Visit Big Sky Holds Summer Marketing Update
Tourism professionals from various businesses in Big Sky gathered at the Wilson Hotel on June 13 for Visit Big Sky’s twice-yearly marketing update. Brad Niva, CEO of Visit Big Sky, and his team held the meeting to inform local tourism stakeholders of market trends, resort updates, and other marketing-related information relevant to the area.
Yellowstone National Park
Christina White, Chief of External Affairs & Partnerships, Yellowstone National Park, updated the group about Yellowstone. An anonymous $40 million donation to Yellowstone allows the Park to add housing inventory. Other news included the cutthroat trout, wolf, and bear populations, which are all doing well. White said even though visitation could reach 5 million people this year, “the ecosystem is doing quite well, with less than ½ of 1% of visitors reaching the more developed areas in the Park.” The Yellowstone Tribal Heritage Center at Old Faithful will be open again this season, allowing visitors to interact with 32 indigenous artists, and the illuminated teepees will once again grace the Roosevelt Arch August 4-11th. White said visitation so far has been high, and bookings are full, so it should be a great summer!
Economic Trends Versus Tourism Trends
Steve Halasz from Blue Room Research Trends Spoke about Economic Trends versus Tourism Trends. Halasz noted several dichotomies, such as inflation being sticky and dampening economic growth, yet corporate earnings are strong. There is low consumer confidence, but people are traveling even more, with occupancy rates, ADR, and high demand. Halasz said the retail sector is down, and credit card bills are delayed, yet consumer spending is forecasted to be stronger in Q2.
He said accommodations pacing looks to be at an all-time high in Big Sky, and the Bozeman Yellowstone Airport is 3.5% above last year. According to AirDNA data, short-term rentals have been down for the past nine months, a trend happening everywhere. Halasz said remote places did well over COVID; now, big cities are getting attention. According to Halasz, who works with several tourism organizations, the same curve exists in Aspen and Park City, and the high-water mark has likely been hit, although spending has been healthy.
Big Sky Resort
Casey Parks, Senior Manager of Brand Marketing, announced the summer Lone Mountain Expedition Tours on the new tram. The one-and-a-half-hour guided experience takes you to the top of Lone Peak. Tours are available Friday through Sunday, July 4 – September 15. Parks noted that tram ridership was up 22% this past winter. Regarding marketing Big Sky Resort, she spoke about targeting the Australian market, new pass products aimed at the local audience, and hosting the second annual Air Partner Summit with United, Jet Blue, Delta, and Alaska representatives. And finally, the new Madison 8 chairlift, which will replace the 6-Shooter lift, is under construction and slated to open in December 2024.
Guests also heard from Kent Lewis, who noted 10 Luxury Marketing Tips and Trends, spoke of the importance of video in your marketing, and stressed the point, “If you take care of your employees, your employees will take care of your customers, and your customers will take care of you.”
Brad Niva, CEO of the Big Sky Chamber of Commerce, introduced the idea of a Big Sky TBID, explaining the process, benefits, and goals for a potential TBID in Big Sky.