Montana Tourism _ Recreation Ind by fjzhangweiqun

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									  Montana Tourism &
Recreation Strategic Plan
       “The Final Stretch”
          TAC Meeting
          June 4, 2002
               Acknowledgements
     THANK YOU!!
      MT Dept of Commerce/Promotion Division
      MTRI Agencies – FWP, MDT, MHS, USFWS,
       USFS, BLM, COE, UM, MSU
      Montana Tribal Tourism Alliance
      UM Institute for Tourism & Rec’n Research
      Regions & CVB’s/Chambers
      MIKA, MOGA, MWF, MWA, MCC, MRPA
      Wendt-Kochman, H2O
     We’re almost finished harassing you…!

June 4, 2002      Montana Tourism Strategic Plan 2003-2007   2
                             Agenda
                Project Status
                Strategic Approach
                Summary of Strengths, Challenges,
                 Threats & Opportunities
                Key Themes
                Priority Action Items
                Implementation System
                Next Steps


June 4, 2002           Montana Tourism Strategic Plan 2003-2007   3
         Planning Process Overview
Planning Element                   Oct Nov Dec Jan Feb Mar Apr May Jun
Meet w/ TM Team, TAC, MTRI 
8 Public Meetings                          
Information-Gathering                                                 
   Meet w/ MIKA, MOGA                                     
Draft Vision/Strat Frame/Goals                            
Meet w/ TAC, MTRI; Refine                                             
Online Survey/Comments, Refine                                               
MTRI Mtg, Gov’s Conf; Feedback                                                
Refine; write draft Plan doc                                                   
Meet with TAC, MTRI                                                              
Refine draft; Comments; Final Plan                                               


 June 4, 2002           Montana Tourism Strategic Plan 2003-2007                 4
“Tourism & Recreation Industry”
“Industry” according to Webster’s:
industry - 1. the aggregate of manufacturing enterprise in a
   particular field: the steel industry. 2. any general business
   activity: the tourist industry. 3. trade or manufacture in
   general. 4. systematic work or labor. 5. energetic,
   devoted activity at any work or task; diligence. 6. the
   aggregate of work, scholarship, and ancillary activity in a
   particular field, often named after its principal subject: the
   Mozart industry. 7. archaeol. an assemblage of artifacts
   regarded as unmistakably the work of a single prehistoric
   group.


June 4, 2002        Montana Tourism Strategic Plan 2003-2007   5
“Tourism & Recreation Industry”
      Private Sector
           –   Hotels, RV/Campground, F&B, Ski, O&G
           –   Trade/Marketing: MIKA, MOGA, CVBs’
           –   Retail, Real Estate, Gas, Bank, Insurance
           –   Farmers, Ranchers, Wholesale/Freight
      Public Sector
           – State: MDOC, FWP, MHS, DOR, MDT, DOA,
             Education, MAC, MHPDC
           – Fed: NPS, USFS, BLM, BOR, COE, BIA, FWS
           – Tribes
           – Local: Cities, Counties, Park Districts

June 4, 2002             Montana Tourism Strategic Plan 2003-2007   6
     “Tourism & Recreation Industry”
   Nonprofit Sector
        – Regional Tourism Organizations (6 countries)
        – Historical groups (county, L&C, Daly Mansion Trust)
        – Cultural & Arts groups (MCC, Billings Symphony, Ft.
          Peck Theater, etc.)
        – Sportsmen’s organizations (RMEF, TU, DU, WU)
        – Conservation/Environment/Wildlife groups (MWA,
          FOB, GYC, MWF, etc.)




June 4, 2002          Montana Tourism Strategic Plan 2003-2007   7
 Demand              Strategic Approach
                               Markets                                Market-Driven:
                   Montanans           Non-residents
                                                                      • Tourism & recreation
                                                                        products/services respond
                                                                        to markets
 Link




                            Communication
                          (Marketing/Promotion)                       • Quality/success of
                                                                        products/services depends
                                                                        on business support,
                                                                        infrastructure, protection
                      Tourism/Recreation
 Supply




                      Products & Services
                                                                        and management of
                                                                        assets
               Business        Infra-         Assets
               Support       structure        Mgmt
                                                                      • Foundation for success:
                                                                        communication, planning,
 Foundation




                Planning, Partnerships, Funding
                                                                        partnerships, support
                   (Implementation System)                              (funding, tech assistance)



June 4, 2002                      Montana Tourism Strategic Plan 2003-2007                       8
                  Vision for 2007
                Balance & Sustainability
                Cooperation: P-P-NP-T
                Awareness & Support
                Respect
                Stability
                Accountability

June 4, 2002        Montana Tourism Strategic Plan 2003-2007   9
                    Guiding Principles
                Serve Montanans First
                   – Retain Character/Sense of Place
                  Economic & Social Benefit
                  Quality Experience
                  Local Control
                  Mutual Respect
                  Collaboration


June 4, 2002             Montana Tourism Strategic Plan 2003-2007   10
Strengths, Challenges,
Threats, Opportunities
                   Strengths
   “Big Sky Country”: natural resources
   Image: “Montana Mystique”
   Unique heritage & culture (Western, tribal)
   Variety of attractions, events, activities
   Tourism industry growth, diversity
   Dedicated funding
   System of state/regional programs
   Good customer service
June 4, 2002    Montana Tourism Strategic Plan 2003-2007   12
  Natural/Historic/Cultural Assets
                         Blackfeet
    Glacier Nat’l Park
                                                                                                       Fort
                                                                  Fort                                 Peck
                                                                 Belknap
                                                       Rocky
                                                       Boy’s
         Flathead




                              Grant-Kohrs Ranch
                                                                                   Little Big Horn
                                                                                   Battlefield
                    Big Hole Battlefield
                                                                                               Northern
                                                                                 Crow          Cheyenne

                                 Yellowstone                                Big Horn Canyon
                                 Nat’l Park                    National Forest          State Parks
                                                               Wilderness
                                                                                        Reservations
                                                               National Parks

                                                               BLM

June 4, 2002                         Montana Tourism Strategic Plan 2003-2007                                 13
                 Challenges
 Lack of Team
   – “Circle the wagons and shoot in…”
 Access to private/public lands & wildlife
 Transportation: air, Amtrak, distance
 Funding
 Usage: “overcrowding”, resident vs. nonres,
  motorized/nonmotorized, infrastructure
 Tactical vs. Strategic approach (means vs. ends)
 Seasonality: revenues, jobs, visitor services
 Mom & Pop industry: “new” industry, small
  organizations
 Perception of a “Tourist”


June 4, 2002     Montana Tourism Strategic Plan 2003-2007   14
                        Challenges
           Political & Corporate Culture:
           “For the first 100 years of its history,
            Montana was a „Company Town.‟
            We have not yet developed a strong
            entrepreneurial legacy in this state.
            The System has tended to be top-
            down and patriarchal in nature.”
               - Local MT Economic Development Director

June 4, 2002            Montana Tourism Strategic Plan 2003-2007   15
               What is a “Tourist”?
 A “Resident” is someone who hunts,
  fishes, camps, sightsees, recreates, hikes,
  eats, sleeps, shops and enjoys Montana.
 A “Tourist” is someone who hunts, fishes,
  camps, sightsees, recreates, hikes, eats,
  sleeps, shops and enjoys Montana – and
  has out-of-state license plates.


June 4, 2002       Montana Tourism Strategic Plan 2003-2007   16
                                  Threats
       Nonresident fishing and hunting issues
       Lack of good information for decisions
               – Policy, planning, support, tracking results
       Polarization: “bell curve” of public opinion vs.
        “barbell curve” of special interests
       Diversion of lodging tax for other uses
       Overuse – negative impacts
       Homogenization of Montana’s “product”
               – Loss of unique character, sense of place
       Opposition to change and progress
       Weak industry identity & cohesiveness

June 4, 2002                Montana Tourism Strategic Plan 2003-2007   17
Motorized Rec’n Vehicles 1990-2000

                              60,000
    Number of Registrations




                              50,000

                              40,000

                              30,000

                              20,000

                              10,000

                                  0
                                             1990                       1995                       2000
                                 OHV Registration**   Snowmobile Registration**          Boat Registration**



June 4, 2002                                      Montana Tourism Strategic Plan 2003-2007                     18
         Resident vs. Nonresident Fishing
                 License Sales*
    Resident sales increased 6% since 1990
    Nonresident sales increased 19%
       * Nonresident sales include season and 2-day licenses

               260,000
               250,000
               240,000
               230,000
               220,000
               210,000
               200,000
               190,000
               180,000
               170,000
               160,000
                           1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

         S            &
          ource: MT FW P             Resident Fshg Lic               Nonres Fishg Lic



June 4, 2002                       Montana Tourism Strategic Plan 2003-2007             19
                   Economic Impact
                  of Hunting & Fishing
 2/3 of FY 2000 hunting/fishing license revenue
  to FWP was from nonresidents
 Approx. 64% of FWP 2001 total revenue was
  from hunting & fishing license sales
      – Approx. 43% of 2001 total revenue from nonresident
        hunting & fishing license sales
Source: MT FW&P




June 4, 2002          Montana Tourism Strategic Plan 2003-2007   20
                  Challenges
 “If you don‟t measure results, you can‟t tell
  success from failure. If you can‟t see
  success, you can‟t reward it. If you can‟t
  reward success, you‟re probably rewarding
  failure.”
    - David Osborne & Ted Gaebler,
       Reinventing Government


June 4, 2002      Montana Tourism Strategic Plan 2003-2007   21
                Opportunities
   Effective Team: connectivity, credibility
   Strategic direction: endorsement for Plan, funding
   Sustainable assets: reasonable limits
   New partnerships: Montana Beef Council, value-
    added ag products
   Successful Lewis & Clark Bicentennial
   Targeted promotion & measurable results
   Statewide, year-round tourism revenue
   Higher value visitors: Boomers, heritage/cultural

June 4, 2002      Montana Tourism Strategic Plan 2003-2007   22
               Common Theme:




June 4, 2002     Montana Tourism Strategic Plan 2003-2007   23
               Common Theme:




June 4, 2002     Montana Tourism Strategic Plan 2003-2007   24
               Managing the Impact
  3 Key Areas:
   Managing Information:
      – Collection, Dissemination
      – Training/Ed’n
      – Comm’n w/ Markets
   Managing (Use of)
    Assets:
      – Protection
      – Access
   Creating Teams                                            Teams
      – Partnerships
      – Coordination
June 4, 2002           Montana Tourism Strategic Plan 2003-2007       25
               Managing Information
     1.3       Enhance awareness: elected officials
     1.1       Measure citizen attitudes/perceptions
     3.4       Training & technical assistance to biz
     4.2       Improve monitoring of visitat’n/impacts
     7.3       Share info/resource between partners
     6.7       Communicate with visitors in/around MT
     6.2       Promote to targeted consumer markets
     6.3       Promote to meetings/conventions
     6.1       Conduct strategic research
     6.8       Track, evaluate & distribute results

June 4, 2002           Montana Tourism Strategic Plan 2003-2007   26
          Managing (Use of) Assets
      4.5      Address access issues
      4.4      Protect assets while maintaining industry
      4.3      Planning & policy for assets mgmt
      4.1      Evaluate asset conditions/needs
      5.1      Improve transportation system
      5.3      Retain community character/heritage
      5.4      Enhance VIC’s and rest areas
      5.5      Address needs for signage
      2.3      Products/services for heritage/cultural tourists
      2.4      Custom packages for specialty markets
      2.5      Enhance facilities & services for meetings/conv.

June 4, 2002           Montana Tourism Strategic Plan 2003-2007   27
                   Creating Teams
     1.5       Maintain lodging tax for promotion
     3.1       Link tourism, agriculture, conservation
     3.5       Support systems/tools for biz dev’t
     7.5       Consistency/coord’n among agencies
     7.6       Partnerships for promotion/funding
     7.1       Partnerships for actions implementation
     7.2       Coordinate Strategic Plan implement’n



June 4, 2002           Montana Tourism Strategic Plan 2003-2007   28
                        Existing “System”
(Communication, Organization Relationships, Implementation)
                               Dept of Commerce


                                  Travel Montana                     Ad Agency
           MTRI:
                                                                       TAC
        State/Federal
          Agencies
                                                                           ITRR
                                 Regions/CVB’s

                Businesses &
                Communities                                     Tourists


Conservat’n, Sportsmen              Trade Groups/MTC                         Nonprofits


June 4, 2002              Montana Tourism Strategic Plan 2003-2007                        29
                   Existing “System”
                                   Roles
Player      Strategy Policy   Budget Implemt’n Informat’n Input Partnership
Legislature                    
MDOC/TM                                                        
TAC                                                       
Region/CVB                                                       
ITRR                                              
Agencies                                                           
Ad Agency                                                        
Biz/Cmty’s                                                          
Trade Grps                                                       
Nonprofits                                         
Sportsmen
Conserv’n



  June 4, 2002           Montana Tourism Strategic Plan 2003-2007       30
  Concerns with Existing System
    Vertical orientation
    Info doesn’t flow horizontally or bottom-up
    Weak/non-existent partnerships
    Not conducive to Team approach
    Does not tap resources of all potential
     partners
    Invites conflict, micro-management,
     bureaucracy
    Inconsistent messages to tourists

June 4, 2002     Montana Tourism Strategic Plan 2003-2007   31
Suggested System: Team Approach
(Communication, Organization Relationships, Implementation)

                                                       Tourists:
                          State/Federal         Residents/Nonresidents                         Regional/Local
                             Support                                                            Stakeholder
                            Partners                                                             Partners

                                   MDOC/TM                                                  Biz’s, Communities
  Legislature, Congress




                                      TAC                                                   CVB’s, Chambers
                                   Ad Agency                                                    Nonprofits
                                                         6 Tourism
                            $       State/Fed                                                Agencies/Tribes
                                    Agencies*
                                                          Regions
                                                                                              Trade Groups
                                    UM/ITRR
                                                                                           Conservation/Wildlife
                                      MTTA
                                                         Implementation                         Sportsmen
                                                                                             Elected Officials
                                                                                            (Fed, State, Local)

* FWP, MHS, MDT, MAC, DOR, MHPDC, UM/MSU, DNRC, USFS, BLM, NPS, USFWS, COE, BIA, BOR
June 4, 2002                                    Montana Tourism Strategic Plan 2003-2007                           32
   Suggested System: Team Approach
                                   Roles
Player      Strategy Policy   Budget Implemt’n Informat’n Input Partnership
Legislature                    
MDOC/TM                                                        
TAC                                                             
Region/CVB                                                     
ITRR                                                            
Agencies                                                         
Ad Agency                                                       
Biz/Cmty’s                                                        
Trade Grps                                                       
Nonprofits                                                        
Sportsmen                                                         
Conserv’n                                                         



  June 4, 2002           Montana Tourism Strategic Plan 2003-2007       33
               Enhancing Partnerships
 EDA Funding for Regions
 Focus on Common Ground:
      – “Ends” vs. “Means”
      – Mutual Respect
      – “Base Hits” vs. “Home Runs”: build momentum
 Communication, Coordination, Collaboration
      – Reach out to new partners
      – Staff support, volunteers
      – Resources

June 4, 2002        Montana Tourism Strategic Plan 2003-2007   34
       Tourism Promotion Funding
  Lodging Tax
  Private Sector Co-op Funding
       – Glacier Country: >$1 million on advertising
       – 430 lodging properties = 430 different
         messages to 430 different markets = Chaos
       – Pool just 10% of existing dollars, add another
         $100,000+ to budget
  Other: USDA RBEG, Nonprofit
   organizations, Foundations, etc.

June 4, 2002        Montana Tourism Strategic Plan 2003-2007   35
Actions Needed for Team System
   Comments on Draft Plan
   Endorse Plan, encourage other groups to
   EDA grant for regions
   Training on consensus-building, teamwork
   Enhance regional organizations
   Set up communication vehicles (listserve)



June 4, 2002    Montana Tourism Strategic Plan 2003-2007   36
 Next Steps in Planning Process
   Send draft to stakeholders for review and
    comment; refine
   Public Comment period
   Complete final Plan




June 4, 2002   Montana Tourism Strategic Plan 2003-2007   37
                         Summary
              Strategic Approach: Market-driven
              S, C, T & O
              Impact: Positive & Negative
              Strategy for Implementation:
               – Managing Information
               – Managing Assets
               – Creating Teams
            Implementation

June 4, 2002          Montana Tourism Strategic Plan 2003-2007   38
   Discussion, Questions?
        Thank You!
The Hingston Roach Group          208.983.2175
   Lorraine Roach          lroach@thrgroup.com
   Ruth Mohr               rmohr@thrgroup.com
Premier Planning                  406.442.4141
   Gail Brockbank                 gailb@mt.net

								
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