations
Brittany Jones Event Services Manager
Brianna Denman Visitor Services Coordinator
VIC Assistant Travel Counselor
Charney Gonnerman
FY17 – 18 TBID BOARD OF DIRECTORS Tim Giesler President Ruby’s Inn & Convention Center Whitney Bergmann Best Western Plus Grant Creek Inn
Lydia Bryan DoubleTree by Hilton Missoula—Edgewater Luke Laslovich Campus Inn
Kate Leonberger Holiday Inn Express
FY17 – 18 DM BOARD OF DIRECTORS Staci Nugent President Paradise Falls
Christine Johnson Past President Clover Creative
Scott Richman Vice President Townsquare Media
Matt Doucette President Elect New York Life
Bob Terrazas Counsel Terrazas Clark Henkel, P.C.
Stephen Simpson
Matt Ellis Secretary Missoula Osprey Jim Galipeau Treasurer JCCS
Kristen Sackett Vice President Missoula Downtown Partnership
Vice President Praha, Inc. Michael McGill MCT, Inc. Rod Austin Missoula Parking Commission
Carrie Rasmussen Comfort Inn Dan Carlino Individual Layne Rolston Good Food Store Bryan Flaig First Security Bank
Kim Sawyer Wingate by Wyndham
Amanda Jacobson Missoula International Airport Karen Schlatter MT Event Services – University of Montana Kate Leonberger Holiday Inn Express
Erika McGowan Ex Officio Windfall, Inc.
MISSOULA TOURISM BUSINESS IMPROVEMENT DISTRICT
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SHOW YOUR SUPPORT. SIGN THE PETITION: DESTINATIONMISSOULA.ORG/TBID-RENEWAL CONTACT Barbara Neilan, Executive Director | 406.532.3250 | director@destinationmissoula.org