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It's been a busy quarter as we continue to promote Western Montana's Glacier Country across various business-to-business (B2B) markets.
In October, we partnered with Discover Kalispell and Southwest Adventure Tours to host 12 travel agents from across the U.S. for an unforgettable familiarization tour. The group arrived in Missoula and spent four immersive days exploring Western Montana before departing from Kalispell. For most attendees, this was their first visit to Montana, and they left eager to share their experiences and newfound knowledge with their clients.
In December, our Director of Sales, Debbie Picard, represented Western Montana’s Glacier Country at Smart Meetings in Phoenix, AZ, where she connected with meeting planners to highlight our region as a premier destination for board retreats, conferences and events. Debbie also responded to 15 requests for proposal (RFPs) this quarter, ensuring planners have the resources to choose Western Montana for their next meeting or event.
We continue to build strong relationships with international tour operators through our B2B blogs and newsletters and by providing updates and insights on the planned timed-entry vehicle reservation system for Glacier National Park in 2025.
We value your partnership and look forward to collaborating further. For more information on how your business can benefit from these markets, please contact Debbie at debbie@glaciermt.com.
This quarter Glacier Country’s Director of Communications, Lucy Beighle, hosted a FAM trip in partnership with Destination Missoula. The shoulder-season, three-day trip coincided with the Outdoor Media Summit, which was hosted in Missoula. The journalists and bloggers who attended write for publications such as Elevation Outdoors, Men’s Journal, Sierra, Gear Junky and Field and Stream. The itinerary included fly-fishing and llama trekking as well as numerous culinary and beverage experiences that represented the region well.
Following the FAM trip, Lucy participated in the Outdoor Media Summit that took place on October 12-14, 2024.
Lucy also hosted Kirsten Maxwell (@KidsAreATrip and @GroupsAreATrip) and Meagan Wirsten (Mommy Travels) for shoulder season ranch stays in Superior and Plains.
At the end of January, Lucy attended IMM (International Media Marketplace) in NYC—her seventh year in attendance. The event is very successful in reinforcing established relationships as well as connecting with new international and domestic media.
Articles about Glacier Country this quarter have included publications such as Group Tour Magazine, Smart Meetings, Travel + Leisure, Condé Nast Traveler, MSP Magazine, Outside Magazine and Northwest Meetings and Events, which featured Western Montana as its cover story.
Partners interested in hosting media or showcasing their business can reach out to Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.
This quarter Glacier Country’s Director of Communications, Lucy Beighle, assisted in the creation and launch of a new on-line crisis communication course. Don’t Add Fuel to the Fire is a free, 30-minute course designed for Western Montana visitor-centric businesses and front-end staff who may receive questions about wildland fire and smoke conditions. 45 individuals have completed the training, and the press release announcing the programs creation was picked up by six publications throughout Montana.
FY 2024 Earned Media numbers were finalized at over $8.7 million in total publicity value. Last year 72 articles were created from media trips, interviews, press releases and assistance Lucy provided to media. With the new FY 2025 beginning, Western Montana continues to be featured in blogs and articles, and oftentimes with a Recreate Responsibly or sustainability component to the feature. Upcoming media trips include Kristen Maxwell @KidsAreATrip and Meagan Wristen @MommyTravels. In October, Lucy will attend the Outdoor Media Summit and co-host a pre-FAM for journalists with Destination Missoula. Partners interested in hosting media or showcasing their business can reach out to Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.
Debbie Picard, our Director of Sales, has been actively showcasing Western Montana as a premier destination for retreats, meetings and events. In July, she attended Meetings Today LIVE in Boise, Idaho, where she connected with meeting planners, many of whom were unfamiliar with the Mountain West and were exploring destinations like Boise for future meetings. Additionally, Debbie responded to a dozen requests for proposal (RFPs) this quarter. We're also pleased to announce that Western Montana’s Glacier Country was nominated for Prevue’s 2024 Visionary Award.
The demand for domestic group tours in Western Montana remains strong, with July through September marking the peak of the motorcoach tour season. While we aim to provide itinerary assistance in advance, this year saw an increase in last-minute requests from tour operators needing support while on the ground. We're committed to ensuring these tours run smoothly and providing referrals to our Glacier Country partners whenever possible.
Debbie continued her engagement with international tour operators, focusing on fly-drive itineraries that incorporate western states, including Montana. This ongoing effort helps position our region as a key part of broader travel experiences.
We value your partnership and are eager to collaborate further. For more information on how your business can benefit from these markets, please contact Debbie at debbie@glaciermt.com.
It was a busy quarter! Western Montana’s Glacier Country’s Director of Communications, Lucy Beighle, worked with numerous journalists and content creators on stories about the region, including hosting a number of them on the ground. Rob Annis, whose work includes articles in Men’s Journal and Outside Magazine, came to Glacier Country via Amtrak in June; Sophia Toomb of @TravelersForGood was here focusing on sustainable tourism and what to do that’s not Glacier National Park; and Alex Schnee of @Alexonthemap came with a focus on recreating responsibly.
Lucy attended the three-day Montana Governor’s Conference on Tourism in Missoula in April. IPW was in Los Angeles in May, where she met with 25 international media while connecting with contacts made over the years. In June she went to the PRSA (Public Relations Society of America) Travel and Tourism Conference in Greenville, SC, which is an invaluable networking and educational annual conference. She also attended the SATW (Society of American Travel Writers) online media marketplace event in June.
Along with Debbie Picard, Lucy hosted a five-day meetings media FAM in June, which included six writers and editors from Meetings Today, Smart Meetings, Prevue, Meetings + Events and Connect Meetings. The purpose of the FAM was to give an overview of Western Montana and the benefits of hosting meetings in the region, and the group spent time in Missoula, Kalispell, Whitefish and Glacier National Park. The responses in the post-trip survey were very gratifying, and we should see a lot of coverage of the area in the upcoming months.
If your business is new or is offering something new and interesting and you’d like us to check it out, please don’t hesitate to reach out! Conversations with media inevitably involve the question “What’s new in your region?” Partners interested in hosting media or showcasing their business can reach out to Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.
Spring is always a busy time for our sales team, and this year was no different. Here are some of the highlights from our efforts in promoting Western Montana's Glacier Country across various B2B markets.
In April, Western Montana’s Glacier Country, in partnership with Discover Kalispell, hosted a Military Reunion FAM (familiarization tour) in Kalispell. Five reunion planners from different military associations across the U.S. were invited to visit and explore Kalispell for future reunions. All of them were impressed by the welcome they received from our resident veterans, and all left with an overwhelming sense of gratitude we all have for those who have served our country. Kalispell shined.
The team has also been championing Western Montana’s allure to international audiences this spring. At International Roundup in Casper, WY, in April and at IPW in Los Angeles, CA, in May, Debbie engaged with international tour operators crafting fly-drive itineraries incorporating Western states. The number of tour operators wanting to learn more about Western Montana underscores the region as a premier destination for international travelers seeking genuine experiences in the heart of nature.
Moreover, our team has been actively advocating Western Montana as a premier location for hosting retreats, meetings and events. In June, we hosted a Meetings Media FAM, inviting content creators for the meetings industry to visit and experience the ease of access and community vibes, along with group activities and venues. The journalists experienced Missoula, Kalispell, Whitefish and Glacier National Park as a backdrop for meetings in Western Montana. All were thoroughly impressed with our laid-back atmosphere, breathtaking scenery and amazing culinary scene.
We welcome your collaboration if you're affiliated with an association or have insights into regional meetings that align with our offerings. Glacier Country partners are invited to contact Debbie at debbie@glaciermt.com to promote your businesses to these markets and more.
Reflecting on the past quarter, our team is excited to share some of the highlights from our efforts in promoting Western Montana's Glacier Country across various group markets.
On the domestic group tour front, Aerionna represented Western Montana at ABA's Marketplace in Nashville, Tennessee, in January. Her interactions with 45 group tour operators reaffirmed the growing demand for rural destinations, fresh mountain air, and immersive experiences within our national parks and beyond. Many tour operators have recognized the value of partnering with receptive operators, finding it more cost-effective and efficient for delivering exceptional client experiences.
The team has been championing Western Montana’s allure to international audiences as well. At the Go West Summit in Tahoe, Nevada, in February, Debbie engaged with international tour operators crafting fly-drive itineraries incorporating western states, drawing special attention to Western Montana. Her presence at this summit underscores Glacier Country’s commitment to showcasing the region as a top destination for international travelers seeking authentic experiences in the heart of nature.
Moreover, Debbie has been actively advocating for the hosting of meetings and events in our region, responding to numerous RFP requests from meeting and retreat planners. The importance of retreats, conventions, and conferences not only contributes to sustained employment opportunities but also fosters economic growth across various sectors, including hospitality, dining, transportation, retail and the arts. If you're affiliated with an association or have insights into regional meetings that align with our offerings, we welcome your collaboration. Glacier Country partners are invited to contact Debbie at debbie@glaciermt.com to become more active in promoting your businesses to these markets.
This quarter Western Montana’s Director of Communications, Lucy Beighle, attended International Media Marketplace in New York City, where she met with 25 international and domestic media. Lucy also attended the Destinations International Marketing and Communication Summit, where the hot topic was the use of AI in the destination arena. The event is attended by 400 PR and Communication professionals from DMOs of varying sizes, providing beneficial networking and discussion opportunities with peers who are experiencing similar opportunities and challenges.
In January, Lucy hosted @TravelingMel for a low-impact, recreate responsibly couple’s winter trip in the Bitterroot Valley. One of the results was a charming Valentine’s guest blog on GlacierMT.com. In February, @SuziontheMove came to the northern part of the region, and between dogsledding in Bigfork, snowshoeing in Glacier National Park and snowmobiling outside Whitefish, showed that February is a fantastic month to visit.
Upcoming shows for Lucy include the Governor’s Conference in Missoula, IPW in LA, and a product verification trip to the Flathead Valley. If your business is new or is offering something new and interesting and you’d like us to check it out, please don’t hesitate to reach out! Conversations with media inevitably involve the question “what’s new in your region?”
Partners interested in hosting media or showcasing their business can reach out to Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.
