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As we transition into the fall and winter seasons, we’re excited to share the next chapter of our "Still Here" campaign. At its core, this campaign is a celebration of Glacier Country’s unwavering beauty and the vibrant communities that call it home. From the ever-flowing rivers and steadfast mountains to the welcoming towns and expansive public lands, we encourage everyone to find a sense of belonging in these surroundings. It’s about more than just visiting—it’s about connecting deeply with the landscapes and communities that remain constant, offering a timeless refuge where nature’s beauty and local spirit thrive year after year.
Our fall and winter campaigns align with our commitment to destination stewardship, inviting visitors to explore responsibly, respect our environment and support local communities and businesses. These campaigns center around seasonal community capacity, ensuring we welcome fall and winter visitors in a way that thoughtfully accommodates them while maintaining the well-being of our local communities. Designed to connect deeply with both in-state and drive-market audiences, our campaigns showcase the essence of Western Montana in each unique season.
This fall, we’ve focused on inspiring locals and nearby travelers to embrace the beauty of autumn. Through our blog, we highlight must-do activities, scenic hikes and seasonal events that make the shoulder season so special in Glacier Country. Think crisp air, vibrant foliage and the charm of fewer crowds.
As we move into winter, our campaign will broaden its reach, targeting key cities with a high propensity to visit Glacier Country, including Los Angeles, Seattle, Minneapolis, Houston, Chicago, Phoenix, Portland, San Francisco, San Diego, Dallas, Calgary, Edmonton and Vancouver, as well as regional drive markets, including Montana. We will use a mix of print, video, out-of-home, social and digital placements to bring the full spectrum of winter experiences to life. From exhilarating ski runs and cozy fireside moments to tranquil winter hikes and the warm embrace of local hospitality, there’s something for everyone.
To guide prospective visitors from inspiration to trip planning, we employ ad retargeting strategies that speak to both national and in-state audiences. Our weather-triggered digital ads will keep powder-chasers informed of significant snowfall, and when the snow is light, we’ll pivot to highlight other winter activities and events, ensuring Glacier Country remains top of mind for all travelers.
Across all our messaging, we emphasize the importance of recreating responsibly and respecting our natural resources, reminding every visitor that Montana’s beauty is a shared gift. By promoting responsible tourism, we aim to preserve the landscapes and communities we love for generations to come, inviting everyone to enjoy Glacier Country in a way that sustains its timeless allure.
Additionally, we’re thrilled to introduce the "Guiding Glacier" campaign—a video series featuring local guides and storytellers who bring the essence of Glacier Country to life across all four seasons—capturing the diverse experiences that make this region so uniquely ours.
Stay tuned for more as we continue to celebrate the magic of Glacier Country, from the vibrant hues of fall to the serene snowscapes of winter. We hope these campaigns inspire residents and visitors alike to explore, enjoy and cherish all that this incredible region has to offer.
Here’s to another beautiful season in Glacier Country!
The team at Western Montana’s Glacier Country has been incredibly busy, and we are pleased to share the latest developments from our organization as we continue to advocate for and support Montana's tourism industry.
We recently received approval from the Montana Tourism Advisory Council for our FY 2025 Destination Organization Plan. Our strategic meetings with travel industry partners are now underway, focusing on preparations for Montana's 2025 legislative session to advocate for one of our state's top industries. Additionally, we assisted five communities in applying for the Department of Commerce’s Pilot Community Grant with guidance and research assistance to bolster their efforts in building strong, vibrant communities. We are pleased to announce that Mission West Community Development Partners’ application for "Building a Thriving Rural Region Through Placemaking, Downtown Revitalization, and Strategic Tourism Infrastructure” focusing on the Ronan area has been awarded. This grant award is for $1.25 million over a two-year period, possibly increasing up to $2.75 over a 60-month period.
Community outreach and education remain at the forefront of our initiatives. We completed town hall meetings across Glacier Country's eight counties, sharing our destination stewardship plan and engaging in meaningful dialogues about sustainable visitation. We refreshed our online training programs, including "Train the Trainer" and "Customer Service Essentials," and introduced a new session, "Don't Fuel the Fire," to enhance communication strategies during wildland fire events. These efforts aim to empower our communities and businesses with the tools and knowledge needed for success.
In marketing and communications, we are excited to announce the launch of our new travel guide, revamped webpage, and three targeted campaigns designed to attract visitors during the spring and fall seasons. These initiatives are part of our ongoing commitment to maintaining a healthier visitor economy that meets the diverse needs of our region. Thank you for your continued support as we work together to promote and sustain Montana's tourism industry.
Racene Friede – President CEO
Glacier Country has just completed a rebranding, and we are excited to announce our new official brand name, Western Montana’s Glacier Country. This rebranding journey has been an opportunity for us to delve into our organization's core values, understand our audience and clarify our mission.
Through extensive engagement with partners, residents and business owners, guided by our Destination Stewardship Plan, we have strengthened our commitment to serving as the official destination stewardship organization for Western Montana.
OUR BRAND embodies the very essence of this remarkable destination: natural wonders, cultural richness and unforgettable experiences. The name itself evokes imagery of rugged mountains, glacial waters, pristine landscapes, and a tapestry of diverse communities. It encapsulates an adventurous spirit, a commitment to preservation, and an invitation to explore the treasures found here.
OUR VOICE shares who we are and captures where we’re headed—standing at the crossroads of being informative, helpful, thoughtful, respectful and trustworthy. It represents our welcoming mindset that values adventure and the preservation of the places we explore.
OUR TONE is a promise—to ignite the imagination, to empower discovery, to speak with confidence, to welcome diversity, and to stay grounded in authenticity, principles and collective responsibility to ensure that the natural wonders and cultural treasures of Western Montana’s Glacier Country remain untouched, unspoiled and unforgettable.
OUR BRAND PILLARS showcase what makes our region special and how we connect on a human level.
We could not have embarked on this rebrand so successfully without the invaluable input from Western Montana’s partners, residents and business owners, and we look forward to where this renewed sense of place, responsibility and adventure takes us all, together.
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 Western Montana's Glacier Country toward new horizons of excellence and community service.
The beauty of October is upon us with its turning leaves and cooler air—a subtle reminder that change can indeed be magnificent. We are at the tail end of another challenging yet rewarding year, and I want to take a moment to share some exciting news with you.
Firstly, our organization is undergoing a strategic rebrand, aligning our name, logo and overall brand ethos to accurately reflect who we are and where we’re headed. This isn't just a face-lift; it's a complete reimagining of our identity aimed at ensuring long-term relevance and resonance.
In addition to the rebrand, we're elevating our print and digital platforms. A revamped travel guide is in the works, and our redesigned website will soon offer our audience a more intuitive and technology-forward experience.
We continue to take action on the Western Montana's Glacier Country’s Destination Stewardship Strategy. Our long-term commitment is to responsibly manage growth while building stronger, more sustainable communities. We're proactively mapping out the region’s evolution for the next decade, focusing on a sustainable path for all stakeholders. Much of the work has started, and we look forward to sharing our progress on the initiatives.
To make this an inclusive and collaborative effort, we'll soon announce a series of eight town hall meetings. These events will share details of our stewardship plan and provide a platform to discuss challenges, opportunities and strategies. Together, we'll identify actionable ways to enhance the region’s quality of life and foster economic prosperity.
With your support and partnership, the future shines bright for Western Montana.
Warm regards,
Racene Friede
President CEO, Western Montana's Glacier Country
P.S. Your input is invaluable as we navigate these transformative changes. Let’s seize this opportunity to shape a more promising and sustainable future together.
Tourism Matters to Montana, an organization comprising regional and community destination groups, actively tracked and acted upon various bills during the legislative session. These bills aimed to allocate and utilize the Lodging Facility Use Tax revenue in ways that would benefit tourism and related sectors in the state.
One significant bill that Tourism Matters to Montana supported and worked toward passing was SB 540, sponsored by Representative Zolnikov. This bill proposed specific allocations for the Department of Commerce’s allocation of the Lodging Facility Use Tax revenue for various purposes. Under SB 540, 43% of the revenue would be dedicated to tourism media, advertising film programs, made-in-Montana promotions, main street programs, wayfinding and signage, and support for trade offices. Additionally, 22.5% would be allocated for rural tourism, under-visited area attraction projects, and tribal tourism, including infrastructure development, tourism-related emergency services, and marketing and promotional activities. Furthermore, 23% would be designated for tourism grants, such as agritourism grants and Montana-based film grants. The bill also called for 6.5% of the revenue to be allocated to revolving loan programs, with a maximum program cap of $35 million, and regional tourism assistance. Finally, 5% of the revenue would be used in collaboration with the Office of Economic Development for new tourism attractions and other state business development programs. SB 540 aimed to address the challenges faced by rural and tribal communities with low visitation by providing essential funding for programs and initiatives that promote and develop these communities.
In addition to supporting bills, Tourism Matters to Montana also actively opposed several bills that sought to divert the Lodging Facility Use Tax revenue for purposes other than its intended use. Through collaboration with traditional and nontraditional industry partners, they were successful in ensuring that these bills failed to pass.
Furthermore, Tourism Matters to Montana worked toward the passage of several other bills that aimed to benefit the tourism industry. However, due to the overwhelming number of bills in the legislative system during the year, some of these bills could not overcome the challenges and did not progress as desired.
Overall, Tourism Matters to Montana—together with many organizations and businesses—played an instrumental role in advocating for the proper allocation of the Lodging Facility Use Tax revenue toward initiatives that support tourism, promote community development and address the needs of rural and tribal communities. Through their efforts, they aimed to enhance the visitor experience while maintaining a balance with the quality of life for Montana residents.
