By Jack Reaney SENIOR EDITOR
Overjoyed, angry or indifferent about the direction of tourism in Big Sky? A survey open through April offers a chance for residents and visitors to share their views on the local tourism economy.
Administered by Visit Big Sky with support from the University of Montana’s Institute for Tourism and Recreation Research, the survey will feel similar to the 2023 study guided by the same goal of destination strategy, in which promoters like Visit Big Sky focus on the holistic impacts of tourism and seek local feedback. The new survey is bifurcated with different questions for residents as well as visitors, and is expected to take 12 to 15 minutes.
“It’s a temperature check to see if we as a community have been able to move the needle on a number of things,” said Brad Niva, CEO of Visit Big Sky. “Not just on making sure Big Sky is a great place to visit, but are we listening to residents?”
The 2023 results showed a lot of anti-tourism sentiment. Niva believes the results of the 2023 survey reflected tourism fatigue from COVID, when Big Sky’s visitation hit a “high water mark.” Overall, 44% of 545 local respondents felt negative about the direction of Big Sky’s tourism—30% indicating a “neutral” feeling, and only 17% felt optimism about the growing job market, amenities, housing, infrastructure and year-round community.
Alongside COVID crowds, other negatives included the high cost of Big Sky activities and restaurants, overdevelopment coupled with poor planning, environmental damages, loss of authenticity and small-town community feel, and housing costs ballooning out of reach.
Those who felt positively reported improved infrastructure and facilities, economic growth and shorter “shoulder seasons,” and a higher-spending typical visitor.
Niva looks forward to seeing if new problems rise to the forefront. He said the results will help Visit Big Sky and local stakeholders build a road map for the next 15 years.
“It’s an opportunity for people to give feedback… We’re asking you to tell us what’s going on. Tell us what you like,” Niva said, also encouraging respondents to share any negative views. “If we don’t stop and listen to the residents, how are we supposed to get better?”
Roughly 545 residents and 1,200 visitors took the survey in 2023. Visit Big Sky hopes to reach those same numbers this year.
The prize for one lucky visitor-respondent is a $1,000 gift card to Rainbow Ranch, plus $100 gift cards to BYWOM, Montana Supply Co., Ousel and Spur, The Rocks Tasting Room and Rocky Mountain Toy Company. Prizes for locals are two $500 gift cards to the Conoco, and one $500 gift card to the Hungry Moose Market and Deli.
The completed report will be released this summer.
