Destination Stewardship > Destination Stewardship Progress
MilestonesStewardship isn't one-size-fits-all, and neither are Missoulians. With guidance from MMGY NextFactor, Better Destination and SMARInsights, we gathered extensive research. We conducted surveys. We hosted town hall meetings. We hit the streets and got on the horn listening to everyone who would share their beliefs and goals for our town, and we created a plan that we believe reflects the voices of Missoulians.
In ProgressRight now, we are busy putting that vision into action. We are building branding that celebrates Missoula’s unique spirit, creating community-focused and action-oriented educational materials and awareness campaigns and we are collaborating with local Tribal Nations to ensure all voices and priorities are heard. We are working with partners and other stakeholders to promote thoughtful tourism, improve accessibility resources and continue to spread messaging that fosters a welcoming community—for everyone who calls Missoula home, and for those who are lucky enough to visit.
On DeckLooking ahead, we are committed to making our vision a long-term reality. That looks like launching full-scale outreach campaigns to raise awareness about the plan’s goals and actionable steps. It looks like promoting responsible tourism as well as offering opportunities to give back. It looks like building educational programs and opportunities that inspire Missoulians to lessen their daily footprint. It looks like continuing to grow partnerships with a comprehensive variety of stakeholders to strengthen our community, to support sustainable economic vitality and to keep Missoula wild, welcoming and wonderfully itself—now and for generations to come.
Five strategic goals emerged from the extensive research, assessment and engagement work
completed by the project team during the Destination Stewardship Plan process.
| Initiative | Progress | |
|---|---|---|
| 1.1 | In ProgressCollaborate to advance a unique destination management strategy centered on directing people to designated, high-use locations where impacts can be managed and mitigated with effective solutions for transit, waste management, wildlife management, infrastructure, enforcement and education. |
Mountain Line’s Marshall Mountain Line and UDASH River Shuttle both help to reduce single car users and help with vehicle congestion at trailheads and put-in sites. The Front Country Recreation Cooperative meets monthly to better manage recreation across agencies. |
| 1.2 | In ProgressDevelop a community-focused educational initiative to increase awareness of Destination Missoula’s approach to stewardship and illustrate the value of tourism. |
Working Group created in Q4 of 2025. Destination Missoula in coordination with their ad agency, Windfall, has worked on assets to engage Missoula residents and visitors with the DSP and has updated the Destination Missoula website. The upcoming tourism ambassador program will also help educate residents. |
| 1.3 | In ProgressSeek ongoing collaboration with Tribal nations to inform, enhance, and share their Tribal stewardship strategy. |
Marie Torosian, Director of Three Chiefs Culture Center holds a key position on the Implementation Committee. Plan to meet with a group of tourism leaders from the Confederated Salish and Kootenai Tribes in Q2 of 2026. |
| 1.4 | In ProgressParticipate in strategies that leverage visitor dollars to support development of community recreational infrastructure and stewardship initiatives (i.e., a voluntary visitor fee collection program). |
Destination Missoula and Xplorer Maps partnered on a hand-drawn Missoula Map, where partial product proceeds go towards stewardship initiatives. More partnerships to come. |
| 1.5 | CompletedEstablish a community engagement role on the Destination Missoula team to manage stewardship initiatives. |
Emily Rolston has filled the new role of Destination Stewardship Manager on the Destination Missoula/TBID team. |
| Initiative | Progress | |
|---|---|---|
| 2.1 | In ProgressAdvocate for strategies to integrate arts and cultural experiences into community life and public spaces to support the local creative economy and enhance Missoula’s standing as a place that values artists and makers. |
Arts and Culture Working Group created in Q4 2025 to connect with organizations in Missoula. The City of Missoula and Arts Missoula are developing an Arts & Culture Plan for the community. New public art: Sculpture Missoula, Downtown Riverside Art Walls, Welcome Wall at the Missoula Montana Airport. |
| 2.2 | In ProgressSupport the work of Heritage Missoula to share the region’s heritage, history and culture with all. |
Destination Missoula/TBID staff member, Heidi Starrett, is a member of the Heritage Missoula committee. |
| 2.3 | In ProgressIncorporate the culture, heritage, stories and language of local Tribal nations into culturally relevant locations to enhance Missoula’s sense of place (i.e., use digital mechanisms to share spoken Indigenous language). |
Destination Missoula/TBID financially contributed to the Downtown Riverside Arts Walls that feature Indigenous ledger artists. DM is also working on a documentary about the project and artists. The Destination Missoula Welcome Wall at the Missoula Montana Airport features Indigenous artists and language. |
| 2.4 | On DeckParticipate in strategies that leverage visitor dollars to support development of community recreational infrastructure and stewardship initiatives (i.e., a voluntary visitor fee collection program). |
Destination Missoula and Xplorer Maps partnered on a hand-drawn Missoula Map, where partial product proceeds go towards stewardship initiatives. More partnerships to come. |
| 2.5 | CompletedAdvocate for completion of a comprehensive wayfinding system that supports navigation around the community. |
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| Initiative | Progress | |
|---|---|---|
| 3.1 | In ProgressAdvocate for expanded public transit and bikeways and develop creative messaging that encourages visitors and locals to use alternatives that reduce traffic congestion and parking pressure, especially in high-use locations. |
Mountain Line’s Marshall Mountain Line and UDASH River Shuttle both help to reduce single car users and help with vehicle congestion at trailheads and put-in sites. Destination Missoula partnered with Mountain Line to create the Missoula Attractions Map, showcasing attractions available via bus routes. Destination Missoula partnered with the Downtown Missoula Partnership and Three Rivers Collaborative for a Clark Fork River Map that highlights alternative transportation. |
| 3.2 | In ProgressExpand sustainable air service and reduce the cost of airfares for Missoula Montana Airport by creating a coalition to support a year-round effort to fund flight incentives for targeted air carriers and routes, and educate on the importance of air service funding. |
New year-round service to Chicago on American Airlines started December 2025, with Missoula TBID contributing $200,000 to the flight guarantee. TBID has also increased the annual contribution to the airline guarantee fund to $150,000 per year (up from $50,000 per year). |
| 3.3 | In ProgressSupport existing and future enterprises to augment transportation options, for example, the Great American Rail-Trail and Big Sky Passenger Rail Authority’s quest to restore Amtrak passenger rail service to Missoula and southern Montana. |
Destination Missoula sponsored Big Sky Passenger Rail Authority's annual conference in 2024. |
| 3.4 | On DeckAdvocate for expanded broadband service to advance communications and digital connectivity throughout the region. |
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| 3.5 | In ProgressAdvocate for an expanded network of electric vehicle charging stations throughout the region to support plug-in vehicle users and encourage and attract sustainable travel. |
Destination Missoula Staff member, Emily Rolston, sat on the city's Electric Vehicle Advisory group in Winter 2024/Spring 2025. Missoula's Electric Vehicle Infrastructure Plan was adopted in August 2025. |
| Initiative | Progress | |
|---|---|---|
| 4.1 | OngoingDevelop messaging that establishes Missoula as a welcoming community where differences are respected and people genuinely care for others. |
Expanding and enhancing welcoming content with new Destination Missoula webpages on accessibility and LGBTQ+ travel. DM will continue to share this messaging in marketing. |
| 4.2 | In ProgressInvite tourism and hospitality businesses and other organizations to participate in a physical accessibility review and address recommendations to enhance Missoula’s position as a welcoming place for people of all abilities. |
A new Accessibility Guide is now live on the Destination Missoula website highlighting accessible accommodations, transportation, attractions and resources. Blog posts: "A Trail for Every Body - Accessible Trails in Missoula," "Missoula Adaptive Recreation & Sports (MARS): Building Community on the Trail," "A WheelchairAccessible Summer Trip to Missoula, Montana." DM hosted the accessible influencer @DeafJourney in 2025 to a create content and reach an expanded audience. |
| 4.3 | In ProgressSupport creation of a community educational initiative to root workforce and residents in local culture, stewardship ethos, and ways of sharing Missoula style hospitality. |
Tourism Ambassador Program Working Group formed in Q4 2025. |
| 4.4 | On DeckSupport organizations and initiatives that address public safety concerns and create solutions. |
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| 4.5 | On DeckAdvocate for policy and legislative initiatives that support training, development, housing, and childcare for Missoula’s workforce. |
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| 4.6 | On DeckEncourage tourism partners to develop and promote special rates for Montana residents and groups to drive overnight visitation and build Missoula’s reputation as a place that cares about Montanans. |
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| Initiative | Progress | |
|---|---|---|
| 5.1 | In ProgressAdvocate for development of a large indoor multiuse center supporting large-scale events year-round, potentially through a partnership among the city and county. |
Working Group created Q4 2025 |
| 5.2 | OngoingTo attract responsible travelers, build out-of-state awareness of Missoula as a welcoming community with extraordinary access to recreation and outdoor experiences, a vibrant arts and culture scene, and a strong commitment to environmental and cultural stewardship. |
Destination Missoula is utilizing traditional and digital marketing channels to share this messaging to target markets including direct flight and drive markets. |
| 5.3 | On DeckCollaborate with experiential and hospitality partners (such as music venues, hoteliers, winter recreation) to create packages offering sports, recreational, cultural, and cold-season activities to encourage offpeak visitation. |
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| 5.4 | In ProgressAdvocate for strategies to grow Missoula as a premier outdoor recreation destination (e.g., a comprehensive trail mapping plan) and support other trails initiatives. |
DM Executive Director, Barb Neilan, is part of the Front Country Recreation Cooperative, a group that works across land management agencies to better manage recreation in the front country. The River Ambassador and Trail Ambassador Programs are expanding to provide more support for trail users. Destination Missoula/TBID are creating an outdoor recreation guidebook. |
| 5.5 | In ProgressSupport programming and development of recreation projects, such as Marshall Mountain, as resources for a wide range of users. |
Mountain Line’s Marshall Mountain Line. New trails added - Marshall Arts and Mission to MARS adaptive trail completed in 2025 and SingleTracks named it the #1 adaptive trail. Missoula County received an $800,000 federal grant for improvements at the site. |
| 5.6 | In ProgressSupport opportunities arising from development and redevelopment of city neighborhoods to create housing and commercial spaces available to a broad range of people. |
Monitoring and engaging with upcoming development projects including the Riverfront Triangle, Higgins Waterfront, Ravara Development, Midtown Commons, Franklin Crossing, Reserve to Scott St. Master Plan. |
| 5.7 | On DeckSeek opportunities to advance local entrepreneurship and economic development through strategies connecting visitors with local manufacturers and makers. |
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| Organization | Name | Title |
|---|---|---|
| City Center Motel | Keyvin Pollington | Owner |
| Climate Smart Missoula | Shanti Devins | Program Director |
| Downtown Missoula Partnership | Linda McCarthy | Executive Director |
| EmpowerMT | Heidi Wallace | Executive Director |
| Five Valleys Land Trust | Ben Horan | Associate Director |
| Gay Health Task Force | David Herrera | Director |
| Glacier Ice Rink | Laura Henning | Executive Director |
| Grizzly Athletics | Chuck Maes | Senior Associate AD (Facilities and Events) |
| Holiday Inn Missoula Downtown | Mimi Gustafson | Director of Sales and Marketing |
| Institute for Tourism & Recreation Research | Melissa Weddell | Director and Research Faculty |
| Missoula Children's Theatre | Mike Morelli | Executive Director |
| Missoula County | Randy Arnold | Director of Lands, Culture and Recreation |
| Missoula Economic Partnership | Julie Lacey | Economic Development Director |
| Missoula Midtown Association | Melanie Brock | Executive Director |
| Missoula Montana Airport | Brian Ellestad | Director |
| Missoula Parking Commission | Jodi Pilgrim | Parking Services Director |
| Missoula Parks & Recreation | Marina Yoshioka | Director |
| Mountain Line/MUTD | Jordan Hess | CEO & General Manager |
| National Museum of Forest Service History | Lisa Tate | Executive Director |
| Paradise Falls | Staci Nugent | Owner |
| Three Chiefs Culture Center - CSKT | Marie Torosian | Director |
| Travelers Rest Connection | Molly Stockdale | Executive Director |
| Destination Missoula/TBID | Barb Neilan | Executive Director |
| Destination Missoula/TBID | Emily Rolston | Destination Stewardship Manager |
