montana master plan for the lewis & clark bicentennial outline of draft strategy august 16, 2000...
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Montana Master PlanMontana Master Planfor thefor the
Lewis & Clark BicentennialLewis & Clark Bicentennial
Outline of Draft StrategyOutline of Draft StrategyAugust 16, 2000
The Hingston Roach GroupTom Hudson Company
Premier Planning
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
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Montana Lewis & Clark Bicentennial
ContentsContents
Section Slide #Introduction & Background 3-12Current Conditions 13-33
Strategic Markets 17Strategic Goals 23Events - Existing/Planned 31
Master Plan Strategic Framework 34Tier I Program 45
Travel Corridors & Tier I Projects 55Implementation 78Promotion Programs 86Next Steps: Schedule & Comments on Plan 92
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Montana Lewis & Clark Bicentennial
Perspectives on Perspectives on the Bicentennialthe Bicentennial
National Lewis & Clark enthusiasm is a phenomenon: fills a need for heroes
To historians: “the Event of the century” To tourism businesses: “the Opportunity of
the century” To conservationists: “the (potential)
Trampling of the century” To residents: “the (potential) Headache of
the century”
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Montana Lewis & Clark Bicentennial
Montana Master PlanMontana Master Plan
Purpose & Scope of Master Plan: “Big Picture” Strategy Evaluation: Strengths, Challenges,
Opportunities, Threats Gaps, Overlaps Action Plan Budget & Timeline Partners, Roles, Responsibilities Resources to Implement (Funding,
Technical Assistance) Fundraising Strategy
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Montana Lewis & Clark Bicentennial
Key PlayersKey Players Montana Lewis & Clark Bicentennial Commission
(sponsor of Master Plan) Travel Montana 15 Local (County/Regional) Planning Commissions 10 Native American Tribes Montana Tourism & Recreation Initiative
(MTRI) Interagency L&C Planning Team: State: MT Historical Society; Fish, Wildlife & Parks; Dept. of
Transportation; Dept. of Commerce; U of MT Federal: USFS, BLM, Bureau of Reclamation, Corps of Engrs,
National Park Service, BIA, US Fish & Wildlife
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Montana Lewis & Clark Bicentennial
StakeholdersStakeholders(Who Are We Serving?)(Who Are We Serving?)
Montana Citizens, Communities Montana Businesses Nonresident Visitors Historians/Preservationists Elected Officials Public Agencies Educators, Students
7
Montana Lewis & Clark Bicentennial Commission MissionCommission Mission
Lead in planning & coordination Provide focus, direction, oversight
Facilitate delivery of technical guidance & assistance to communities, groups, individuals
Public education & awareness Coordination of events (programming) Promotion of historical & cultural awareness Encourage Native American involvement Responsible stewardship of Trail/sites
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Montana Lewis & Clark Bicentennial Guiding PrinciplesGuiding Principles
Highest ethical standards Historical & cultural accuracy Responsible stewardship re. impacts Appropriate endorsements via Commission Objectivity in evaluating proposals Emphasis on education in events Fiscal responsibility: benefit entire state Partnerships: projects, fundraising, sponsors Broad public participation - all perspectives
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Montana Lewis & Clark Bicentennial Commission GoalsCommission Goals
Promote public awareness Provide leadership & coordination of activities
Coordinate, promote & lead educational endeavors
Create long-term legacies Educate, inform & entertain residents, visitors Emphasize fiscal responsibility & central
source of technical expertise
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Montana Lewis & Clark Bicentennial
Planning Process Planning Process
Orientation, Info-Gathering (Mar/Apr ‘00)
Meet with Commission, Key Partners Review results of focus sessions, workshops Establish evaluation criteria for programs &
projects Evaluate Current Conditions (Apr-May ‘00)
Review data, priorities, industry input Context of national, other states’ plans
Integrate All Info -- gaps, overlaps (May-Jul ‘00)
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Montana Lewis & Clark Bicentennial Planning Process Planning Process (cont’d)(cont’d)
Present Draft Strategy to Commission (Jul ‘00)
Distribute Plan Outline for Comment (Aug ‘00)
Obtain Input and Endorsement (Aug-Sept ‘00)
Create Master Plan Document (Aug-Sept ‘00)
Strategies and Action Steps: What, Where, When, Why, Who, How Much
Marketing Strategy (esp. Targeting Montanans) Sponsorship & Endorsement Programs
12
Montana Lewis & Clark Bicentennial Planning Process Planning Process (cont’d)(cont’d)
Refine per Input; Submit Final Plan (Sept ‘00)
Commission Adoption of Master Plan (Oct ‘00)
Begin Plan Implementation (Oct/Nov ‘00)
GOAL: Create a “Seamless System”
Current ConditionsCurrent Conditions
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
Strengths, Challenges & ThreatsStrategic MarketsStrategic Goals
Existing InfrastructurePlanned Events
13
14
Montana Lewis & Clark Bicentennial
Current ConditionsCurrent Conditions Strengths/Opportunities:
25% of Trail is in MT, very accessible Commission, full-time Director in lead MTRI inter-agency team coordination Currently 10 million visitors/year to MT State supports Commission with funding Network of local planning groups -
many L&C experts/enthusiasts in MT National image of Montana is positive L&C infrastructure in place (Trail, sites,
existing visitor/interpretive facilities)
15
Montana Lewis & Clark Bicentennial Current Conditions Current Conditions (cont’d)(cont’d)
Challenges: Lack of “porta-potties and parking” Many project proposals, limited funding Lack of L&C knowledge among MT residents,
service providers - visitors expect “experts” Possible negative attitudes re. tourism Vastness of state Reliance on volunteers Lack of team Difficult to use regulation as a tool Few major corporations to tap as sponsors
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Montana Lewis & Clark Bicentennial Current Conditions Current Conditions (cont’d)(cont’d)
Threats: Over-investment Under-investment Trampling - impacts on L&C sites,
communities, private land Consumer, sponsor burnout with L&C Natural disasters (fires, floods, etc.)
17
Montana Lewis & Clark Bicentennial Strategic MarketsStrategic Markets
In-State & Out-of-State Recreationists-Fun Heritage/Cultural Enthusiasts Educators & Students Preservationists Adventurers
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Montana Lewis & Clark Bicentennial Strategic Markets DefinedStrategic Markets Defined
Montana Residents 75% take 1 or more pleasure trips annually 73% are in-state trips, 27% out-of-state Spend $255 million on travel in Montana Increase of just 25% in resident in-state trips
= $85 million economic impact = 1,600 jobs!
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Montana Lewis & Clark Bicentennial Strategic Markets DefinedStrategic Markets Defined
Montana Visitor Highlights (9.4 million in ‘99): Couples, age 30-49, college grads, professionals,
34% with kids From WA, CA, ID, WY, CO, ND, Midwest Visiting National Parks, friends & relatives,
wildlife viewing, 31% pass-thru (summer), 10% traveling for business
37% stay 4+ nights, 75% return rate Interest in historic/cultural attractions:
13% Historic Sites • 11% MT History 10% Native Amer Culture
20
Montana Lewis & Clark Bicentennial Strategic Markets DefinedStrategic Markets Defined
Projected L&C Visitors 4 - 8 million projected to MT from 2003-2006 Frequent travelers (4+ times/yr) Household income $68,000 50+% college graduates Half are age 55+ Activities: shopping, historic sites, museums,
art galleries, churches, fine dining Want to have fun, see/do new things, enrich
perspective, relax 60% will drive; stay in hotels
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Montana Lewis & Clark Bicentennial
Bicentennial Visitor vs. Bicentennial Visitor vs. Current Montana VisitorCurrent Montana Visitor
Heritage (Bicentennial) Visitor: Higher level of education, income Older Higher expectations Spend more Interested in local history (not just L&C) Seek enrichment, perspective, fun Need some amenities
Bicentennial brings higher-value visitor (quality vs. quantity of visitor)
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Montana Lewis & Clark Bicentennial
Timing is CriticalTiming is Critical
Bicentennial is Four Loooonnngg Years! 22 States Promoting - Kick-off in Jan 2003 National Sponsors - “Early In, Early Out” Consumer Burn-out (Short Attention Span) Implications for Montana:
Scheduling of events (begin early or wait?) Timing of promotions (2003/04 vs. 2005/06) Volunteer burn-out
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Montana Lewis & Clark Bicentennial
Strategic GoalsStrategic Goals Emphasize L&C education, legacies
Serve Montana citizens, communities first Enhance system of gateways with L&C info
Focus on key highways, airports, Amtrak Enhance and protect key sites, Trail
Additional facilities, staff are needed Encourage dispersal of projects, events,
people across State Consider existing accommodations, amenities,
infrastructure
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Montana Lewis & Clark Bicentennial
Strategic GoalsStrategic Goals Market shoulder seasons (Oct-June)
Hotels are approaching capacity July-September Emphasize quality vs. quantity of visitors
Extend length of stay, dollars spent per day Maximize timing of marketing and events
National event begins January 18, 2003 Consumer/sponsor burnout by 2005 is a concern Event development/coordination is needed
Obtain funding for critical projects, events Commission takes lead in seeking funds Must coordinate with state and federal agencies
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Montana Lewis & Clark Bicentennial
Strategic Sites & DestinationsStrategic Sites & Destinations
Lewis & Clark TrailImportant L&C Sites
Key
1415
8
6
5
11
10
4
13
12
16
3
1
7
2
9Missoula
Helena
Billings
Great Falls
Butte
Kalispell
Bozeman
17
18
Glasgow
Miles City
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Montana Lewis & Clark Bicentennial
Strategic GatewaysStrategic Gateways
Key
1415
8
6
5
11
10
4
13
12
16
3
1
7
2
9Missoula
Helena
Billings
Great Falls
Butte
Kalispell
Bozeman
Important SitesCommercial AirportsAmtrak Stations/StopsMajor Hwy Access (>1,000 ADT)
Existing Rest AreaPlanned Rest AreaPlanned L&C Wayside5
14
MD5
MD3
MD4
63
62
4591
MD1MD2
T13
1
68
17
18
Glasgow
Miles City
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Montana Lewis & Clark Bicentennial
Planned MDT Highway Planned MDT Highway Improvement ProjectsImprovement Projects
Missoula
Helena
Billings
Great Falls
Butte
Kalispell
Bozeman
1415
8
6
5
11
10
13
12
161
7
2
93
4
18
17
Glasgow
Miles City
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Montana Lewis & Clark Bicentennial
Planned Highway Planned Highway Improvement ProjectsImprovement Projects
Focus on safety & key corridors Most projects already budgeted Emphasis on:
Additional funding for corridors Optimal timing for Bicentennial
Endorsement expands potential resources
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Montana Lewis & Clark Bicentennial
Hotel OccupancyHotel Occupancy
1999 Hotel Occupancy in Montana
0%10%20%30%40%50%60%70%80%90%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
80%+
<50% <50%
Hotels nearly full Jul-Aug, 70% Jun & SeptRegions of state vary, some have limited amenities
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Montana Lewis & Clark Bicentennial
# of Lodging & Camping # of Lodging & Camping Facilities by RegionFacilities by Region
Helena
Kalispell
Bozeman
131131 4444
430430187187
Lodging #Lodging # Camping #Camping #
Billings
51512828
Missoula
Butte
183183156156
135135 6363 Great
Falls
321321 9999
Glasgow
Charlie Russell Country
Glacier Country Missouri River Country
Custer CountryYellowstone
Country
Gold West Country
Miles City
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Montana Lewis & Clark Bicentennial
Existing & Proposed EventsExisting & Proposed Events
7-9 6
3
7-9
6
7
910
7
6
5
6
77-9
77
6
Community
Agency
Tribal
Key
Missoula
Helena
Billings
Great Falls
Butte
Kalispell
Bozeman 7
1
8
9
1-2
6-9
Glasgow
Miles City
6-8 8
8
8
8 8 8
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Montana Lewis & Clark Bicentennial
Existing & Proposed EventsExisting & Proposed Events
28 existing/planned events so far* 12 Reenactments/Encampments/Festivals 7 Displays/Presentations/Exhibits/Tours 5 Theater/Arts Productions 3 Sports/Recreation Events (1 Statewide)
Corps II Traveling Park (NPS-statewide) 80+% Summer, 10% Winter, 7% Other All regions except Bitterroot (to date)
Does Not Include Rodeos, Pow Wows, Annual Community Festivals, etc.
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Montana Lewis & Clark Bicentennial
Events ScheduleEvents Schedule
Month: Total May: 1 June: 6 July: 11 August: 5 September: 5 Oct-Apr: 3 Unknown: 3
Total: 34(Some events span more than 1 month)
80% in Summer
Master Plan Strategic FrameworkMaster Plan Strategic Framework
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
The “Big Picture” System
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Montana Lewis & Clark Bicentennial
Master Plan Master Plan Strategic FrameworkStrategic Framework
Bicentennial projects fall into 5 categories (some projects will overlap categories): Education and Communication Historic Preservation Community Development Business Development Resource Management
Commission, agencies and local groups form communication & planning network
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Montana Lewis & Clark Bicentennial
Strategic Framework ContextStrategic Framework ContextEducation &
Communication
HistoricPreservation
CommunityDevelopment
BusinessDevelopment
ResourceManagement
Commission&
Advisory Team
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Montana Lewis & Clark Bicentennial
Strategic Framework &Strategic Framework &Long-Term BenefitsLong-Term Benefits
StrategicFramework
LegaciesOverlay
Quality of LifeOverlay
Key goal of Bicentennial projects is to enhance quality of life and provide lasting legacies
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Montana Lewis & Clark Bicentennial
Seamless Statewide L&C System: Strategic, Integrated Set of Projects Focus: Projects of Statewide Significance Quality in Each Dimension of L&C Experience Subset of “All” Projects in State
Limited resources - must prioritize projects
Three-tiered System of Strategic Programming
1st Tier
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Montana Lewis & Clark Bicentennial
Support System for Local/Regional Preparation: Technical assistance
Both proactive & responsive Assist in resource acquisition: funding, etc.
2nd Tier
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Montana Lewis & Clark Bicentennial
3rd Tier
System for Local Exceptions & Later Ideas: Technical assistance
Move to 1st or 2nd Tier
“Opportunistic”
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Montana Lewis & Clark Bicentennial
Sustains/enhances local infrastructure Enhances/protects L&C historic, natural or
cultural resources Leaves a lasting legacy Historical accuracy & cultural inclusiveness High educational value re. L&C experience
Commission’s Criteria for Commission’s Criteria for Evaluating Project Evaluating Project ProposalsProposals
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Montana Lewis & Clark Bicentennial
Potential to generate interest; attract range of visitors
Surmountable challenges; realistic budget and funding prospects
Demonstrated local, agency, tribal support Direct relationship to L&C story in
Montana; enhances visitor experience
Commission’s Criteria for Commission’s Criteria for Evaluating Project Evaluating Project ProposalsProposals
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Montana Lewis & Clark Bicentennial
Planning Team Expanded Planning Team Expanded Criteria for Project EvaluationCriteria for Project Evaluation
“SUPPLY” FACTORS: Enhances major L&C site, key gateway Enhances geographic distribution Accessible (highway, airport, rail) Proximity to major destinations Presence of supporting amenities Long-term community benefit Doesn’t overwhelm local capacity
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Montana Lewis & Clark Bicentennial Expanded Criteria Expanded Criteria (cont’d)(cont’d)
“DEMAND” FACTORS: Match with target markets (residents, tourists) FUN! - entertainment value Potential for private sector support Adds breadth to product mix (potential to
increase visitor length of stay) Contributes significantly to State/Nat’l event Marketable statewide/nationally (attractive to
sponsors & media)
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Montana Lewis & Clark Bicentennial
Archaeology: L&C sites Land acquisition: Travelers Rest,
Crimson Bluffs, $ pool for other Cultural/heritage assessments Site monitoring & protection Tribal oral histories Ft. Benton reconstruction
Tier 1 Tier 1 Historic Preservation ProjectsHistoric Preservation Projects
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Montana Lewis & Clark Bicentennial
Tier 1 Tier 1 Education & CommunicationEducation & Communication
Statewide signage program Strategic visitor & interpretive centers Institutes, exhibits, museums, seminars:
L&C 101, event planning, upgrades Annual L&C preparation conference State assistance team & local network Commission: guide national planning Strategic promotion: residents/visitors
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Montana Lewis & Clark Bicentennial
Tier 1 Tier 1 Community DevelopmentCommunity Development
Local infrastructure/safety assessment EMS, law enforcement, parking, potties
Events, festivals, reenactments Amphitheaters, theatrical productions Travel funds pool for local/tribal L&C
groups for state planning meetings
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Montana Lewis & Clark Bicentennial
Tier 1 Tier 1 Resource ManagementResource Management
Resource assessment/monitoring Public safety & emergency
communications master plan Seasonal staff for agencies Site improvements (facilities, access)
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Montana Lewis & Clark Bicentennial
Tier 1 Tier 1 Business DevelopmentBusiness Development
Tourism research (UM ITRR, Nat’l) Community tourism assessments Business assistance (workshops, etc.) Encourage national logo licensing Sponsorship opportunities Promotion programs - coordinate with
travel regions and Travel Montana
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Montana Lewis & Clark Bicentennial
Tier 1 Program Summary: Tier 1 Program Summary: Key Sites & ProjectsKey Sites & Projects
18 key L&C destinations (sites) 7 travel corridors 15 historic preservation projects (5 statewide) 6 resource management programs (2 statewide) 17 organization enhancements (planning,
agency staffing, local/regional support) 10 educational/cultural projects (4 statewide)
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Montana Lewis & Clark Bicentennial
Tier 1 Program Summary Tier 1 Program Summary (cont’d)(cont’d)
19 signage/exhibits programs 9 events (1 statewide) 6 visitor/interpretive centers & rest areas Promotion system Tier I funding needed* (per requests):
Statewide projects: $16.3 million Community/tribal: $ 5.4 million Agency projects: $ 7.5 million
$29.2 million Planning team contract did not include analysis of project budgets -
Master Plan does not endorse specific requested budget amounts.
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Montana Lewis & Clark Bicentennial
Statewide Statewide Tier I ProgramsTier I Programs
Technical assistance team State L&C Historian, economic/community
development, tourism assessment, etc. Commission (LCBC) and staff:
Coordination, communication, conference Endorsement program for events Funding - sponsors, coord. w/ Nat’l Council
Funding programs: Integration: signs, tribal oral histories Projects, business/feasibility planning Support for local/tribal groups’ expenses
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Montana Lewis & Clark Bicentennial
Community safety/infrastructure assessment EMS, law enforcement, parking, restrooms, etc.
Visitor orientation & promotion system Enhance gateways, wayside orientation sites Tourism research re. projected visitation Statewide promotion strategy
Education coordination (LCBC): L&C 101, event planning, traveling trunks, etc.
Statewide Statewide Tier I ProgramsTier I Programs
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Montana Lewis & Clark Bicentennial
Agency projects: Corps II Traveling Park (NPS) Signage & exhibits (USFS, BLM, BIA) Site upgrades, acquisition (MT State Parks) Seasonal staff, interpretation (MT State Parks) On-site interpreters & caretakers (USFS, BLM) Games of the Past (Tribes) Archeology at L&C sites (Museum of Rockies) Site monitoring/protection (USFS, BLM, FWS)
Statewide Statewide Tier I ProgramsTier I Programs
Travel CorridorsTravel Corridors
Destination System
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
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Montana Lewis & Clark Bicentennial Rationale for Travel CorridorsRationale for Travel Corridors
Montana is VERY big Visitors need “bite size” portions
Most visitors not here primarily for L&C Come to visit family/friends, cities, Nat’l Parks Corridors tap other major attractions
Corridors are attractive add-ons to visit Corridors help focus limited resources
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Montana Lewis & Clark Bicentennial
Rationale for Travel CorridorsRationale for Travel Corridors(cont’d)(cont’d)
Corridors are distinctly different Corridors are widely dispersed Major sites exist in clusters All key sites are within corridors All corridors include a hub city/town Missouri Breaks corridor marketable
to adventurers
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Montana Lewis & Clark Bicentennial
Corridors are highly marketable Corridors help strengthen individual
sites Lean on major destinations
Corridors emphasize quality of visitors’ experience
Rationale for Travel CorridorsRationale for Travel Corridors(cont’d)(cont’d)
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Montana Lewis & Clark Bicentennial
Travel Corridor SystemTravel Corridor System
BitterrootCorridor
Missouri BreaksCorridor
Lower Yello
wstone
Corridor
Helena
Great
Falls
Corridor
BlackfeetCorridor
Pompeys PillarCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon Headwaters
Corridor
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Montana Lewis & Clark Bicentennial
Travel Corridors & SitesTravel Corridors & Sites
Important SitesPlanned L&C WaysideL&C Travel CorridorMajor City
5
1415
8
6
5
11
10
4
13
12
16
3
1
7
2
9Missoula
Helena
Billings
Great Falls
Butte
Kalispell
Bozeman
14
MD5
MD3
MD4
63
62
4591
MD1MD2
T13
1
68
18
17
61
Montana Lewis & Clark Bicentennial
Bitterroot Corridor HighlightsBitterroot Corridor Highlights
Travelers Rest Bitterroot Valley Lolo & Lost Trail Passes Ross’ Hole / Camp Creek Ravalli County Museum Glacier Nat’l Park nearby 0 events (to date) 6 Tier I projects 5 Tier II projects10 Communities
BitterrootCorridor
Missouri BreaksCorridor
Lower Y
ellowston
e
Corridor
Helena
Great Falls
Corridor
Pompeys PillarCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon
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Montana Lewis & Clark Bicentennial
Bitterroot Corridor Bitterroot Corridor Tier I ProjectsTier I Projects
Signage: Trail of the American Nations Lolo & Lost Trail Pass rest areas/visitor
facilities Traveler’s Rest archeology, land acquisition Feasibility study/business plan for
Traveler’s Rest interpretive facility Ravalli County Museum display Ross’ Hole pull-out, interpretive signs
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Montana Lewis & Clark Bicentennial
Blackfeet Corridor HighlightsBlackfeet Corridor Highlights
Camp Disappointment Lewis & Clark Pass Blackfeet Fight Site Museum of the Plains
Indian Glacier Nat’l Park nearby 0 events (to date) 7 Tier I projects 10 Tier II projects16 Communities
Missouri BreaksCorridor
Lower Y
ellowston
e
Corridor
Helena
BlackfeetCorridor
Pompeys PillarCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon
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Montana Lewis & Clark Bicentennial
Blackfeet Corridor Blackfeet Corridor Tier I ProjectsTier I Projects
Renovation of Camp Disappointment Monument
2 interpretive signs Museum of the Plains Indian renovation Golden Triangle visitor contact station Oral history of Blackfeet Tribe BLM/USFS on-site interpreters and
caretakers
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Montana Lewis & Clark Bicentennial
Great Falls Corridor HighlightsGreat Falls Corridor Highlights
LCNHT Interpretive Center Great Falls Portage Route Upper Missouri/Decision Point Upper Missouri National Wild
and Scenic River Gates of the Mountains Fort Benton 15 Tier I projects 20 Tier II projects15 Communities
Lower Y
ellowston
e
Corridor
Helena
Great Falls
Corridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon
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Montana Lewis & Clark Bicentennial
Great Falls Corridor Great Falls Corridor Tier I ProjectsTier I Projects
5 interpretive sign projects LCNHT Interpretive Ctr
exhibits/improvem’ts Fort Benton reconstruction 5 BLM Upper Missouri Wild and Scenic river
management projects BLM riverwide seasonal support staff First Person Re-enactor Training Portage reenactment
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Montana Lewis & Clark Bicentennial
Headwaters Corridor HighlightsHeadwaters Corridor Highlights State Historical Museum Canyon Ferry/Crimson Bluffs Camp Fortunate Dillon/Clark Canyon area Three Forks/Headwaters SP Beaverhead Rock Lemhi Pass Nat’l Landmark Museum of the Rockies
4 events/reenactments/theater productions Yellowstone National Park nearby 13 Tier I projects 22 Tier II projects
18 Communities
Missouri BreaksCorridor
Lower Y
ellowston
e
Corridor
Helena
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon HeadwatersCorridor
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Montana Lewis & Clark Bicentennial
Headwaters Corridor Headwaters Corridor Tier I ProjectsTier I Projects
State Historical Museum exhibit 4 interpretive sign/exhibit projects Whitehall amphitheater, L&C drama Forest Service, BLM and BOR seasonal on-
site interpreters/caretakers, EMS planning Camp Fortunate & Headwaters Reenactments Lemhi Pass facility upgrades & visitor mgmt Crimson Bluffs protection Three Forks interpretive center
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Montana Lewis & Clark Bicentennial
Pompeys Pillar Pompeys Pillar Corridor HighlightsCorridor Highlights
Pompeys Pillar Upper Yellowstone River Clark campsites Billings sites/amenities Yellowstone Park nearby Little Bighorn Battlefield
nearby 6 Tier I projects 9 Tier II projects13 Communities
BitterrootCorridor
Missouri BreaksCorridor
Helena
BlackfeetCorridor
Pompeys PillarCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon
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Montana Lewis & Clark Bicentennial
Pompeys Pillar Corridor Pompeys Pillar Corridor Tier I ProjectsTier I Projects
Business Feasibility Plan for Pompeys Pillar interpretive center
2 interpretive sign projects Clark’s Yellowstone River Camp
reenactment Yellowstone County Museum exhibit Clark Day at Pompeys Pillar (with
Crow participation)
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Montana Lewis & Clark Bicentennial
Missouri Breaks Missouri Breaks Corridor HighlightsCorridor Highlights
Fort Peck Interp Center (construction 2000-03)
Fort Peck Reservoir CMR Wildlife Refuge Missouri Breaks Byway 2 reenactments 7 Tier I projects 15 Tier II projects
10 Communities
BitterrootCorridor
Missouri BreaksCorridor
Helena
BlackfeetCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon HeadwatersCorridor
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Montana Lewis & Clark Bicentennial
Missouri Breaks Corridor Missouri Breaks Corridor Tier I ProjectsTier I Projects
Ft. Peck Dam Interpretive Center and Museum exhibit
James Kipp Recreation Area site upgrades and interpretation
Tribal oral histories 2 reenactments Northeastern Plains signage
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Montana Lewis & Clark Bicentennial
Lower Yellowstone River Lower Yellowstone River Corridor HighlightsCorridor Highlights
Clark’s Yellowstone River campsites
Miles City Little Bighorn nearby Sidney/Confluence
area Ft. Union nearby 0 events (to date) 5 Tier I projects 7 Tier II projects
18 Communities
BitterrootCorridor
Lower Y
ellowston
e
Corridor
Helena
Great Falls
Corridor
BlackfeetCorridor
Billings
Missoula
Glasgow
Miles City
Great Falls
Bozeman
Dillon HeadwatersCorridor
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Montana Lewis & Clark Bicentennial
Lower Yellowstone River Lower Yellowstone River Tier I ProjectsTier I Projects
Amphitheater in Forsyth Crow and Northern Cheyenne oral histories Chief Plenty Coups State Park training
package Lower Yellowstone kiosks Sidney gateway visitor center - L&C info
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Montana Lewis & Clark Bicentennial
Flathead
Blackfeet
FortBelknap
Crow
FortPeck
Arikara
Mandan
Hidatsa
NorthernCheyenne
1415
8
6
5
11
10
4
13
12
16
3
1
7
9
2
Assiniboine
RockyBoy’s
Sioux
Crow
Blackfeet & Gross Ventre
Lemhi
Flathead
Upper Pend d’Oreille
Kootenai
Native American Context:Native American Context:Original Occupancy Areas vs. ReservationsOriginal Occupancy Areas vs. Reservations
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Montana Lewis & Clark Bicentennial
Native American PrioritiesNative American Priorities
Oral history preservation (re. L&C) Accuracy of Native American history Native American perspective on L&C Interpretive signage Native American games, reenactments Travel trunks (educational/interpretive) Cultural centers/museum displays Ability to participate in planning efforts
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Montana Lewis & Clark Bicentennial
Recommendations forRecommendations forNative American ProjectsNative American Projects
Oral history grant pool Competitive, balanced distrib’n, Tribal only
Signage & kiosk grant support Part of Statewide signage program Tribal direction of interpretation and design
Tier 2 system to support games, reenactments, traveling trunks
Assistance with travel costs Part of Statewide assistance for local groups
ImplementationImplementation
Who, What, Where, When, Why, How
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
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Montana Lewis & Clark Bicentennial
Master PlanMaster PlanImplementation StepsImplementation Steps
Refine/adopt Plan Distribute statewide: build advocacy
Regional planning groups, tribes Elected officials Agencies
Seek resources (funding) Begin implementation
80
Montana Lewis & Clark Bicentennial
Commission Commission ResponsibilitiesResponsibilities
Host annual preparation conference Sponsor educational programming Link to national plans, programming Guide state assistance network Decide “Official” endorsements Coordinate sponsor recruitment, funding Guide Plan implementation
81
Montana Lewis & Clark Bicentennial Fundraising StrategyFundraising Strategy
Pursue Six Key Resources: Business/corporate sponsors State Legislature Grants (foundations, fed/state) Congress National licensing program
(partnership w/ National Council) Special fundraising projects
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Montana Lewis & Clark Bicentennial
Resource Allocation Resource Allocation to Tiered Systemto Tiered System
Year00-03 03-04 05-06
1st Tier: Proactive 75% 50% 35%2nd Tier: Responsive 20% 30% 35%3rd Tier: Opportunistic 5% 20% 30%
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Montana Lewis & Clark Bicentennial Fundraising GuidelinesFundraising Guidelines
Coordination is necessary to maximize effectiveness, avoid duplication & conflicts: With State Commission With National Council, Carlson Marketing Grp Between local groups, tribes, agencies
Choose methods/sources most likely to succeed - maximize efficiency
Prioritize: focus on critical Tier I projects first “Must-do’s” vs. “Nice-to-do’s”
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Montana Lewis & Clark Bicentennial Private Sector SupportPrivate Sector Support
Corporations/businesses seek to participate: Statewide Master Plan will encourage
investment and buy-in Sponsorships are marketing investments, not
charitable contributions Costs vs. benefits: return on investment Professional presentation of proposals
Foundations seek long-term impact: Lasting legacies, local buy-in (match), realistic
budgets, plan for long-term mgmt
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Montana Lewis & Clark Bicentennial Congress & State LegislatureCongress & State Legislature
Inform re. strategic policy decisions Request support of state/national strategy Encourage increased agency budgets
(seasonal staff, assessments, facilities) Fund agency re-grant programs for
communities Direct appropriations for projects State L&C license plate revenue
Promotion ProgramsPromotion Programs
Strategic Communication
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
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Montana Lewis & Clark Bicentennial Promotion ConsiderationsPromotion Considerations
SUPPLY: Availability of accommodations Timing of existing/planned events Summer vs. shoulder seasons Corridors vs. travel regions More visitors vs. longer length of stay
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Montana Lewis & Clark Bicentennial
Promotion ConsiderationsPromotion Considerations
DEMAND: Low awareness/interest among US population:
86% have “heard of” Expedition, BUT... 74% are not familiar with Bicentennial Only 6% “very interested” in visiting L&C sites, BUT... MT is #1 destination among people familiar w/ Bicent’l Increased awareness will lead to increased visitation
22 other states competing Four looooonnnnggg years - “sound-bite” culture Other national events: Olympics, elections, etc. Residents vs. nonresidents 1st-time visitors vs. repeat visitors
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Montana Lewis & Clark Bicentennial
Major Promotion ElementsMajor Promotion Elements System of orientation sites/gateways
Cross-reference System of brochures
1 statewide; 7 travel corridor brochures Seasonal focus: shoulder seasons Media focused on target markets/seasons
Paid/non-paid Web sites Groups/packages (Amtrak, tours, travel
agents, outfitters, etc.)
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Montana Lewis & Clark Bicentennial Promotion Strategy ConceptsPromotion Strategy Concepts
Residents: more in-state trips, visit friends Media features, “L&C Moments”, web
School curricula, local events “Backyard Lewis & Clark”
Nonresident visitors: promote L&C sites Travel Montana: media, invite-a-friend Web sites, travel agents, AAA “More to see” “Fun while you’re here”
L&C travelers: draw to Montana “Tred where they trod, see what they saw”
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Montana Lewis & Clark Bicentennial
Suggested Promotion Timing, Suggested Promotion Timing, Allocation of ResourcesAllocation of Resources
2002: Olympics 10% 2003: Kick-off 35% 2004: St. Louis 25% 2005: Westbound 20% 2006: Eastbound 10%
Encourage April-June, Sept-Oct
What Next?What Next?
We need your feedback!
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial
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Montana Lewis & Clark Bicentennial
Master Plan ScheduleMaster Plan Schedule
Present draft Strategy to Commission: Jul Distribute Strategy for comment: Aug 16 Obtain/review public comments:
Aug 17 - Sept 6 (COMMENT DEADLINE) Write Master Plan document: Aug/Sept Deliver Master Plan to Commission: Sept Official Commission adoption: Oct Begin Plan implementation: Oct/Nov
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Montana Lewis & Clark Bicentennial
How to Comment How to Comment or Ask Questionsor Ask Questions
Contact Planning Team directly: Lorraine Roach (The Hingston Roach Group)
Tel: 208-983-2175 E-mail: [email protected] Gail Brockbank (Premier Planning)
Tel: 406-442-4141 E-mail: [email protected] Contact Commission Director:
Clint BlackwoodTel: 406-443-2109
E-mail: [email protected]
Thank You!Thank You!
Please provide your comments
by September 6, 2000
Montana Lewis & Clark Bicentennial
Montana Lewis & Clark Bicentennial