Reflections on this Past Quarter
and Our Board’s Valuable Impact
A Look at Our Most Recent Accomplishments

As we step into the New Year, we reflect on the second quarter of our fiscal year—October through December—a period marked by activities such as industry meetings, educational and trade conferences, end-of-year reporting, yearly audits, and the excitement of preparing for the winter recreation season. This quarter is notable for board work, as it’s the only quarter our board of directors convenes twice, underscoring their dedication and commitment to our mission. We welcomed four new board members in December—Kimberly Woodring (Agent, MSU Extension Service), Lisa Cline (Owner, Marketplace on Main, LLC), Robynne Gibaud (Owner, Scotchman’s Coffee) and Rachel Lynn Meyer (Manager, Rimrock Lodge, LLC)—and look forward to working with them and the knowledge, skills and energy they will bring to our projects and programs.

This past quarter, our board of directors was instrumental in steering new initiatives and programs. Their tireless efforts in committees focused on grants, brand strategies and stewardship have been nothing short of remarkable. Key achievements include the development of a novel scholarship and employee retention program, crafting a comprehensive Stewardship Committee work plan, insightful review and approval of the regional Montana Resiliency Plan to enhance our Stewardship Plan, and the pivotal rebranding project that will launch next quarter. We extend our deepest gratitude to our board members for their dedication and engagement, which continually drives Glacier Country Tourism toward new horizons of excellence and community service.

Tourism Sales Update

This quarter, Director of Sales, Debbie Picard, showcased the advantages of holding retreats and meetings in Western Montana, by engaging with meeting planners at Smart Meetings and Small and Boutique Meetings conferences. The meetings industry plays a pivotal role in sustaining year-round employment, benefiting hotels, restaurants, retail, activity providers, and Montana's arts and culture scene, which in turn benefits residents. As a GCT partner, your industry connections are invaluable. If you belong to an association that aligns with our offerings, we invite you to help bring the event to the region. On the domestic group tour front, Aerionna Skrutvold, attended NTA’s Travel Exchange and met with 24 domestic tour operators. Demand for rural destinations, fresh mountain air and national park vacations remains strong. Aerionna also attended ABA’s Marketplace in January and met with 45 tour operators. If you have specific offerings for this market, contact aerionna@glaciermt.com.

Public Relations Update

Glacier Country’s Director of Communications, Lucy Beighle, hosted a FAM trip in partnership with Destination Missoula. The four-day, shoulder-season trip included six travel writers who hailed from California, Washington, New Mexico and Vancouver. Based out of Missoula, the diverse itinerary included Quinn’s Hot Springs Resort, Double Arrow Lodge, Travelers Rest State Park, Holt Heritage Museum, Garnet Ghost Town and numerous culinary and beverage experiences that represented the region well. Following the FAM trip, Lucy participated in the Travel and Words Conference in Missoula. Besides industry-specific speakers, the conference also included appointments with all 27 travel writers in attendance as well as numerous networking opportunities. Lucy also attended IMM (International Media Marketplace) in NYC. Partners interested in hosting media or showcasing their business, please contact lucy@glaciermt.com for potential inclusion in a FAM or media trip. 

Community
Engagement Update

Jenna Boltz, Director of Community Engagement, continues participating in a range of community forums, from forest and recreation planning to community visioning sessions, chamber meetings, and virtual workshops. We leverage the information gathered at these meetings to identify resources that may assist that community or organization in tackling initiatives. Jenna's participation in Leadership Montana’s class of 2024 has established key connections to industry leaders, highlighting top industries in Montana and the many issues and opportunities Montanans face. These insights provide context to our Stewardship Plan and assist in fostering collaborative growth and problem-solving. We are hosting a series of community meetings in each of the eight counties we serve. These meetings will provide information on the visitor economy specific to your community and give residents a chance to voice opinions about impacts and opportunities. Your participation allows us to have a responsible and community-centric approach to our stewardship efforts. Contact us with any questions at GCstewardship@glaciermt.com. 

Insights From
ITRR

Montana's travel and tourism sector is fortunate to have the Institute for Tourism and Recreation Research (ITRR) at the University of Montana as a pivotal resource. ITRR has become an indispensable part of the state's tourism landscape. Best known for its comprehensive nonresident travel surveys, the institute offers invaluable insights into visitor demographics, spending patterns, and the overall economic impact of tourism on Montana. ITRR plays a critical role in guiding the industry's planning, promotion and management strategies. The recently published "ITRR Annual Report – 35 years – 1987 – 2022" is a testament to the institute's enduring commitment and contributions to the field. Supported by state funding and specialized grants, ITRR also enriches academic research by offering assistantships to graduate students. As ITRR continues to chart a path of innovation and collaboration, its mission remains steadfast in supporting and enhancing Montana's tourism sector. Visit the ITRR website and explore the myriad ways this valuable organization serves the Montana travel industry.