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2012 -2013 Economic Impacts, Use, and Destination Image

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2012 -2013 Economic Impacts, Use, and Destination Image The Beartooth Highway: 2012 -2013 Economic Impacts, Use, and Destination Image A compilation of three separate studies conducted along the Beartooth Highway with a summary and researcher observations in the introductory pages. Jake Jorgenson, M.S. Norma Polovitz Nickerson, Ph.D. Kara Grau, M.S. The Beartooth Highway: 2012-2013 Economic Impacts, Use, and Destination Image Jake Jorgenson, Norma Polovitz Nickerson, & Kara Grau The Institute for Tourism and Recreation Research College of Forestry and Conservation University of Montana, Missoula, MT The purpose of this study was to assess the economic impacts and visitor use of the Beartooth Highway. Until now, little was known about visitors to the Beartooth Highway Region. Data was collected from visitors during the 2012 summer and 2012-2013 winter seasons. In total, over 4,000 summer visitors and 1,600 winter visitors were intercepted during the study. The Beartooth Highway is a nationally designated “All-American Road” situated in south-central Montana and north-central Wyoming. It spans 68-miles from Red Lodge, MT to the northeast entrance of Yellowstone National Park. Three gateway communities comprise the Beartooth Highway Region during the summer season: Red Lodge, MT, Cooke City/Silver Gate, MT and Cody, WY. During the winter season, Red Lodge, MT is not considered a gateway community because of road closures limiting access only to Cooke City/Colter Pass/Silver Gate, MT and Cody, WY (via the Chief Joseph Scenic Byway). Over 170,000 nonresident travel groups in the summer season and 16,000 nonresident travel groups in the winter season visited the Beartooth Highway Region. This report is compilation of all reports generated from the study: 1. 2012 Summer economic impacts, use, and destination image report – This report details the summer data collection period and the respective results. Summer data collection began on May 31st and was completed in mid-September. 2. 2012-2013 Winter economic impacts, use, and destination image report – This report details the winter data collection period and respective results. Data collection for winter visitation was mid-December through mid-April. 3. 2013 Qualitative analysis of activity specialization of snowmobilers in Cooke City, MT – In-depth interviews were conducted with snowmobilers in Cooke City, MT during January, 2013. Themes and insights about snowmobiling in the Beartooth Region are compiled, outlined, and examined in this report. Nonresident visitor expenditures contributed to over $53 million in economic activity during 2012 summer and 2013 winter seasons. The economic impact for this region from nonresident travelers is substantial to local communities. Furthermore, results indentified that nonresidents perceive the Beartooth Highway as a destination in itself, not simply a highway. Visitors came from all 50 states, a majority of Canadian provinces, and a large number of foreign countries including Germany, Australia, China, Chile, and New Zealand. For image attributes, nonresident travelers have a very positive perception of the Beartooth Highway. Scenic vistas, natural qualities, the relaxing feel, and abundance of activities are the most enjoyable aspects to visitors. Furthermore, the highway is perceived as more than a “road to Yellowstone National Park.” In fact, 32 percent of summer travelers visited the highway simply because of its designation as a national scenic byway. These results solidify the area as a destination in itself. In terms of recreation, visitors participate in a wide range of activities from wildlife watching to snowmobiling to fly fishing throughout the year. Over half of the visitors to the region have previously visited, while first-time visitors comprise just under half of the sample. Interestingly, this suggests that there is not only a draw for visitors to return to the area, but unique aspects exist that continue to draw people back to the area. Qualitative results indicated that snowmobilers appear to be very connected to the activity and the opportunities for satisfaction the activity provides. The amount and quality of snow in the region are the most driving factors influencing the travelers’ intention to visit. The Beartooth Region generally possesses the right conditions along with the amenities needed for this user group. However, there does not appear to be a strong sense of connection towards the place itself. For stakeholders, this indicates that promotion of the terrain and conditions of the region are critical. Furthermore, snowmobile users appear to enjoy the sense of “camaraderie” present in Cooke City, MT. However, winter visitors who were not snowmobilers felt a sense of exclusion while in Cooke City, MT. Because of this, there appears to be potential conflict between motorized and non-motorized users. It should be noted that non-motorized users still enjoyed their visit to the Beartooth Region. Observations from the Researchers Provided here are a variety of observations and recommendations from the researchers on some of the most relevant issues pertaining to the Beartooth Region. These observations are both data-driven and observational. • The Beartooth Highway is a unique, but complex region in terms of management. During the study, it appeared to be difficult for visitors to navigate between areas that were managed by different stakeholders. An inclusive process of collaboration between all stakeholders may mitigate these issues observed. Thus, the Beartooth Highway should be looked at as a whole and not as separate parts. • Yellowstone National Park and the Beartooth Highway share a connection that is unlike many other regions. This connection should be recognized and embraced by all stakeholders in order to provide the best experience for the visitor. It provides an opportunity for visitors to experience different landscapes and activities within the Greater Yellowstone Region. • Summer visitation consisted of many visitors who were participating in passive activities (scenic driving, wildlife watching, and nature photography). Increasing awareness of the other types of activities available may encourage those visitors to lengthen their trip and participate in an activity outside of their norm. • During winter, there appears to be a potential conflict between non-motorized and motorized users. Stakeholders in the Beartooth Region need to recognize this conflict and attempt to include all types of visitors into the region. For instance, although snowmobiling is widely popular during winter, the majority of visitors intercepted near Cooke City, MT were also participating in wildlife watching and activities in Yellowstone National Park in conjunction with other activities. Inclusion of these visitors may contribute to increased economic activity during the winter season as well as providing a more welcoming experience for non-motorized users. • Visitors along the highway noted that signage is the primary need for improvement. A scenic byway is designed to be a “driving narrative” for those who travel. Thus, improvement of signage is a key concern for the visitor experience. As of now, a sign marking the summit of the highway does not exist, which many visitors commented on during intercepts. Improving signage and adding interpretive signs to pullouts would lead to a more fulfilling and informative experience. In our minds, one improper signage does exist: the 70 mph speed limit sign once the traveler entered Montana. For the visitor, this can be confusing and potentially dangerous. • The economic stability of the Cooke City/Colter Pass/Silver Gate area and of Red Lodge, MT is tied directly to the Beartooth Highway. Cody, WY, on the other hand, needs the Beartooth to prosper economically since it receives the largest amount of summer economic activity, but has the luxury to survive due to the east entrance to Yellowstone. It is clear that the ability of travelers to use the Beartooth Highway is even more important than previously thought. If the highway does not open for a sustained period of time, local residents are losing out on critical expenditures that support their livelihoods. Stakeholders should be cognizant of this and strive to ensure that the highway is open for visitors as soon as possible. • Winter season in Cooke City/Colter Pass/Silver Gate, MT is a unique situation. Because of limited accessibility to the region, Cooke City, MT transforms into a prime snowmobile destination. For this user group, there are few areas within their driving distance that possess these qualities. However, when snow is ‘less than prime’ snowmobilers will substitute their destination choice because of snow. Thus, ensuring a good visitor experience is even more important to Cooke City/Colter Pass/Silver Gate than realized. Finally, the touchy idea related to plowing the road from the east into Cooke City needs to consider all aspects. Currently, the ‘plug’ as locals call the unplowed area creates the uniqueness of the area and probably limits the amount of snowmobile use to what the area can handle. Any decision made about winter access will affect some users and needs to be clearly thought out. Apart from these recommendations, the Beartooth Highway is an exciting, vibrant, and special place. Visitors to the region appear to be very interested in returning to the area and experiencing its hospitable, relaxing feeling and natural qualities. Preservation of these aspects of the Beartooth Region is of utmost importance. With the help of the stakeholders in gateway communities
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